Director, CRM

Scientific Games•Alpharetta, GA

37d

About The Position

At Scientific Games, we're reimagining player engagement through data, creativity, and innovation. The Director of CRM will lead the strategic vision and execution of customer relationship marketing across all jurisdictions, driving player engagement, retention, and lifetime value. This role leads a talented team of CRM Managers, leveraging data-driven insights, personalization, and automation to enhance the player experience and deliver measurable results. You'll collaborate with cross-functional partners in Loyalty, Brand and Digital Marketing, Product, Analytics and 3rd party vendors to ensure CRM programs are consistent, impactful, and aligned with jurisdiction and Scientific Games goals. The ideal candidate is a seasoned marketing leader who combines strategic vision, leadership with hands-on technical and analytical expertise, inspiring teams (direct and dotted-line) to deliver exceptional, player-centric CRM experiences.

Requirements

10+ years of experience in CRM, retention marketing, or digital marketing; 5+ years leading teams.
Proven success managing large-scale, multi-channel CRM programs in digital gaming, lottery, or entertainment.
Hands-on expertise with Optimove or similar CRM platforms (Salesforce, Braze, etc.).
Strong analytical skills with the ability to translate complex data into actionable insights.
Exceptional leadership, communication, and stakeholder management skills.
Experience building and scaling CRM teams across multiple markets or business units.
Bachelor's degree in Marketing, Business, or related field.

Responsibilities

Define and execute SG and lottery CRM vision and strategy that deepens player relationships and increases lifetime value.
Establish CRM performance goals, KPIs, and success metrics aligned with business objectives for loyalty programs, iLottery and all applicable SG products/services.
Oversee the integration of CRM strategies with broader digital marketing, loyalty, and iLottery initiatives to maximize impact.
Champion a data-first, customer-centric approach to marketing that ensures relevance, consistency, and impact.
Partner with senior leadership to identify new opportunities for growth and player engagement.
Lead, mentor, and develop a high-performing team of CRM Managers.
Oversee internal and jurisdiction annual and monthly planning, including campaign execution, test-and-learns, staffing and budgeting.
Establish team processes, best practices, and quality standards for campaign execution and reporting and insights.
Drive collaboration, accountability, and continuous learning across the CRM organization.
Conduct regular performance evaluations and coach team members for career growth and skill development.
Oversee the design and optimization of automated and calendar-driven CRM programs across email, push, SMS, and in-app channels.
Ensure flawless campaign execution, testing, and ongoing optimization to improve engagement and conversion rates.
Lead CRM initiatives for new jurisdiction launches, ensuring alignment with data, product, compliance, and brand standards.
Drive innovation in personalization, segmentation, and customer journey mapping.
Serve as the business owner and subject matter expert for Optimove/3rd party CRM platform, guiding platform strategy, capability expansion, and integration.
Translate data and player insights into actionable strategies that improve retention and marketing ROI.
Partner with Product, Data, and Technology teams to enhance CRM automation, segmentation, and analytics capabilities.
Deliver regular reporting and insights to senior leadership, highlighting campaign impact and strategic opportunities.
Collaborate with Loyalty, Omni-channel Marketing, and Product teams to build integrated, omnichannel marketing programs.
Ensure CRM efforts complement acquisition, loyalty, and promotional campaigns to maximize player engagement.
Partner with regional and jurisdictional teams to ensure alignment with local market goals and regulations.
Oversee the development of CRM dashboards, reporting frameworks, and leadership insights that inform decision-making and tell the performance story.
Help define what is next for SG as best-in-class CRM partner.
Lead strategic efforts to expand CRM adoption among current lottery customers and provide expertise to business development for new potential customers/markets.
Contribute to client sales and partnership discussions, offering CRM insights that support product and service positioning.
Manage the CRM budget, ensuring efficient resource allocation to maximize performance and ROI.