Senior CRM Lifecycle Optimization Associate

BetMGM • Hybrid, NJ

2d • Hybrid

About The Position

Discover What’s Possible at BetMGM Ready to make your career legendary? Join us as we bring the magic of Vegas to our players. The BetMGM team has over 1,400 talented members, revolutionizing sports betting and online gaming in the United States and Canada. We’re a brand with technology at our hearts and the most driven and focused talent in the business. As a valued team member, we’re committed to giving you the resources and support you need to thrive.

About the Role As the Senior CRM Lifecycle Optimization Associate, you will be responsible for designing, optimizing, and evolving customer journeys that drive measurable revenue, retention, and long-term value across sports, casino, and poker verticals. This role is not only focused on daily campaign execution. Instead, it is centered on journey intelligence, AI-powered decisioning, experimentation frameworks, and performance optimization. You will continually assess how we engage customers, introduce new ways of delivering value through automation and machine learning, and ensure every lifecycle interaction drives clear ROI. You will partner closely with the Senior CRM Lifecycle Manager, BI, Product, and Business unit teams to transform lifecycle marketing into a scalable, insight-led growth engine.

Requirements

• Proven experience building and optimizing lifecycle strategies or automated contact plans in a digital, data-driven environment.
• Strong understanding of CRM strategy, customer segmentation, and journey orchestration.
• Hands-on experience with marketing automation or CRM platforms (e.g., Optimove or similar).
• Demonstrated ability to analyze performance data and turn insights into actionable growth strategies.
• Solid understanding of online gaming, sports betting, or regulated digital environments.
• Comfortable working with AI concepts, predictive modeling outputs, and experimentation frameworks, even if not building models or agents yourself.
• Ability to think beyond execution and focus on systems, scalability, and long-term impact.
• Strong business acumen with a clear focus on revenue generation and ROI.
• Naturally curious and motivated to challenge the status quo.
• Comfortable operating in ambiguity while driving clarity and direction.
• Collaborative team player who influences without authority.
• High ownership mentality—focused on outcomes, not tasks.
• Applicants must possess legal authorization to work for our company in the U.S. without the need for immigration sponsorship.
• At this time, this role is not eligible for immigration-related employment authorization sponsorship including H-1B, O-1, E-3, TN, OPT, etc.
• Applicable employees must be licensed by at least one jurisdictional agency, although certain positions require licensing by multiple agencies.
• Failure to become licensed or maintain licensure with each agency as required for the role may result in termination of employment.
• The licensing process includes comprehensive background checks which may include a review of criminal records, financial history, and personal background verification.
• Candidates must comply with and support BetMGM's responsible gambling policies, procedures, and initiatives.

Responsibilities

• Own the end-to-end optimization of customer journeys across email, push, onsite, and emerging channels.
• Redesign existing lifecycle programs to improve incremental revenue, engagement depth, and retention, rather than volume of campaigns.
• Ensure journeys are adaptive, personalized, and powered by real-time data and AI-driven decision models.
• Champion the use of AI, predictive modeling, and decisioning frameworks to enhance personalization and next-best-action strategies.
• Partner with BI and analytics teams to introduce new data models, signals, and triggers that improve journey outcomes.
• Identify and pilot new tools, technologies, and methodologies that modernize CRM delivery and reduce manual dependency.
• Define success metrics focused on incrementality, ROI, NGR contribution, and customer lifetime value.
• Continuously monitor performance, run structured experimentation (A/B, multivariate, holdouts), and scale winning strategies.
• Translate insights into clear recommendations that directly influence revenue and strategic priorities.
• Lead strategic briefs that clearly articulate business objectives, audience strategy, journey logic, and success criteria.
• Work cross-functionally with Creative, Product, BI, and Operations teams to ensure ideas move efficiently from concept to impact.
• Act as a strategic CRM thought partner—challenging assumptions and helping stakeholders rethink how journeys deliver value.
• Ensure lifecycle journeys are logically sound, customer-centric, and frictionless, with strong quality controls.
• Maintain consistent governance around testing, learnings, and documentation to support continuous improvement.

Benefits

• Medical, Dental, Vision, Life, and Disability Insurance
• 401(k) with company match
• Pre-tax spending accounts including health care FSA and commuter savings
• Flexible paid time off
• Professional development reimbursement and ongoing skills training opportunities
• Employee resource groups
• Swag, ticket giveaways, and more!

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: No Education Listed