Head of CRM Retention LATAM

Head of CRM & Retention | iGaming | LATAM
Turn player insights into a retention strategy that delivers measurable business growth.
We are looking for a Head of CRM & Retention to lead the player lifecycle across LATAM markets. This role combines strategic ownership with hands-on execution: understanding player behaviour, identifying opportunities and turning them into relevant communication, stronger engagement and sustainable revenue.
Your scope will cover activation, repeat deposits, retention and reactivation, with a clear focus on the commercial impact of CRM activities.
What you will do:
Develop and execute a CRM and retention strategy tailored to individual LATAM markets.
Build lifecycle journeys from registration and first deposit through repeat activity and reactivation.
Segment players by behaviour, value, lifecycle stage and engagement.
Develop trigger-based and promotional campaigns across relevant CRM channels.
Own the promotional calendar and evaluate bonus efficiency.
Define reporting for retention, churn, repeat deposits, LTV and campaign performance.
Run experiments using clear hypotheses, control groups and measurable success criteria.
Work with product, analytics, acquisition and customer-facing teams to improve the player experience.
Set priorities and quality standards for CRM execution.
Ensure communication respects player preferences and responsible gaming requirements.
What we are looking for:
Experience owning CRM or retention activities in an online casino or sportsbook.
Practical experience with LATAM audiences and the ability to explain how your approach differed between markets.
Experience leading a CRM function, team or substantial cross-functional initiatives.
Strong understanding of lifecycle marketing, segmentation, automation and bonus mechanics.
Ability to connect campaign performance with player value and business outcomes.
Confidence working with CRM platforms, dashboards and analytical teams.
A hands-on approach to testing, troubleshooting and improving campaigns.
What makes this role interesting:
Ownership across the full player lifecycle.
A combination of strategic decisions and practical execution.
The opportunity to shape CRM priorities around evidence and commercial impact.
A regional focus that requires meaningful localisation rather than direct translation.
To apply, share your CV and one example of a retention initiative you personally led: the market, the challenge, your actions and the result.