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.