Brand Retention Manager

Industry Specialisation:
Leisure & Tourism, Online Gaming, Telecoms
Industry Sector
£40,000 to £50,000 Per Annum
Competitive salary package our client also offers: Private Medical Insurance
Contract Type:

The Client:

A successful and dynamic online gaming organisation is looking for a Brand Retention Manager who will deliver the player retention and CRM strategy as part of the overall retention strategy with the aim of driving commercial performance.


  • Ensuring the retention strategy for the Brand is delivered upon
  • Owning and delivering the proposition for the Brand
  • Reporting on KPIs to key stakeholders on weekly/monthly basis
  • Implementation and monitoring of all CRM on the site through the use of multiple channels including SMS, email onsite messaging and outbound calling
  • Ensuring a seamless experience for the customer from comms through to the online site
  • Devising and delivering the monthly promotional/CRM calendar and any ad hoc promotions
  • Development and continuous optimization of lifecycles
  • Liaising with BI and promotions analytics team to ensure promotions and bonuses are refined to be both effective and cost efficient
  • Raising any ad hoc BI requests to gain insight into player behaviour and activity
  • Responsible for maintaining KPIs, including but not limited to player numbers, deposits, wagering and frequency of visits to the sites across all player groups including VIPs
  • Refining promotions to reduce bonus costs where possible to ensure a manageable level of POCT
  • Feeding into ad hoc projects to optimise player experience and revenue opportunities
  • Signing off a quarterly promotions schedule, optimising and refining as necessary
  • Making use of all media available including SMS, in-game messaging emails and direct mail
  • Preparing for a weekly one-to-one with Head of Casino
  • Share learnings and knowledge to counterparts within the team
  • Managing team members to achieve a high quality of execution
  • Developing team members to aid progression
  • Operational tasks including scheduling, product development; features schedule, coordinate launch of new features, feed into creating new features etc., bi-weekly dev demo meeting, games release schedule, coordinating plans
  • Regular liaising with the marketing team
  • Liaising with other verticals and teams around marketing, product development, new game releases and operations
  • Ensuring the compliance of responsible gaming protocols
  • Any other duties as requested by the Company


  • Increase player frequency, deposit and wagering values of all player groups
  • Reduce migration of new, active and reactivated players to the churn segment
  • Reactivate lapsed players
  • Improving and maintaining forward planning of calendars, promotions and game launch integrated campaigns from bingo perspective
  • Refining promotions to reflect wagering and depositing objectives in addition to reducing unnecessary bonusing

Measurement of success:

  • Deposits, wagering, APDS, net cash against targets set by the business
  • Average deposit values by group
  • Reactivation % of lapsed players
  • Retention against targets set out by the business

Attributes skills:

  • Strong marketing and retention experience
  • Problem-solving, influencing and strategy development skills.
  • The ability to build and maintain relationships.
  • A solid understanding of online gaming.
  • Ability to manage and develop team members to achieve a high quality of execution whilst also aiding their progression.
  • Good experience in increasing payer frequency, reactivating lapsed players, improving and refining promotions.
  • Ability to lead and delegate.
  • CRM expertise


Along with a competitive salary package our client also offers: Private Medical Insurance, Life Assurance, Income Protection Insurance