Brand Retention Manager

Industry Specialisation:
Online Gaming
Industry Sector
£35,000 to £45,000 Per Annum
Medical and Life Insurance, Income Protection, Childcare Vouchers.....
Contract Type:

Our client is a market leader in the online gaming industry where innovation and passion is a given. They are mindfully and successfully expanding whilst also ensuring that each employee remains valued and the business remains at the cutting edge of its industry. 

The Role:

The Brand Retention Manager will be responsible for delivering the player retention strategy as part of the overall Brands strategy, by driving an increased lifetime value of players.

Main Responsibilities:

  •  Delivering CRM plans in line with clear churn, lifetime value, ROI and other commercial targets; 
  • Leading efforts to increase revenues from players in the welcome journeys through a mix of chat, phone, direct mail, SMS and email contact;
  • Defining and implementing player campaigns throughout the player life-cycle to increase life-time values; player deposits and frequency of play;
  • Involvement with other areas of the business in order to ensure product developments are carried through to the players.
  • Day to day management of the CRM Executives in London and MRU including daily huddles to review previous days numbers and communicate any changes of priorities;
  • Supporting the VIP Managers in devising and implementing the VIP player management strategy.
  • Quality control and sense checking of any new promotional mechanics - signing off the promotional calendars with the CRM executives;
  • Ensuring that all reporting requirements are met by the BI Team;Maintaining player numbers, increasing deposits, wagering and frequency of visits to the sites across all player groups (excluding VIPs);Refining promotions to reduce bonus costs where possible;
  • 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 Retention;
  • Operational tasks including: product development, features scheduling, coordinating the launch of new features, feeding into creating new features etc., bi-weekly dev demo meeting, games release scheduling, coordinating plans;
  • Liaising with other verticals and teams around marketing, product development, new game releases and operations;
  • Any other duties as requested by the Company.

Management Responsibilities:

Take an active role in the performance management, coaching and mentoring of CRM Executives;

Challenge ways and working practices where standards are not met or could be improved;

Drive accountability amongst direct reports;

Communicate information in a clear and open manner;

Act as a role model and sets a good example to direct reports.


  • 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;
  • Refining promotions to reflect wagering and depositing objectives in addition to reducing unnecessary bonusing.

Measurement of success:

  • Deposits, wagering, 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 and Skills:

Excellent decision-making skills;

Good communication, relationship building and influencing skills;

Advanced strategy development and fine tuned problem solving skills;

Solid Team Leadership capabilities coupled with excellent delegation skills;

Analytical and numerate and highly driven.

The Rewards:

First and foremost this must be to be working with some of the most exceptionally talented and skilled people within this fast paced industry. Followed closely by a competitive salary package which will include, Private Medical and Life insurance, as well as Income Protection and even Childcare Vouchers to name but a few of the benefits.