Description

I assess and restructure CRM performance for iGaming and Sweepstakes operators at a structural level.

In most cases, the issue is not volume - it’s how that volume is handled across the lifecycle. Early monetization is under-optimized, segmentation is too shallow, and CRM operates separately from Product and acquisition rather than reinforcing them.

My role is to identify where value is being lost, define what needs to change, and enforce structure where needed. This typically involves lifecycle redesign, KPI/OKR structuring, segmentation frameworks, and promotional efficiency, alongside alignment with Product, Data, and Marketing.

6+ years across US Sweepstakes, Social Casino, and RMG, working directly with leadership on retention, monetization, and CRM infrastructure in multi-market environments.

Best suited for teams operating at scale that lack clarity or consistency in how CRM contributes to revenue. As well as situations where CRM needs to be structured, scaled, or built from the ground up - including team design, training, and performance frameworks.

Industry field of expertise

Languages

English
Fluent
Polish
Native or bilingual
German
Conversational
Spanish
Basic

Workplace preferences

Remote only

Primarily works remotely

Medier Agency
Operations Lead Lifecycle and Retention
September 2025 - April 2026 (7 months)
Valencia, Spain
Lead delivery of CRM operations across multiple gaming brands using Jira to structure workflows, track progress, and coordinate cross-functional stakeholders (product, marketing, regional teams), ensuring alignment and consistent execution across initiatives

Design and implement operational workflows for lifecycle campaigns, improving scalability and reducing execution bottlenecks

Drive SMS and messaging infrastructure strategy, including vendor evaluation, onboarding processes, and routing optimization for international markets
Own end-to-end provider selection process (research, testing, negotiation), ensuring reliability, compliance, and cost-efficiency

Establish reporting structures and performance tracking frameworks to monitor delivery, campaign impact, and operational health

Act as key point of contact between leadership and execution teams, translating strategic goals into actionable delivery plans

Identify operational risks (deliverability gaps, vendor limitations, process inefficiencies) and proactively implement mitigation strategies

Contribute to automation initiatives by defining requirements and supporting implementation of scalable communication workflows
CRM Strategy Execution & Lifecycle Optimization SMS Deliverability & Communications Infrastructure Multi-Market Vendor Sourcing & Procurement (Telecom / CRM Stack) Retention & Early LTV Optimization (iGaming / Sweepstakes) CRM Operations & Process Architecture (Cross-Functional)
Confidential
Independent CRM and Retention Consultant; Sweepstake Casinos
April 2025 - Today (1 year and 2 months)
Led CRM & retention strategy end-to-end for USA-based Sweepstakes Casino products, from early-stage launch through maturity, including team leadership, training, and capability building, while adapting lifecycle, bonus, and communication frameworks as products scaled.

Owned commercial growth and performance health across the lifecycle - balancing NGR, GGR, ARPU, and bonus efficiency through data-led decisioning, structural optimisation, and controlled monetisation strategy.

Provided hands-on leadership across multiple CRM platforms, setting standards, training teams, and intervening directly when needed to design, fix, or accelerate CRM operations at critical growth phases.
CRM & Retention Strategy Advisory (Sweepstakes Gaming) Early Lifecycle Monetization & LTV Uplift Design Promotional Economics & Bonus Efficiency Optimization Executive Stakeholder Advisory & Growth Roadmapping Organizational Advisory, Team Enablement & CRM Capability Building (Cross-Functional)
Regal Technologies; Sweepstakes Casino
Head of CRM
September 2024 - July 2025 (10 months)
Strategic CRM Leadership: Developing and executing a comprehensive CRM strategy focused on customer retention, engagement, and lifetime value growth.

Retention and Loyalty Management: Leading the design and implementation of industry-leading retention and loyalty programs, ensuring continuous improvement through data-driven insights.

Promotion and Campaign Oversight: Planning and managing CRM campaigns that are customer-centric, cost-effective, and aligned with overarching marketing and product initiatives.

Data-Driven Performance Analysis: Monitoring and evaluating CRM performance through advanced analytics, providing actionable insights and detailed reports to the CMO, COO, and other key stakeholders.

Customer Engagement: Driving personalized customer experiences using CRM tools to enhance player satisfaction, retention, and brand loyalty.

New Customer Acquisition Support: Collaborating with marketing teams to optimize customer acquisition strategies across various channels.

Multi-Channel Campaign Management: Overseeing integrated marketing campaigns to ensure consistent messaging and seamless customer journeys.

Marketing Analytics & Metrics: Tracking key CRM metrics, including player engagement, retention rates, and campaign ROI, using advanced tools and platforms.

Product Team Collaboration: Partnering with the Product team to ensure a top-tier game catalogue and fostering strong relationships with leading game providers.

Remote Team Management: Leading, motivating, and managing a high-performing CRM team across different time zones, ensuring clear communication, operational efficiency, and strategic goal alignment.

Market and Industry Insights: Staying ahead of market trends, leveraging industry insights to maintain a competitive edge and inform CRM strategies.

Retention Strategies and Business Insights
CRM Strategy Leadership & Revenue Accountability Lifecycle Marketing & Retention Architecture (End-to-End) Cross-Functional Growth Alignment (CRM, Product, Acquisition) Marketing & CRM Integration (Channel, Messaging & Segmentation Strategy) Executive Stakeholder Management (CEO / CMO-Level Reporting & Influence)