Director​/Senior Director, CRM & Lifecycle Marketing

Fliff unpacks sports gaming into social, free‑to‑play games for all types of sports fans. We've built a social sports gaming experience that allows users to compete for leader board positioning, to achieve badges and build their status within the game.

We are pioneering play-for-fun sports gaming, with our flagship social sports book experience that includes sweepstakes promotions and loyalty rewards. We provide sports fans with fun, engaging, and free‑to‑play alternatives to real money gaming.

Fliff is redefining the sports gaming experience by blending the fun of social play with the thrill of real‑money competition. What began as a pioneering social sports book has evolved into a multi‑vertical platform that is the fastest growing brand in sports gaming. As we continue to expand, we’re building a world‑class ecosystem of sports gaming experiences that span social, sweepstakes, and real‑money formats — giving every type of fan a way to play, compete, and connect.

We’re looking for a top‑tier CRM & Lifecycle leader with deep real‑money gaming / gambling experience to own how we keep players active, engaged, and coming back to Fliff.

This person will:

Build and lead our CRM function end‑to‑end — from strategy to hands‑on execution — across email, push, in‑app, and other owned channels.

Leverage cutting‑edge data, segmentation, and experimentation tools to maximize retention, frequency, and LTV.

Bring a deep understanding of iGaming / sports betting / casino user behavior, regulation‑aware messaging, and VIP/rewards dynamics.

You’ll partner closely with Product, Data, Acquisition and Growth, and Creative to build an ecosystem of always‑on programs, experiments, and personalized experiences across millions of sports fans.

• Strategy & Ownership
  • Own the CRM & retention strategy across the full player lifecycle: acquisition handoff, onboarding, activation, engagement, VIP development, reactivation, and win‑back.
  • Define north star and operational metrics for lifecycle (D1/D7/D30 retention, WAU/MAU, session and pick frequency, ARPU, churn, reactivation rates, LTV).
  • Build a clear program roadmap balancing always‑on journeys, sport‑seasonality (NFL, NBA, MLB, etc.) and big tentpole / marquee events.
• Lifecycle Programs & Campaigns
  • Design, launch, and optimize lifecycle flows including:
  • New user onboarding & education (how Fliff works, dual currency, rewards, risk & responsible play messaging).
  • Activation drives to get first deposit‑equivalent / first pick / first parlay / first streak.
  • Daily/weekly engagement programs (missions, streaks, challenges, leaderboards, promotions).
  • VIP & loyalty programs: tiers, benefits, bonus structures, and personal concierge‑style communications.
  • Churn prevention and win‑back for lapsed and at‑risk players, with clear incrementality and control groups.
  • Build sports‑calendar‑driven CRM (game days, playoffs, tournaments, tentpole events) that feels native to how real bettors/fans watch and sweat games.
  • Develop triggered and behavioral messaging based on actions like first pick, bet size milestones, big win/loss, risk patterns, and abandoned betslip/pick builder moments (where applicable).
• Advanced Data, Segmentation & Tooling
  • Own the segmentation strategy
    :
  • Value tiers (VIP, high‑value, mid, casual)
  • Product preferences (sport, market type, pick formats)
  • Lifecycle stage & cohort
  • Risk indicators and bonus sensitivity
  • Partner with Data Analytics to:
  • Build and activate predictive models (churn risk, value propensity, reactivation likelihood, bonus abusers, etc.).
  • Translate them into live segments and CRM treatments
    .
  • Use modern tools to operationalize segmentation and personalization, such as:
  • Custom Data Platforms
  • Data warehouse
  • Analytics platforms (e.g., Mixpanel)
  • Establish a rigorous testing culture (A/B, multivariate, incrementality testing, holdouts) across offers, creative, cadence, and channels, and publish clear learnings.
• Channel & Technology Management
  • Own day‑to‑day execution in our CRM platform (e.g., Optimove):
  • Journey and canvas design
  • Trigger and event setup
  • Templates, personalization, and dynamic content
  • Real‑time messaging (game starts, live sweat, results)
  • Drive channel…