Director, CRM

Job Summary

PENN Entertainment, Inc. is North America's leading provider of integrated entertainment, sports content, and casino gaming experiences. This position is within PENN Interactive, which powers theScore and iCasino platforms.

About the Role

The Director, CRM will lead the strategic direction and execution of customer lifecycle marketing strategies for iCasino and online Sportsbook, focusing on retention, loyalty, and cross-sell efforts. They will oversee the development and management of CRM initiatives, working collaboratively with the martech team to enhance marketing performance.

Responsibilities

• Define, execute, and optimize customer lifecycle marketing strategies for iCasino (Hollywood, theScore Casino) and online Sportsbook (theScore Bet)
• Lead the development and management of automated, segmented, and personalized CRM initiatives to drive retention, loyalty, cross-sell (including retail), and reactivation of lapsed customers
• Manage marketing communications across email, SMS, push, retail, and paid channels
• Work collaboratively with the martech team for the goal of improved automation and technology enhancements to drive performance of the business, including all ad operations and external partners (Optimove)
• Analyze customer data, define actionable segments, and create targeted lifetime value/customer life-cycle engagement campaigns and programs
• Work closely with the marketing analytics team to build dynamic segmentation and monitor dashboards to track and optimize CRM channel performance

Requirements

• Bachelor’s degree (B.A./B.S.) from an accredited four-year college or university
• 8+ years of experience in online gaming (iCasino/Sportsbook) lifecycle marketing; 5+ years in senior level leadership role at online gaming company
• Strong analytical capabilities to interpret data and track performance
• Proven managerial and critical thinking skills required
• Teamwork – ability to work collaboratively with other departments and leaders to complete property/corporate initiatives and effective day-to-day operations
• Ability to meet deadlines and effectively manage multiple priorities in a demanding work environment

Qualifications

• Experience in CRM and customer relationship management systems
• Knowledge of martech tools and platforms
• Understanding of data analysis and reporting tools
• Experience with customer segmentation and lifecycle marketing

Benefits

Penn Interactive offers a competitive compensation package, including base pay, commission, and bonus opportunities. Additional benefits include:

• Comprehensive health, dental, and vision insurance
• Flexible spending accounts (FSA) for healthcare and dependent care expenses
• 401(k) retirement savings plan with company match
• Employee assistance program (EAP) for personal and professional support
• Generous paid time off policy
• Professional development opportunities and training programs

Pay

Base pay is one part of the Total Rewards offered by Penn Interactive. Most sales positions are eligible for a Commission under the terms of an applicable plan, while most non-sales positions are eligible for a Bonus. Additionally, Penn Interactive provides best-in-class benefits to eligible employees.

Schedule

This position offers a flexible schedule to accommodate the needs of the employee and the business.