CRM Lifecycle Marketing Specialist

About Legend

At Legend, we're building next-level player experiences. With 20+ years of proven success we’re the world's leading Sports and Gaming marketing company.

Our people are our edge. 600+ sharp, ambitious Legends across 22+ countries who move fast, learn quickly and win together. Here growth isn’t a perk, it’s the standard. You’ll stretch, level-up and carve out a career as bold as the products we build. We celebrate wins and create experiences that people talk about for years - for our players & for each other. If you’re ready to shape the future of player experience and enjoy the ride while you do it, this is where you’ll thrive.

The Role

Legend is hiring a CRM Lifecycle Specialist, reporting directly to our General Manager, Marketing. This is a 12-month fixed-term contract opportunity.

We're looking for someone who lives and breathes lifecycle marketing and CRM. Building automated customer journeys, experimenting with new ideas, and using data to create personalised experiences that genuinely improve customer engagement and commercial performance.

You'll work across our igaming [Casino & Sportsbook] products, partnering closely with Product, Marketing and Compliance teams to deliver CRM experiences that bring users back to our membership products, increase engagement and maximise clickouts.

In this role, we value diverse perspectives and encourage you to apply even if you don't meet every qualification listed.

Your Impact:

• Execute and continuously evolve our CRM strategy across the group.
• Design, build and optimise automated customer journeys across onboarding, retention, reactivation and loyalty.
• Deliver highly personalised, data-driven CRM campaigns that increase engagement, return traffic and clickouts.
• Partner closely with Product, Marketing and Compliance teams to create seamless customer experiences across every touchpoint.
• Use experimentation, A/B testing and AI-powered tools to continuously improve campaign performance, efficiency and quality.
• Increase player engagement through high-quality and localised copy.

What You'll Bring:

• Proven CRM or lifecycle marketing experience within the iGaming industry or digital entertainment sector. You have a strong understanding of Sportsbook and Casino products.
• The ability to design and optimise automated player journeys for onboarding, retention, churn prevention, and VIP/loyalty progression.
• Hands-on experience building campaigns and customer journeys using platforms such as Optimove, Iterable, Xtremepush, Smartico or similar CRM technologies.
• Strong analytical skills with the ability to interpret campaign data, identify opportunities and optimise performance through testing and experimentation. Comfortable working with KPIs like open rates, click-through rates, opt-outs, and clickouts.
• Ensure all promotional communications strictly adhere to local gambling regulations (such as UKGC guidelines) and responsible gaming protocols.
• Proven experience in leveraging customer data and AI models to target specific player segments with relevant games, offers, and bonuses.
• A collaborative approach, with confidence working alongside Product, Marketing, Data and Compliance teams to deliver shared objectives.
• Curiosity, commercial thinking and a continuous improvement mindset, with an interest in using AI to simplify workflows and accelerate delivery.

The Interview Process:

1st: Initial Chat with Talent Partner (30 minutes via Teams)

2nd: Interview with our General Manager (Marketing) and CRM Lead (60 minutes via Teams)

3rd: Take-home case study.

4th: Final interview with senior stakeholders (60 minutes via Teams)