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 leaderboard positioning, to achieve badges and build their status within the game.
We are pioneering play-for-fun sports gaming, with our flagship social sportsbook 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 sportsbook 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.
The Role: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.

Key Responsibilities:

• 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/pickbuilder 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 best practices for a real-money gaming context:
• Deliverability & list hygiene
• Frequency caps and fatigue management
• Preference centers and responsible communication
• Ensure best-in-class creative in partnership with des