CRM & Retention Manager

SportPesa is a multi-award-winning global technology and entertainment company, founded in 2014 and focused on sports, gaming and community impact. We operate fully licensed online sports betting and gaming services, and our success depends on knowing our customers well: understanding what keeps them engaged, rewarding our most loyal players, and doing both with a firm commitment to responsible gaming. Our Cape Town office, opened in 2018, is a tight-knit team of innovators and marketers who live the #MakeItCount brand, and this role places you at the centre of how we build lasting relationships with our players.

The Role:

The CRM & Retention Manager owns customer retention at SportPesa, driving lifetime value through two connected disciplines: CRM and lifecycle communications across email, SMS, push and in-app messaging, and hands-on management of the VIP player segment. This role combines analytical rigour, in the CRM system, in segmentation and in performance reporting, with the relationship skills needed to manage high-value players directly. The role also works closely with the paid media function to ensure retention audiences, retargeting and reactivation campaigns are informed by CRM data and aligned with the broader marketing calendar.

Key responsibilities include:

CRM Strategy & Execution

• Develop, plan and execute CRM, SMS and push campaigns that deliver measurable growth in open rate, CTR and conversion across all lifecycle cohorts.
• Produce content and communication calendars aligned with broader marketing initiatives and commercial calendars.
• Build audience segments by lifecycle stage, value and behaviour to deliver personalised, timely communications that improve retention, reactivation and customer lifetime value (LTV) across the mass-market base.
• Ensure all communications reflect SportPesa's brand voice and regulatory obligations.

VIP Player Management

• Own the end-to-end relationship with SportPesa's VIP and high-value players, acting as their primary point of contact.
• Design and manage a VIP engagement programme, including tailored offers, rewards, hospitality and retention initiatives.
• Identify, track and proactively manage VIP players at risk of churn, working cross-functionally to resolve issues quickly.
• Build and maintain VIP segmentation criteria and tiering in partnership with data teams.
• Grow VIP retention rate, reactivation and lifetime value, and VIP contribution to overall revenue, reporting on performance and recommending programme improvements.

Platform & Data Management

• Own day-to-day operation of CRM and messaging platforms (e.g. Xtremepush, ChannelMobile or equivalent).
• Maintain data integrity, audience hygiene and consent records; partner with Data/IT to maintain integrations and automation.
• Troubleshoot platform issues and optimise deliverability, throttling and send strategies to reduce opt-out and complaint rates.

Paid Media & Cross-Channel Alignment

• Partner with the paid media function to ensure retention, reactivation and VIP audiences are built from CRM data, and measure the effectiveness of these CRM-informed audiences in paid and social campaigns.
• Provide input on media briefs where CRM insight can improve audience selection, offer relevance or campaign timing.
• Ensure CRM and VIP communications are aligned with paid, social and on-site campaigns to avoid duplication or conflicting messaging.

Performance Analysis & Optimisation

• Track and report key CRM and VIP metrics (deliverability, opens, CTR, conversions, opt-outs, retention, LTV).
• Run A/B tests on subject lines, send times, frequency and offers, and apply learnings to improve ROI.
• Deliver timely, accurate campaign and VIP reporting into marketing dashboards, with actionable recommendations for optimisation.

Cross-Functional Collaboration

• Partner closely with Paid Media, Sponsorship, Product and Ops to support launches and activations.
• Support compliance and legal reviews for customer-facing communications and VIP offers.
• Act as a mentor to junior marketing team members on CRM and segmentation best practice.

The Person:

We're looking for a retention-focused marketer who is equally comfortable working analytically in a CRM system and building relationships with high-value players. The ideal candidate balances data-driven decision making with commercial and interpersonal judgement, and understands how paid media and CRM work together to drive retention.

Essential Skills:

• 3–5 years' experience in CRM, retention marketing or player/account management, with direct exposure to VIP or high-value customer management.
• Practical experience with CRM/messaging platforms (Optimove, Xtremepush, Salesforce, Insider or similar).
• Strong understanding of segmentation, automation and reporting frameworks.
• Working understanding of the advertising/media landscape, how paid and CRM audiences interact, and how to brief media on retargeting or reactivation needs.
• Analytical mindset with experience in A/B testing and campaign performance analysis.
• Confident, professional communicator, comfortable managing relationships with high-value clients.
• Knowledge of WCGRB and ASA marketing compliance requirements (or willingness to learn).
• Customer-centric approach with strong attention to accuracy, quality, and compliance.
• Collaborative and agile, with the ability to thrive in a fast-paced environment.

Preferred Qualifications:

• Experience in sports betting, gaming, fintech or e-commerce; agency-side experience in CRM, performance or media will also be considered.
• Familiarity with GA4, SQL or analytics tooling.
• Experience managing or contributing to paid media campaigns (search, social or programmatic).
• Multi-market or localisation experience.
• Understanding of digital compliance and responsible-gaming principles.