Senior CRM Lifecycle Optimization Associate

External

Betmgminc · Hybrid, NJ

Full-timeHybrid2d ago

CRMDocumentationMachine LearningMarketing AutomationMovePerformance Optimization

Cover Letter Connect

Prepare for this interview

Elite

AI-generated questions, company research, and talking points tailored to this role

About the role

As the Senior CRM Lifecycle Optimization Associate, you will be responsible for designing, optimizing, and evolving customer journeys that drive measurable revenue, retention, and long-term value across sports, casino, and poker verticals. This role is not only focused on daily campaign execution. Instead, it is centered on journey intelligence, AI-powered decisioning, experimentation frameworks, and performance optimization. You will continually assess how we engage customers, introduce new ways of delivering value through automation and machine learning, and ensure every lifecycle interaction drives clear ROI. You will partner closely with the Senior CRM Lifecycle Manager, BI, Product, and Business unit teams to transform lifecycle marketing into a scalable, insight-led growth engine.

Responsibilities

Own the end-to-end optimization of customer journeys across email, push, onsite, and emerging channels.

Redesign existing lifecycle programs to improve incremental revenue, engagement depth, and retention, rather than volume of campaigns.

Ensure journeys are adaptive, personalized, and powered by real-time data and AI-driven decision models.

Champion the use of AI, predictive modeling, and decisioning frameworks to enhance personalization and next-best-action strategies.

Partner with BI and analytics teams to introduce new data models, signals, and triggers that improve journey outcomes.

Identify and pilot new tools, technologies, and methodologies that modernize CRM delivery and reduce manual dependency.

Define success metrics focused on incrementality, ROI, NGR contribution, and customer lifetime value.

Continuously monitor performance, run structured experimentation (A/B, multivariate, holdouts), and scale winning strategies.

Translate insights into clear recommendations that directly influence revenue and strategic priorities.

Lead strategic briefs that clearly articulate business objectives, audience strategy, journey logic, and success criteria.

Work cross-functionally with Creative, Product, BI, and Operations teams to ensure ideas move efficiently from concept to impact.

Act as a strategic CRM thought partner-challenging assumptions and helping stakeholders rethink how journeys deliver value.

Ensure lifecycle journeys are logically sound, customer-centric, and frictionless, with strong quality controls.

Maintain consistent governance around testing, learnings, and documentation to support continuous improvement.

Required Experience

Proven experience building and optimizing lifecycle strategies or automated contact plans in a digital, data-driven environment.

Strong understanding of CRM strategy, customer segmentation, and journey orchestration.

Hands-on experience with marketing automation or CRM platforms (e.g., Optimove or similar).

Demonstrated ability to analyze performance data and turn insights into actionable growth strategies.

Solid understanding of online gaming, sports betting, or regulated digital environments

Additional Information

Discover What's Possible at BetMGM Ready to make your career legendary? Join us as we bring the magic of Vegas to our players. The BetMGM team has over 1,400 talented members, revolutionizing sports betting and online gaming in the United States and Canada. We're a brand with technology at our hearts and the most driven and focused talent in the business. As a valued team member, we're committed to giving you the resources and support you need to thrive. Our benefits and perks include: Medical, Dental, Vision, Life, and Disability Insurance 401(k) with company match Pre-tax spending accounts including health care FSA and commuter savings Flexible paid time off Professional development reimbursement and ongoing skills training opportunities Employee resource groups Swag, ticket giveaways, and more! At BetMGM, we recognize that every individual plays a meaningful role in our success. That's why we're committed to building a respectful, inclusive workplace. It's the strategy behind every win. By meeting people where they are, we create a culture of belonging where everyone can thrive and a workplace that reflects our values, our people, and our drive to win. As the Senior CRM Lifecycle Optimization Associate, you will be responsible for designing, optimizing, and evolving customer journeys that drive measurable revenue, retention, and long-term value across sports, casino, and poker verticals. This role is not only focused on daily campaign execution. Instead, it is centered on journey intelligence, AI-powered decisioning, experimentation frameworks, and performance optimization. You will continually assess how we engage customers, introduce new ways of delivering value through automation and machine learning, and ensure every lifecycle interaction drives clear ROI. You will partner closely with the Senior CRM Lifecycle Manager, BI, Product, and Business unit teams to transform lifecycle marketing into a scalable, insight-led growth engine.

Senior CRM Lifecycle Optimization Associate

About the role

Responsibilities

Benefits

Additional Information

Your Match

Company Intel

What employees say

Interested in this role?