Director, CRM

Scientific Games:

Scientific Games is the global leader in lottery games, sports betting and technology, and the partner of choice for government lotteries. From cutting-edge backend systems to exciting entertainment experiences and trailblazing retail and digital solutions, we elevate play every day. We push game designs to the next level and are pioneers in data analytics and iLottery. Built on a foundation of trusted partnerships, Scientific Games combines relentless innovation, legendary performance, and unwavering security to responsibly propel the global lottery industry ever forward.

Position Summary

At Scientific Games, we’re reimagining player engagement through data, creativity, and innovation. The Director of CRM will lead the strategic vision and execution of customer relationship marketing across all jurisdictions, driving player engagement, retention, and lifetime value. This role leads a talented team of CRM Managers, leveraging data-driven insights, personalization, and automation to enhance the player experience and deliver measurable results. You’ll collaborate with cross-functional partners in Loyalty, Brand and Digital Marketing, Product, Analytics and 3rd party vendors to ensure CRM programs are consistent, impactful, and aligned with jurisdiction and Scientific Games goals. The ideal candidate is a seasoned marketing leader who combines strategic vision, leadership with hands-on technical and analytical expertise, inspiring teams (direct and dotted-line) to deliver exceptional, player-centric CRM experiences.

What You’ll Do

Leadership & Strategy

• Define and execute SG and lottery CRM vision and strategy that deepens player relationships and increases lifetime value.
• Establish CRM performance goals, KPIs, and success metrics aligned with business objectives for loyalty programs, iLottery and all applicable SG products/services.
• Oversee the integration of CRM strategies with broader digital marketing, loyalty, and iLottery initiatives to maximize impact.
• Champion a data-first, customer-centric approach to marketing that ensures relevance, consistency, and impact.
• Partner with senior leadership to identify new opportunities for growth and player engagement.

Team Development & Management

• Lead, mentor, and develop a high-performing team of CRM Managers.
• Oversee internal and jurisdiction annual and monthly planning, including campaign execution, test-and-learns, staffing and budgeting.
• Establish team processes, best practices, and quality standards for campaign execution and reporting and insights.
• Drive collaboration, accountability, and continuous learning across the CRM organization.
• Conduct regular performance evaluations and coach team members for career growth and skill development.

Program Excellence

• Oversee the design and optimization of automated and calendar-driven CRM programs across email, push, SMS, and in-app channels.
• Ensure flawless campaign execution, testing, and ongoing optimization to improve engagement and conversion rates.
• Lead CRM initiatives for new jurisdiction launches, ensuring alignment with data, product, compliance, and brand standards.
• Drive innovation in personalization, segmentation, and customer journey mapping.

Technology, Data & Analytics

• Serve as the business owner and subject matter expert for Optimove/3rd party CRM platform, guiding platform strategy, capability expansion, and integration.
• Translate data and player insights into actionable strategies that improve retention and marketing ROI.
• Partner with Product, Data, and Technology teams to enhance CRM automation, segmentation, and analytics capabilities.
• Deliver regular reporting and insights to senior leadership, highlighting campaign impact and strategic opportunities.

Cross-Functional Collaboration

• Collaborate with Loyalty, Omni-channel Marketing, and Product teams to build integrated, omnichannel marketing programs.
• Ensure CRM efforts complement acquisition, loyalty, and promotional campaigns to maximize player engagement.
• Partner with regional and jurisdictional teams to ensure alignment with local market goals and regulations.
• Oversee the development of CRM dashboards, reporting frameworks, and leadership insights that inform decision-making and tell the performance story.
• Help define what is next for SG as best-in-class CRM partner.

Business Development & Strategic Oversight

• Lead strategic efforts to expand CRM adoption among current lottery customers and provide expertise to business development for new potential customers/markets.
• Contribute to client sales and partnership discussions, offering CRM insights that support product and service positioning.
• Manage the CRM budget, ensuring efficient resource allocation to maximize performance and ROI.

What You’ll Bring

• 10+ years of experience in CRM, retention marketing, or digital marketing; 5+ years leading teams.
• Proven success managing large-scale, multi-channel CRM programs in digital gaming, lottery, or entertainment.
• Hands-on expertise with Optimove or similar CRM platforms (Salesforce, Braze, etc.).
• Strong analytical skills with the ability to translate complex data into actionable insights.
• Exceptional leadership, communication, and stakeholder management skills.
• Experience building and scaling CRM teams across multiple markets or business units.
• Bachelor’s degree in Marketing, Business, or related field.

Qualifications

Why Scientific Games?
At Scientific Games, we’re innovators at the intersection of technology, data, and entertainment. Our CRM team plays a critical role in transforming how players experience our digital and lottery products. When you join us, you’ll be part of a collaborative culture that values innovation, integrity, and impact. You’ll lead initiatives that connect millions of players to experiences that excite, engage, and inspire.
Ready to make an impact? Join Scientific Games and help us redefine the future of player engagement.

Physical Requirements

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is regularly required to sit, stand, walk, bend, use hands, operate a computer, and have specific vision abilities to include close and distance vision, and ability to adjust focus working with computer and business equipment.

Work Conditions

Scientific Games, LLC and its affiliates (collectively, “SG”) are engaged in highly regulated gaming and lottery businesses.   As a result, certain SG employees may, among other things, be required to obtain a gaming or other license(s), undergo background investigations or security checks, or meet certain standards dictated by law, regulation or contracts.   In order to ensure SG complies with its regulatory and contractual commitments, as a condition to hiring and continuing to employ its employees, SG requires all of its employees to meet those requirements that are necessary to fulfill their individual roles.  As a prerequisite to employment with SG (to the extent permitted by law), you shall be asked to consent to SG conducting a due diligence/background investigation on you.

This job description should not be interpreted as all-inclusive; it is intended to identify major responsibilities and requirements of the job. The employee in this position may be requested to perform other job-related tasks and responsibilities than those stated above. 
 

SG is an Equal Opportunity Employer and does not discriminate against applicants due to race, color, sex, age, national origin, religion, sexual orientation, gender identity, status as a veteran, and basis of disability or any other federal, state or local protected class. If you’d like more information about your equal employment opportunity rights as an applicant under the law, please click here for EEOC Poster.