Head of Customer Relationship Management

About UsAt FDJ UNITED, we don't just follow the game, we reinvent it.FDJ UNITED is one of Europe’s leading betting and gaming operators, with a vast portfolio of iconic brands and a reputation for technological excellence. With more than 5,000 employees and a presence in around fifteen regulated markets, the Group offers a diversified, responsible range of games, both under exclusive rights and open to competition. We set new standards, proving that entertainment and safety can go hand in hand. Here, you’ll work alongside a team of passionate individuals dedicated to delivering the best and safest entertaining experiences for our customers every day.We’re looking for bold people who are eager to succeed and ready to level-up the game. If you thrive on innovation, embrace challenges, and want to make a real impact at all levels, FDJ UNITED is your playing field.Join us in shaping the future of gaming. Are you ready to LEVEL-UP THE GAME?The roleThis role will champion a performance-driven culture that places data, automation, and continuous optimisation at the heart of how we engage, convert, and retain customers.You will be responsible for establishing and embedding a best-in-class, always-on testing and optimisation framework that delivers measurable improvements across CRM, lifecycle, and cross-channel marketing programmes. By leveraging the full capabilities of Optimove and our broader MarTech stack, you will unlock opportunities for personalisation, scalability, and predictive optimisation, ensuring that our campaigns continuously learn, evolve, and deliver incremental value aligned with key KPIs and commercial goals.Collaborating closely with the Head of Social, Head of Transformation, Head of Acquisition, and Product MarTech, you will ensure that Always-On Marketing is fully integrated into the wider marketing ecosystem. You'll lead by example — empowering teams to utilise data insights, automation, and experimentation to deliver high-impact, scalable campaigns that drive long-term growth.This is a hands-on, results-oriented leadership position supporting a cross-market team to deliver against ambitious roadmaps, remove barriers, and accelerate performance. You'll combine analytical rigour, marketing innovation, and a passion for optimisation to elevate and evolve our Always-On Marketing strategy.What you will do:Strategic Leadership & TransformationLead and inspire the central Always-On Marketing team, embedding a customer-first and data-driven culture.Optimisation Strategy Ownership: Defines the roadmap for analytics maturity, experimentation pipelines, and optimisation programmes across teams.Cross-Functional Collaboration: Partners with Product, Marketing, Data Science, and Tech to ensure analytical insights directly inform product and campaign decisions.Capability Building: Champions an analytical mindset, mentoring teams in test design, statistical significance, and data-driven storytelling.Analytical & Optimisation ExpertiseAlways-On Testing Mindset: Leads a culture of continuous experimentation across CRM, lifecycle, and customer touchpoints — ensuring the team is constantly learning, iterating, and improving against key KPIs and business objectives.CRM Performance Optimisation: Designs and implements an always-on testing framework to identify high-impact opportunities within our CRM programme — improving engagement rates, conversion, retention, and customer lifetime value.Data-Driven Decision Making: Translates performance data into clear, actionable insights that inform channel strategy, creative optimisation, and audience segmentation.Advanced Analytical Rigor: Leverages statistical analysis, segmentation, and predictive modelling to measure the incremental impact of campaigns and prioritise activities that deliver measurable ROI.Full-Funnel Optimisation: Champions and works with the marketing team yo build and manage an integrated optimisation roadmap across acquisition, activation, retention, and reactivation, aligned with company OKRs.Continuous Performance Improvement: Partners with Product, Marketing, and Data teams to connect insights to action — from message testing and timing optimisation to lifecycle journey design.Measurement & Attribution: Ensures robust testing design (A/B, multivariate, holdout) and consistent attribution to quantify uplift and inform future investment decisions.Set, track, and report against ambitious growth targets agreed with the Marketing Director.Customer & Data CentricityChampion the use of segmentation, predictive analytics, and behavioural insights to drive precision in lifecycle marketing.Ensure all campaigns are designed to deliver measurable impact across retention, conversion, and customer value.Automation & EfficiencyMaximise the full potential of Optimove and related Martech platforms to increase automation, streamline execution, and improve campaign scalability.Deliver operational efficiency through automation, freeing the team to focus on strategy and innovation.Skills & ExperienceProven leadership experience in Always-On, CRM, Lifecycle, or Performance Marketing.Strong expertise in marketing automation platforms (Optimove experience highly desirable).Strong Optimove and other CRM platform ExperienceExperience Managing large teamsDemonstrated success in delivering measurable growth through retention, conversion, and CLV initiatives.Deep understanding of customer data, segmentation, and predictive modelling.Strong commercial acumen with a proven track record of delivering against revenue and performance KPIs.Excellent stakeholder management, with the ability to influence and align senior leaders.Agile mindset, balancing short-term wins with long-term strategic transformation.Understanding of current web and data technologies.Experience with APIs, automation, and integration workflows.Experience with campaign execution, data integrations, and performance reporting.Good stakeholder management experiencePersonal AttributesCustomer-obsessed and passionate about creating meaningful, data-led marketing experiences.Commercially minded, with a laser focus on growth outcomes.Innovative thinker, comfortable challenging existing ways of working.Collaborative leader who thrives in a fast-paced, evolving environment.Great communicatorWhat Success Looks LikeClear ownership and delivery of retention, conversion, CLV, and revenue contribution targets.Embedding a new, customer and data-led way of working across the Always-On Marketing team.Delivering measurable efficiency gains through automation and advanced use of Optimove.Seamless collaboration with the Head of Social, Head of Transformation, Head of Acquisition, and Marketing Director to drive forward the next phase of next-gen marketing.Establishing a culture of continuous testing, learning, and optimisation to accelerate growth.Regular reporting to senior leadership, with evidence of progress against agreed KPIs and forecasts.