Customer Value Associate Manager / Lifecycle & CRM

Role Summary

The Customer Value Associate Manager / Lifecycle & CRM is a high-impact, performance driven role responsible for owning the end-to-end customer lifecycle strategy across online platforms.

This role is a key growth engine, accountable for maximizing Customer Lifetime Value (CLV), Revenue, and retention performance by delivering data-driven, personalized, and scalable engagement strategies.

The CVM operates at the intersection of acquisition, data analytics, and revenue performance, ensuring that every customer interaction contributes to:

• Increased activation and engagement
• Sustainable retention and churn reduction
• Optimized investments and margins
• Cross-sell between products
• Long-term customer profitability

Core Mission

To maximize customer value across the entire lifecycle by designing, executing, and continuously optimizing data-led, commercially effective CRM strategies.

The role will

• Drive customer engagement, retention, and reactivation
• Increase monetization
• Optimize promotion efficiency and ROI
• Deliver personalized experiences on scale
• Ensure sustainable and responsible user growth

The CVAM must balance

• Commercial performance
• Customer experience (relevance, engagement, satisfaction)
• Compliance

Key Responsibilities

Customer Lifecycle Strategy

• Own the end-to-end user lifecycle.
• Design and optimize segmentation frameworks (value-based, behavioral, lifecycle stage)
• Develop churn prevention and win-back strategies Build loyalty and engagement programs that drive long-term retention
• Define high-value player journeys and upgrade pathways

CRM & Campaign Management

• Plan, execute, and optimize omnichannel CRM campaigns (Automations, email, push, SMS, in-app)
• Build automated and triggered journeys based on behavior
• Deliver event-driven engagement campaigns aligned with commercial priorities
• Ensure high campaign performance, relevance, and personalization
• Manage and optimize offers and promotional mechanics

Data & Analytics

• Analyze user behavior, conversion funnels, and engagement trends
• Conduct cohort analysis, segmentation, and lifecycle performance tracking
• Evaluate campaign effectiveness, ROI, and customer profitability
• Identify growth opportunities and performance gaps
• Translate insights into immediate and actionable strategies

Commercial Performance Optimization

• Own and drive: Retention rate improvement, Churn reduction, Revenue uplift and CLV growth.
• Optimize budget efficiency and ROI
• Improve customer monetization and engagement frequency
• Support cross-sell between product verticals

Compliance

• Monitor and identify risky patterns
• Ensure CRM activities are compliant
• Contribute to sustainable customer engagement strategies.

Required skills & Experience

Experience

• 5/7 years in CRM, LifeCycle, Retention, or Customer Value Roles.
• Experience Managing high-frequency users, lifecycle management and revenue optimization.

Technical & Analytical Skills

• Strong ability to Analyze Customer Data, Translate insights into actions, Track performance and KPIs
• Experience with CRM Platforms, Marketing Automation Tools, Data Analysis.

Core Competencies

Solid experience of Segmentations, Automations, Funnel Analysis, Campaign Performance Metrics.

• Customer Centric Approach
• Agility and Execution Speed
• Strategic Thinking with hands-on delivery
• Strong commercial mindset (focus on revenue & value generation)
• Ownership mentality (end-to-end accountability)
• Stakeholder management and team collaboration