Dibdob25

Commercially focused CRM Manager with 8+ years in iGaming (Casino, Bingo and Gaming), specialising in lifecycle automation, segmentation and data-led optimisation to grow retention, reactivation and customer lifetime value. Has led a team of six delivering 30+ campaigns a month across a 200,000+ customer database, and previously managed a £30M NGR VIP portfolio. Combines hands-on expertise in triggered journeys, A/B testing and multi-channel orchestration (email, SMS, push, onsite) with sound commercial judgement on bonus strategy, promotional performance and VIP/HVC retention.

Works closely with Product, BI, Compliance, Brand and CMS teams to improve campaign performance, operational efficiency and customer experience across UK and international markets. £30M annual NGR VIP portfolio managed | +40% cross-sell participation | −33% campaign deployment time | +17% player reactivation

Delivery Driver (Evri & Amazon) at Self Employed (2026-08 – Present)

• Independent multi-drop parcel delivery: self-managed route planning, strict service levels, accurate scanning and proof-of-delivery records, and professional customer communication.

CRM Manager (Casino) at 10bet Global (2025-12 – 2026-08)

• Led Casino CRM strategy across email, SMS, push and in-app messaging, aligning campaign activity and promotions to commercial objectives.
• Shaped automation strategy for onboarding, retention, churn-prevention and reactivation journeys.
• Built behavioural, transactional and engagement-based segmentation to lift retention, reactivation, deposit frequency and player lifetime value.
• Owned campaign planning, execution, QA and optimisation across promotional and automated journeys, using A/B testing frameworks to improve open rate, CTR, conversion and promo engagement.
• Partnered with Product, BI, Brand, CMS and Compliance to deliver commercially aligned campaigns, and monitored CRM KPIs and behavioural trends to identify uplift opportunities.
• Impact: Retention +12% | Reactivation +17% | CRM conversion +8% | Engagement +15% | 10% uplift in CTR, open rate and deposit conversion | 50,000+ customer database

Orchestration Team Lead (Casino & Bingo) at Betfred (2023-10 – 2025-12)

• Led CRM orchestration and promotional strategy across Casino and Bingo, delivering retention, reactivation and cross-sell campaigns.
• Managed and mentored a team of 6 CRM / Marketing Executives, improving delivery efficiency and team performance.
• Oversaw campaign planning, workflow management, copy approval, testing and multi-channel execution.
• Worked with BI and commercial teams to identify audience opportunities and optimise segmentation, and introduced testing and reporting processes that improved performance visibility and decision-making.
• Supported CRM roadmap planning and automation initiatives across key customer lifecycle stages.
• Impact: Campaign deployment time −33% | Cross-sell participation +40% | Engagement +12% | Team productivity +25% | 30+ campaigns a month | 200,000+ customer database

Senior CRM Executive at Betfred (2022-04 – 2023-10)

• Managed segmented CRM campaigns across Casino, Bingo and Gaming, focused on retention and player engagement.
• Executed personalised lifecycle campaigns using behavioural segmentation and activity triggers.
• Delivered campaign reporting and analysis across engagement, conversion and revenue KPIs, and supported bonus strategy execution, promotional optimisation and reactivation.

CRM Executive at Betfred (2021-01 – 2022-04)

• Executed email, SMS and push campaigns supporting acquisition, retention and reactivation objectives, including campaign set-up, audience segmentation and performance reporting.
• Supported optimisation through customer insight analysis and engagement monitoring, working with compliance and commercial teams to meet regulatory and brand standards.

HVC CRM Marketing Assistant at Active Win Media (2020-08 – 2021-01)

• Supported HVC / VIP CRM planning and targeted retention activity, including promotional execution, player communications and reporting.
• Analysed engagement and campaign performance data to support optimisation.
• Impact: Supported retention of an HVC / VIP base worth £10M+ annual NGR | VIP engagement +30%

VIP Account Manager at Active Win Media (2017-07 – 2020-07)

• Managed a portfolio of high-value customers, driving retention, engagement and loyalty through personalised relationship management and tailored promotional offers.
• Monitored player activity to identify retention opportunities and reduce churn risk.
• Impact: £30M annual NGR portfolio | 80% of high-value customers retained | Spend / deposits +20% | VIP churn −75%

Customer Care Supervisor at ACHICA.com (2015-10 – 2017-05)

• Led the customer care team (30+ staff at peak), improving workflow efficiency, service delivery, training and performance management.
• Impact: Customer satisfaction +12% | Response times −60%

High School Diploma – North Chadderton Sixth Form