Penn National Gaming, Inc.

Director, CRM (Sportsbook)

Location US-PA-Philadelphia
Job ID
Casino Property
Penn Interactive Ventures - Philadelphia


Penn Interactive (PI) is an interactive gaming company headquartered in Philadelphia with offices in Las Vegas. As the digital arm to Penn National Gaming (NASDAQ: PENN), the largest regional casino operator in the U.S., we are poised for fast-paced growth in the sports betting and online casino space. We are also partnered with some of the most innovative media companies in the world to drive growth in our businesses. As such, PI is looking for a Director, CRM to accelerate the growth of PI’s real money gaming products, including its online sportsbook and online casino games. 


Working closely with the VP Marketing, you’ll lead the Sportsbook Marketing CRM team, and work to maximize customer experience and retention by researching, documenting and implementing innovative marketing communication strategies.  We have grand visions and intend to execute fast while staying true to our product standards, brand, and core values.  Ideally, you’ve had experience growing and managing a marketing CRM team, and marketing to users for digital-first businesses in the $100M+ annual revenue range while not forgetting what being resourceful means, and rolling up your sleeves to take on functional roles and tasks when the situation requires it.


The Director, CRM is a key management position within the Penn Interactive Sportsbook Marketing team and is responsible for defining and executing strategies to best reach our Sportsbook players. This role manages the entire CRM strategy that is inclusive of strategic marketing communications planning, marketing technology management, and people management. Your goal is to increase the customer lifetime value (revenue, time, and profitability) through increased engagement and retention. You are data focused, which informs your strategic marcomms planning. You have proven capabilities in developing highly sophisticated personalization at scale, automation, strategic marketing & tech innovation, as well as the holistic marcomms omni-channel player experience given the ever evolving communication channels and development of a robust test & learn environment.


This role requires strong marketing and technology experience, deep expertise & a proven track record in CRM and the ability to collaborate cross functionally.


PI is committed to cultivating a diverse and stimulating work environment to achieve extraordinary results. We are looking for an individual who enjoys working in a fast-paced, team-oriented environment, likes to be challenged, and values the opportunity to make impacting change! We have a strong culture of teamwork, collaboration, mutual respect, and transparency, and its vital that the Director, CRM will assist the VP Marketing in continuing to cultivate this culture as we grow.

Your daily responsibilities include

  • Lead the development, execution and management of the CRM strategy. Including the development and execution of omnichannel loyalty marketing and CRM initiatives to optimize acquisition, retention, win-back, dynamic personalization and promotional strategies
  • Analyze customer data, defining actionable segments and creating targeted lifetime value/customer life-cycle engagement campaigns and programs
  • Monitor competitor CRM and loyalty programs, testing and adopting best practices to continuously improve program performance, player value, and profitability
  • Operational responsibility of retained player marketing initiatives; player retention & re-engagement; promotion and bonus campaign planning and execution (incl eROI analysis); executing, reporting, and iterating marcomms plan (incl player bonus liability); content and creative management; and holistic marcomms omni-channel management (email, website, SMS, push, player inbox, phone, direct mail, and social)
  • Working closely with the VP Marketing you will build, manage, and scale the CRM Marketing team
  • Closely work with and contribute to the Product and UA teams to enhance retention, Barstool Sports and Penn Gaming database conversion (with a strong focus on retaining and growing the LTVs of these key cohorts), and user acquisition
  • Working closely with the VP Marketing, develop and enhance KPIs for managing and assessing the success of the CRM marketing channels, campaigns, and programs
  • Working closely with the marketing analytics team to build and monitor dashboards to track and optimize CRM channel performance
  • Identify, prioritize and execute initiatives to grow the Barstool Sports and Penn Gaming database conversion activity and drive increased engagement - whether it’s organic initiatives, viral, referral or product based
  • Deep knowledge of (with proven success in) email, social, and mobile CRM best practices
  • Strong background in online VIP and loyalty marketing programs & initiatives (incl the dynamic player journey models)
  • Execute in an intense, fast-paced, and highly iterative environment

To be successful in this position it will require the following skill set

  • Bachelor’s degree (B.S./B.A.) in Business Administration, Marketing, or related field
  • 8+years in a digital marketing CRM/lifecycle management role or equivalent combination of education, training and experience
  • Adaptable, analytical thinker who can work both strategically as well as in a hands-on executional capacity
  • Excellent oral and written presentation skills
  • Strong ability to manage simultaneous project streams and thrives in a fast-paced, evolving company environment.
  • Innovative thinker who looks beyond immediate competitive set for inspiration and ideas.
  • Hands-on experience working with a variety of CRM tools
  • Experience with Look-Alike Customer Modeling.
  • Exceptionally knowledgeable in current digital marketing CRM principles and best practices, and proven success models for delivering best in show CRM omni-channel planning & execution
  • Demonstrated leadership experience in regulated online gaming or e-commerce marketing not required, but highly regarded
  • Excellent people management skills
  • Ability to meet deadlines and to work under the pressure of short time constraints
  • Must have technical proficiency and knowledge in Microsoft applications (Word, Excel, and Outlook)
  • Must have comprehensive knowledge of marketing systems and processes (included but limited to email, SMS, onsite messaging & CMS management, app and web push notifications, etc.)
  • Proven experience coding in HTML and CSS
  • MUST HAVE: Passion for sports AND/OR sports betting

Something to leave you with

Penn National Gaming is more than you may realize. We have properties throughout the United States and Canada and are embarking on an aggressive growth mode. Our departments and areas of opportunity are ideal for just about any skill set. And our company-wide commitment to making sure our guests smile as much as we do means you’ll enjoy a fun working environment.


Now that you have read about who we are, here is your opportunity to see what we're about!




Equal Opportunity Employer




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