CRM & Loyalty Manager

The CRM and Loyalty Manager will be responsible for the strategy, execution, and optimization of customer relationship management and loyalty initiatives for the Massachusetts Lottery’s iLottery program. Reporting to the iLottery Marketing Manager, you will be responsible for developing and delivering data-driven engagement and retention campaigns across digital channels to improve player experience and drive business growth. This role serves as the primary owner of the iLottery loyalty program and digital communications strategy, coordinating planning, performance, and innovation. You will lead and mentor four Digital Coordinators who support day-to-day campaign execution, program operations, and QA.

This role is remote to start, but will transition to a hybrid schedule once our office location is established.

What You'll Do

• Own the end-to-end strategy and performance of CRM and loyalty programs to support player acquisition, retention, and lifecycle marketing goals.

• Develop and supervise multi-channel digital marketing campaigns, including email, SMS, push notifications, and promotions, with a focus on building long-term player engagement.

• Lead campaign execution and quality assurance for email templates, marketing materials, and digital assets across platforms.

• Lead planning and optimization of the loyalty program roadmap, promotional calendar, and associated budgets to meet revenue and engagement targets.

• Use data insights to advise audience segmentation, personalization strategies, automated campaign flows, and targeted lifecycle marketing journeys.

• Collaborate with cross-functional teams to ensure CRM and loyalty initiatives are coordinated with the broader customer experience and business strategy.

• Develop a test-and-learn culture by crafting and analyzing A/B tests, measuring performance, and making data-driven improvements.

• Provide ongoing reporting and insights on key performance indicators, campaign results, and customer trends to team members and leadership.

• Build and maintain strong working relationships with internal teams and external vendors to support the coordination and execution of CRM and loyalty efforts.

• Lead and mentor four Digital Coordinators, ensuring high-quality execution, professional development, and effective partnership.

• Stay current on CRM, loyalty, and digital engagement trends, tools, and technologies, and recommend improvements to increase program impact

What We're Looking For

• Bachelor’s degree in Marketing, Business, Communications, or related field. A comparable amount of training and related experience may be substituted.

• 5+ years of experience in CRM marketing, digital engagement, or loyalty program strategy.

• Experience handling direct reports or leading teams in a digital marketing environment.

• Proven track record to develop and optimize data-driven CRM and loyalty campaigns that drive retention and engagement.

• Strong understanding of lifecycle marketing, customer segmentation, personalization, and marketing automation.

• Experience running campaign planning, content creation, QA, and performance supervising across email, SMS, push, and digital platforms.

• Proficiency with CRM platforms and email service providers (ESPs); experience with Bloomreach Engagement preferred.

• Familiarity with HTML/CSS for customizing email templates and digital content.

• Skilled in analyzing campaign metrics and customer behavior to advise strategy and improve performance.

• Strong collaboration and interpersonal skills, with the ability to work cross-functionally and manage vendor relationships.

• Highly organized and diligent, with strong project management skills and the ability to manage multiple initiatives in an agile environment.

• Knowledge of compliance standards related to digital communications (e.g., CAN-SPAM).

• Basic knowledge of HTML/CSS and email design a plus

Company Summary

About Aristocrat

Aristocrat Leisure Limited (ASX: ALL) is a leading gaming content creation company powered by technology to deliver industry-leading casino games together with mobile games and online real money games, collectively entertaining millions of players worldwide, every day. Headquartered in Sydney, Australia, Aristocrat has three operating business units, spanning regulated land-based gaming (Aristocrat Gaming), social casino (Product Madness) and regulated online real money (Aristocrat Interactive). Our team of over 8,500 people across the globe are united by our company mission to bring joy to life through the power of play.

Our Values

• All about the Player

• Talent Unleashed

• Collective Brilliance

• Good Business Good Citizen

Travel Expectations

Pay Range

Our goal is to pay a market competitive salary focusing near the median of our pay ranges. However, final offers for all positions will be based on several factors such as experience level, education, skills, work location, and internal pay equity. 

This position offers a comprehensive benefits package, including health, dental, and vision insurance, paid time off, and a 401(k) plan with employer matching, more details available at https://atibenefits.com/.

Additional Information

This role is subject to mandatory background screening and regulatory approvals. As part of your employment with Aristocrat, you may be required to complete a criminal background check, submit fingerprints, and obtain licenses or registrations with applicable gaming regulatory authorities.

Aristocrat operates in a highly regulated environment and holds licenses in over 340 gaming jurisdictions worldwide. To meet our global compliance obligations, you will be required to provide the disclosure of relevant personal and background information to government agencies, sovereign nations/tribal regulators, and other applicable gaming regulatory bodies. This is a condition of Aristocrat’s gaming licenses. The specific information required may vary depending on the jurisdiction and project assignment.