Senior Proposition & Player Engagement Manager

Job Description

Senior Proposition & Player Engagement Manager

Marketing & Commercial | Manager level | People leadership (3 direct reports)

New year. New ideas. A bigger impact on how millions of players experience tombola.

As we step into a new year, we’re looking for someone to set the rhythm for how tombola connects with its players — shaping the moments, messages and experiences that make everyday play more fun, more personal and unmistakably tombola.

This is a highly visible, strategically important role at the heart of our Marketing and Commercial team. If you bring substantial CRM experience, thrive in customer-focused environments, and are passionate about leading and developing high-performing teams, this role offers real scope to make an impact.

The role

As Senior Proposition & Player Engagement Manager, you’ll be the architect of our player engagement vision.

You’ll own how we bring our propositions to life across CRM, promotions and player communications, turning insight into emotionally resonant, customer-centric experiences that build loyalty, drive engagement and support long-term commercial growth.

You’ll lead and develop a CRM and Promotions team, setting clear direction, coaching talent and creating an environment where people can do their best work. This role sits at the heart of our commercial and brand strategy and plays a key role in how we understand and respond to player needs.

What you’ll be doing

Player Proposition & Engagement Strategy

• Own the long-term vision and roadmap for player engagement, with a strong focus on customer needs, personalisation and distinctiveness.

• Build player-first propositions across ATL, BTL and Free-to-Play, aligned to tombola’s values and commercial goals.

• Use insight, segmentation and behavioural understanding to design experiences that feel timely, relevant and meaningful.

CRM & Promotional Excellence

• Lead a high-performing, customer-focused CRM and Promotions function, delivering on-brand communications across email, push, in-product and digital channels.

• Set clear priorities, standards and ways of working, ensuring excellence in execution, governance and QA.

• Maximise our CRM and promotional technology, leveraging automation, behavioural triggers and AI-driven optimisation.

• Ensure CRM activity is rooted in a deep understanding of player behaviour, needs and motivations.

Experimentation & Continuous Improvement

• Build and embed a strong test-and-learn culture across CRM, propositions and communications.

• Partner with BI to define hypotheses, measurement frameworks and insight loops.

• Translate learning into rapid iteration, improving engagement, retention and customer experience.

Tone of Voice & Communication Leadership

• Own tombola’s player-first tone of voice across all outbound communications.

• Ensure messaging is clear, responsible and consistent, building trust and long-term relationships with players.

Performance, Insight & Accountability

• Define and own the KPI framework for CRM effectiveness, engagement, retention and lifetime value.

• Oversee reporting and insight, working closely with BI to drive data-led decision making.

• Present performance, insight and recommendations to senior stakeholders with confidence and clarity.

Leadership & Talent Development

• Provide strong, confident leadership to a team of CRM managers and promotional specialists.

• Develop talent through coaching, feedback and clear progression pathways.

• Build a culture of accountability, curiosity and continuous improvement.

• Partner cross-functionally with Brand, Product, Tech, BI and Operations to deliver joined-up customer experiences.

• Act as a visible champion of the player and of high-quality CRM practice across the business.

What success looks like

• Sustained growth in engagement, retention and customer lifetime value

• High-impact, customer-centric CRM and promotional strategies

• A motivated, high-performing team with clear development and progression

• Increased personalisation and automation across player communications

• Strong stakeholder confidence in CRM capability and leadership

• Improved player satisfaction and reduced friction across journeys