Reporting to: Co-Founder
Location: Remote or On-site
Role Overview
The Retention & Conversion Specialist is responsible for maximising player lifetime value (LTV) by improving how effectively the casino converts new registrations into depositing players - and keeps existing users engaged, active, and loyal.
This person sits at the intersection of marketing, data, and operations, designing and executing personalised campaigns, promotions, and communication strategies that drive engagement, deposits, and retention across multiple player segments.
Key Responsibilities
Retention Management
- Execute player retention strategies to increase active users, reduce churn, and boost reactivation.
- Execute player lifecycle campaigns - welcome series, reactivation, loyalty rewards, win-back flows, etc.
- Manage CRM and email marketing tools to deliver personalised communication based on player behaviour.
- Work with analytics to identify at-risk users and proactively target them with tailored offers.
- Build and manage VIP and loyalty programs, ensuring high-value players receive personalised experiences.
- Collaborate with customer support to ensure a seamless, engaging post-deposit experience.
Conversion Optimization
- Increase conversion rates from registration → deposit and from first deposit → repeat deposit.
- A/B test bonus offers, messaging, and onboarding flows to identify the most effective approaches.
- Analyse player funnel performance (traffic → registration → deposit → active → retained).
- Coordinate with the UI/UX and product teams to optimise website and in-app conversion paths.
- Identify and reduce friction points in KYC, deposit, and gameplay onboarding.
Data & Performance Tracking
- Monitor and report key retention and conversion KPIs (DAU, MAU, churn, ARPU, LTV, retention rate).
- Use player segmentation and cohort analysis to create targeted campaigns.
- Provide insights and recommendations based on player data, behaviours, and campaign results.
- Forecast retention performance and recommend budget allocations for retention activities.
Collaboration
- Work closely with marketing, CRM, VIP, and product teams to align retention and acquisition efforts.
- Liaise with payment, support, and affiliates to ensure consistent player experiences.
- Collaborate with game providers to plan themed promotions and new release campaigns.
Innovation & Strategy
- Stay updated on competitor trends and market benchmarks in casino retention and loyalty.
- Continuously refine bonus mechanics, gamification, and personalisation strategies.
- Contribute to long-term retention strategy and LTV growth planning.
Skills & Qualifications
- 3+ years of experience in online casino, igaming, or similar digital entertainment industries.
- Strong understanding of player lifecycle, CRM systems, and campaign automation.
- Analytical mindset - able to interpret data and translate insights into action.
- Proficient in Excel / Google Sheets, BI tools, CRM systems (Optimove, HubSpot, etc.).
- Experience with A/B testing and segmentation tools.
- Creative and strategic thinker with a data-driven approach.
- Excellent communication and project management skills.
Key KPIs
- Registration-to-deposit conversion rate
- Deposit-to-active-player conversion
- Player retention rate (D7, D30, D90)
- Average revenue per user (ARPU)
- Player lifetime value (LTV)
- Churn rate
- Reactivation rate of dormant users