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Director of CRM

Location: Irvine, CA

Required Skills

  • Good knowledge of the game of poker and a strong understanding of casino games a plus
  • Bachelors in Marketing or related field; MBA or comparable work experience a plus
  • 5+ years customer relationship management (CRM) /retention experience and/or database marketing and analysis experience preferred
  • Innovative thinker capable of operating both in a strategic capacity (big-picture perspective, asks “why”) and hands-on/execution capacity (detail-oriented, conscientious)
  • Experience in driving measurable results through customer marketing efforts ideally in an e-commerce environment
  • Ability to define opportunities and problems, collect and analyze data, establish facts and make valid conclusions


  • Responsible for all direct communication with customers including communication strategy development, CRM and segmentation, marketing elements of the loyalty program and all campaign reporting
  • Ensure that player retention targets are met (including but not limited to):
    • ROI
    • Player Lifetime Value
    • House Win
    • Net Gaming Revenue (NGR)
  • Develop direct-to-consumer marketing campaign strategy
  • Develop consumer life-cycle communications programs around player acquisition, engagement, growth, retention and reactivation
  • Develop, manage, and analysis of player segmentation models
  • Prepare and coordinate strategy, customer data, content, and create all direct-to-consumer campaigns including email, push notifications and direct messages
  • Continuously optimize and develop communication plan based on data analysis and campaign results
  • Prepare regular reports and recommendations based on campaign results and data analysis
  • Manage relationship with any third party software providers including email service providers and other CRM tools
  • Iterate quickly with A/B testing on email flows, template designs, and copy
  • Work closely with Player Services teams to keep customer support informed on all communications with players
  • Work closely with VIP team and Affiliate Marketing team to ensure execution of direct communications plans
  • Provide input into budgetary and fiscal planning process


Please email your resume to Lynda Jackson at

Pala Interactive was founded in anticipation of upcoming legislation throughout the US to allow for real-money internet wagering. The Pala Band of Mission Indians (PBMI) is the majority shareholder of the business. PBMI owns and operates the Pala Casino Spa and Resort in Pala California. Pala Interactive owns 100% of our in-house developed gaming platform and casino and poker networks.

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