Analyse CRM campaign performance across all brands and channels, monitoring KPIs including conversion rates, retention, ARPU, and NGR.
Evaluate campaign effectiveness, identify performance trends, and break down results by segment, product, and player lifecycle stage.
Turn data into clear, actionable recommendations
identifying underperforming campaigns and highlighting opportunities to increase conversion, retention, and revenue.
Own and support the CRM testing framework, designing and analysing A/B tests across campaigns and bonus strategies.
Ensure test learnings are documented and consistently applied to future campaigns.
Build and maintain CRM performance dashboards in tools such as FastTrack or BI platforms, providing regular updates to stakeholders.
Analyse player activity, deposit patterns, and engagement trends to support RFM, lifecycle, and VIP segmentation models.
Identify high-value opportunities and churn risks through player behaviour analysis.
Work closely with CRM Strategy, Mechanics, QA, and BI teams to align insights with campaign execution and planning.
Act as the analytical backbone of the CRM team, supporting data-driven decision-making across stakeholders.

Strong analytical mindset with the ability to interpret complex datasets.
Advanced proficiency in Excel / Google Sheets.
Experience with SQL and BI tools such as Looker, Tableau, or Power BI (highly desirable).
Strong understanding of CRM metrics: retention, churn, ARPU, NGR, and conversion rates.
Experience analysing campaign performance in CRM environments.
Proven experience designing and analysing A/B tests, and translating results into business actions.
Ability to turn data into clear, actionable insights
communicating effectively with both technical and non-technical stakeholders.
High level of accuracy in reporting and analysis, with a sharp eye for anomalies.
Proactive, self-motivated approach to identifying growth opportunities.
Experience with FastTrack will be considered a strong plus.

CRM Performance Analyst

Key skills