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About the Role
The Senior CRM Specialist is responsible for delivering and improving communications that support live game operations and the full player lifecycle. This role focuses on effective execution and continuous improvement of CRM activity to drive player retention, engagement, and reactivation across multiple direct channels.
Responsibilities
- Plan and operate lifecycle communications designed to engage players at every stage.
- Deliver ad hoc campaigns in response to immediate game, player, and commercial opportunities.
- Execute multi-channel communications across push notifications, email, in-game messaging, and other relevant CRM channels.
- Brief and coordinate copy, design, localisation and assets across functional teams.
- Own QA processes to guarantee accurate and timely campaign launches.
- Support seasonal events, new feature launches, live operations, and cross-promotional initiatives.
- Build targeted audiences and apply player segmentation approaches.
- Market new propositions and in-game reward systems to maximize player awareness, adoption, and participation.
- Employ a test, learn and iterate approach covering audiences, content, timing, messaging channels, and player propositions.
- Continuously monitor active campaign performance to identify and implement immediate optimisation opportunities.
- Track and report on core performance metrics, including reach, engagement, retention, revenue, and other related KPIs.
- Help players engage more deeply with the game, remain active for longer periods, and return after periods of inactivity.
- Contribute actionable campaign insights and operational learnings to shape the future CRM strategic roadmap.
- Support the coordination, briefing, and execution of campaign workflows delivered in collaboration with agency partners.
Requirements
- Strong understanding of player needs and how to serve the best player experience.
- Demonstrated ability to manage campaign quality, optimisation, and end-to-end performance independently.
- Hands-on experience executing lifecycle and ad-hoc communications via email, push notifications, and in-game messaging.
- Proven competency in running structured optimisation tests (channel, timing, copy, propositions) and tracking KPIs such as retention and monetisation.
- Experience briefing, delegating and working collaboratively with internal teams and external agency partners.
Skills
- CRM
- Campaign Management
- Player Lifecycle Management
- Multi-channel Communication (Email, Push Notifications, In-game Messaging)
- Segmentation
- A/B Testing
- Performance Tracking
- KPI Reporting
- Cross-functional Collaboration
- Agency Management
Experience Level
- Senior
About the Company
- King is a leading interactive entertainment company for the mobile world with a mission of Making the World Playful.
- King has over 20 years of history in the mobile gaming industry, known for iconic games like the Candy Crush franchise and Farm Heroes Saga.
- Approximately 200 million people play a King game monthly.
- King is part of Microsoft (NASDAQ: MSFT).
- King has offices in Stockholm, Malmö, London, Barcelona, Berlin, Dublin, San Francisco, New York, Los Angeles, and Malta.