Senior CRM Manager, VIP

Job Description

About Punt

Building a new category is hard — like, really hard. But it's beautiful, and there's nothing we'd rather be doing. Punt is building the future of entertainment: social casino and prediction markets today, with more verticals shipping this year, all in one platform. We're one of the fastest-growing companies in the space.

We hire for talent density, not headcount. Small team, high bar, real ownership — the kind of scope you'd wait years for anywhere larger. Our highest-value players are the core of this business, and the system that serves them is still waiting to be built. That's this role.

The Role

You own the machine behind our highest-value players.

To be clear about what this is and isn't: our Account Management team owns the human relationships. You own the system behind them: the segmentation, the journeys, the offer logic, the measurement, and the automation that lets a small AM team deliver treatment that feels one-to-one at a scale no team could reach by hand. This is a systems and strategy role, not a host role.

High-Value is a separate business from mass CRM, and we run it that way: its own lifecycle, its own journey logic, its own offer strategy, its own economics. You'll define all of it.

Responsibilities

VIP Lifecycle & Relationship Management

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• Own a dedicated High-Value lifecycle strategy, with High-Value players treated as a completely separate lifecycle and managed through distinct journey logic.
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• Build lifecycle programs that drive VIP and High-Value activation, engagement, monetization, loyalty, retention, reactivation, and churn prevention, with a clear long-term retention focus over short-term gain.
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• Develop lower-frequency, higher-personalization communication journeys for High-Value players, prioritizing relevance, quality, and customer experience over send volume.
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• Create event-triggered High-Value communications around key lifecycle moments, including loss events, inactivity signals, deposit milestones, win streaks, and other value or engagement changes.
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• Manage a separate High-Value bonus and offer strategy, ensuring campaign parameters, reward logic, and budget allocation reflect customer value, risk, and retention objectives.
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• Partner with VIP account management, commercial, product, and customer experience teams to ensure CRM communications reflect customer value, preferences, and business priorities.
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• Monitor VIP campaign and journey performance continuously, using insights to improve personalization, timing, offer strategy, and overall customer experience.
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Data & VIP Segmentation

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• Work with the Insights team to develop advanced behavioral, value-based, and lifecycle segmentation frameworks for VIP and high-value audiences.
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• Translate transactional, engagement, and customer value data into actionable CRM attributes for targeting, personalization, and prioritization.
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• Identify opportunities to improve VIP data quality, customer scoring, audience logic, and trigger-based automation.
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Experimentation & Measurement

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• Establish and maintain standards for VIP CRM experimentation, including A/B testing, control groups, holdouts, incremental measurement, and uplift analysis.
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• Define success metrics for VIP CRM programs, including retention, reactivation, frequency, customer value, engagement, and revenue impact.
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• Track High-Value lifecycle performance, including retention rate, reactivation rate, purchases, quality, and communication frequency.
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• Build a culture of evidence-based decision-making across VIP CRM initiatives, balancing commercial impact with long-term customer experience.
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Stakeholder Management & Operations

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• Lead cross-functional initiatives, ensuring alignment between CRM, VIP, product, data, commercial, and support stakeholders.
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• Provide guidance and day-to-day direction to CRM operations specialist involved in VIP campaign execution.
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• Create clear documentation, processes, and QA standards for VIP CRM journeys, campaigns, segmentation, and reporting.
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• Define and maintain dedicated High-Value templates, tone, and design standards in line with brand guidelines, ensuring High-Value communications feel distinct, premium, and consistent.
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• Own suppression and inclusion rules for High-Value audiences, ensuring High-Value players are excluded from mass ATL sends by default unless explicitly included by a strategic decision.
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• Support Account Management by automating scalable CRM processes, promotions, and lifecycle interventions that help AM teams retain and grow High-Value customers.
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Requirements

Experience

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• 5+ years of experience in CRM, lifecycle marketing, VIP marketing, retention, or marketing automation, with at least 2 years in a senior role.
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• Hands-on experience with enterprise CRM or marketing automation platforms such as Optimove, Braze, Customer.io, or equivalent.
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• Demonstrated experience building and managing personalized lifecycle programs for high-value, VIP, loyalty, or revenue-critical customer segments.
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• Experience working with data, analytics, product, and engineering teams to implement segmentation, data pipelines, CRM integrations, and measurement frameworks.
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• Proven track record of using CRM programs to improve customer retention, engagement, monetization, and lifetime value.
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Skills

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• Strong understanding of VIP customer lifecycle management, segmentation, personalization, behavioral targeting, and value-based marketing.
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• Strong understanding of High-Value lifecycle strategy, including separate tiering, lower-frequency personalization, event-triggered journeys, suppression logic, and premium offer management.
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• Proficiency in SQL or equivalent tools for data querying, audience building, and campaign analysis.
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• Solid grasp of experimentation design, including A/B testing, control groups, holdouts, incremental lift, and statistical significance.
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• Ability to translate complex data into clear, actionable VIP CRM strategies and customer journey improvements.
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• Strong commercial judgment and customer empathy, with the ability to balance revenue goals and long-term customer trust.
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Attributes

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• Detail-oriented with a strong bias toward measurement, customer value, and commercial outcomes.
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• Comfortable working in fast-paced, data-rich environments with revenue-critical customer segments.
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• Clear communicator who can work effectively with technical, commercial, operational, and non-technical stakeholders.
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• Proactive in identifying VIP customer experience gaps and proposing scalable, data-informed solutions without waiting for direction.
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• Trusted, discreet, and commercially minded when working with high-value customer data and sensitive customer segments.
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