Senior CRM Specialist

The Senior CRM Specialist is responsible for delivering and improving the communications that support our live game operations and the full player lifecycle.

The Senior CRM Specialist will retain end-to-end ownership of campaign quality, optimisation, and overall performance. The primary focus of this role is the effective execution and continuous improvement of current CRM activity, driving daily player retention, deep engagement, and reactivation across multiple direct channels.

Key Responsibilities

Lifecycle & Ad-Hoc Campaign Operations

• 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.
• Ownership of QA processes to guarantee accurate and timely campaign launches.
• Support seasonal events, new feature launches, live operations, and cross-promotional initiatives.

Segmentation, Testing & Optimisation

• Build targeted audiences and apply player segmentation approaches.
• Market new propositions and in-game reward systems to maximize player awareness, adoption, and participation.
• Strong test, learn and iterate approach that covers audiences, content, timing, messaging channels, and player propositions.
• Monitor active campaign performance continuously to identify and implement immediate opportunities for optimisation.

Analytics, Insights & Collaboration

• 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 help shape the future CRM strategic roadmap.
• Support the coordination, briefing, and execution of campaign workflows delivered in collaboration with agency partners.

Core Competencies & Requirements

• Player First Mindset: Strong understanding of player needs and how we can serve the best player experience.
• Campaign Ownership: Demonstrated ability to manage campaign quality, optimisation, and end-to-end performance independently.
• Multi-Channel Expertise: Hands-on experience executing lifecycle and ad-hoc communications via email, push notifications, and in-game messaging.
• Testing & Analytics: Proven competency in running structured optimisation tests (channel, timing, copy, propositions) and tracking KPIs such as retention and monetisation.
• Cross-Functional Collaboration: Experience briefing, delegating and working collaboratively with internal teams and external agency partners.

About King

With a mission of Making the World Playful, King is a leading interactive entertainment company for the mobile world with more than 20 years of history of delivering some of the world’s most iconic games in the mobile gaming industry, including the world-famous Candy Crush franchise, as well as other mobile titles such as Farm Heroes Saga. Around 200 million people play a King game every month. King, part of Microsoft (NASDAQ: MSFT), has Kingsters in Stockholm, Malmö, London, Barcelona, Berlin, Dublin, San Francisco, New York, Los Angeles and Malta.