Owns end-to-end CRM campaign execution and optimization for live game operations, including lifecycle, ad hoc, seasonal, and cross-promotional communications. Manages multi-channel campaigns across email, push, and in-game messaging; coordinates creative, localization, and agency partners; oversees QA and launches; builds player segments; runs testing; and monitors engagement, retention, revenue, and reactivation metrics to improve player lifecycle performance.
Craft:
Job Description:
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 ResponsibilitiesLifecycle & 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. More information can be found at King.com or by following us on LinkedIn and @lifeatking on Instagram.
King London, England Office
London, United Kingdom
Similar Jobs
Energy
Own CRM, lifecycle marketing, marketing automation, and website conversion optimization. Develop segmentation, lead nurturing, email campaigns, automated workflows, lead scoring, and database activation programs. Manage CRM integrations and data quality, while optimizing WordPress pages, forms, calls to action, and landing pages for lead generation. Analyze funnel performance, run CRO and A/B testing initiatives, establish KPIs, and collaborate with Sales, Design, Product, Creative, IT, and RevOps teams.
Top Skills:
A/B TestingCrm PlatformsEmail Marketing ToolsMarketing Automation PlatformsWordpress
Artificial Intelligence • Fintech • Payments • Business Intelligence • Financial Services • Generative AI
Own the full sales cycle for Portuguese-speaking SME prospects, from inbound lead qualification and discovery through solutioning, negotiation, closing, onboarding, and activation. Build a high-converting pipeline, achieve revenue and activity targets, develop outreach cadences, maintain CRM workflows and reporting, and collaborate with sales, marketing, operations, and product teams across European markets.
Top Skills:
Ai-Powered Sales Engagement ToolsCRMSales Automation
Artificial Intelligence • Fintech • Payments • Business Intelligence • Financial Services • Generative AI
Own the full sales cycle for Spanish SME customers, from inbound lead qualification and discovery through solutioning, negotiation, closing, onboarding, and activation. Build and manage a high-converting pipeline, meet revenue and activity targets, refine outreach cadences and CRM workflows, and collaborate with sales, marketing, operations, and product teams. The role requires native-level Spanish, fluent English, B2B closing experience, and three days per week in the Barcelona office.
Top Skills:
Ai-Powered Sales Engagement ToolsCRMSales Automation
What you need to know about the London Tech Scene
London isn't just a hub for established businesses; it's also a nursery for innovation. Boasting one of the most recognized fintech ecosystems in Europe, attracting billions in investments each year, London's success has made it a go-to destination for startups looking to make their mark. Top U.K. companies like Hoptin, Moneybox and Marshmallow have already made the city their base — yet fintech is just the beginning. From healthtech to renewable energy to cybersecurity and beyond, the city's startups are breaking new ground across a range of industries.
