The Group CRM Lead is responsible for defining, driving, and embedding a Group-wide CRM vision and helping implement the system that maximizes customer engagement, personalization, and long-term value across all lotteries within the Postcode Lottery Group. You will co-lead the strategy, implementation, and continuous optimization of the Group CRM platform and capabilities—ensuring harmonization across markets while enabling strong local execution.

“The Group CRM Lead supports local teams through frameworks, playbooks, and best practices, and acts as a trusted advisor in applying CRM effectively in daily operations. Yet, this only works with the flexibility and influence to set the right pace and approach in each market to make it happen.” – Kim Geurtz, Head of New Business

Reporting to the Head of New Business, you will play a pivotal role in transforming how we engage with players. You will act as the bridge between Group-level ambition and market-level delivery, ensuring CRM becomes a scalable, data-driven growth engine for the Group Ecosystem.

You will collaborate closely with Marketing, Product, Data & Analytics, and Technology teams, as well as external implementation partners, to ensure CRM capabilities are future-proof, compliant, measurable, and deeply embedded in business and customer strategies.

This is what you will do

Lead Group-wide CRM transformation

• Lead the CRM workstream within the Fast Track to the Future programme in close collaboration with the Head of New Business.
• Drive the successful Group-wide rollout of the new CRM platform, ensuring consistency, scalability, and adoption across all markets.
• Replace fragmented or legacy CRM approaches with a unified platform and operating model, without disrupting customer experience.

Ensure all CRM initiatives deliver measurable customer and business value.

• Shape and drive the Group CRM strategy
• Own the Group CRM vision, strategy, and roadmap, aligned with Group Marketing, Product, Data, and Tech priorities.
• Define the balance between centralized Group direction and local market autonomy, clarifying responsibilities and decision rights.
• Champion innovation in CRM channels, engagement methods, and lifecycle communication.

Build Next Best Action and personalization capabilities

• Define and drive a Group-wide Next Best Action (NBA) strategy, ensuring relevance, scalability, and measurable impact, helping local lotteries define and reach their maturity level.
• Establish and evolve a real-time data and personalization strategy across markets.
• Partner closely with Data & Analytics teams to enable advanced segmentation, personalization, and analytics use cases.

Enable execution and CRM maturity across markets

• Support local markets in increasing CRM maturity across people, processes, and tooling.
• Develop and maintain best practices, playbooks, frameworks, and guidelines for CRM execution.
• Act as a trusted advisor to local CRM and marketing teams, providing hands-on support where needed.

Own CRM platforms and vendor coordination

• Manage the operational and strategic rollout of the new CRM platform across all Postcode Lottery markets.
• Define standards for CRM platform usage, integrations, governance, and consent management.
• Serve as the central point of contact for external CRM implementation and technology partners.
• Evaluate and manage first-party and third-party CRM tools to meet evolving Group needs.

Drive measurement, insights, and optimization in journeys

• Define Group-level CRM KPIs and measurement frameworks.
• Build a strong measurement and experimentation culture, including advanced analytics approaches such as causal inference.
• Share insights, benchmarks, and success stories across markets to drive continuous improvement.
• Track adoption, maturity growth, and business impact of CRM initiatives.

Ensure compliance and data quality

• Ensure CRM activities comply with GDPR and local regulations, in close collaboration with Legal, Data, and Tech teams.
• Safeguard data quality, consent management, and responsible use of customer data across all touchpoints.
• Embed compliance and privacy-by-design principles into CRM processes and tooling.

Drive collaboration across Group functions

• Foster strong collaboration between Marketing, Product, Technology, and Data & Analytics.
• Align CRM initiatives with other FTTF workstreams and Group-wide priorities.
• Clearly communicate progress, risks, dependencies, and outcomes to senior stakeholders.

Your qualities

• Master’s degree in Marketing, Business Administration, or a related field, with a strong affinity for data and technology.
• 10+ years of experience in data-driven marketing or CRM roles, including at least 5 years in a leadership or coordinating position in a B2C company, experience with subscription models.
• Deep knowledge of CRM, marketing automation, and digital engagement strategies.
• Hands-on experience with CRM, marketing automation tooling, and NBA Marketing.
• Experience and knowledge of the role and function of a CDP, and Identity resolution is needed.
• Strong analytical and strategic mindset, with proven ability to translate data into actionable insights.
• Excellent stakeholder management, communication, and collaboration skills. Fluent in English.
• Proven experience in project and change management within complex, multi-market environments.
• Proactive, pragmatic, and results-oriented, with a passion for innovation and continuous improvement.
• Inspirational leadership style, able to align diverse teams around shared goals.

Join us

We believe an inclusive organisation is the ideal breeding ground for creativity, collaboration and innovation. Employee solidarity is important to us, too. Each of us has a part to play in that – we are the organisation, after all. We strive to make everyone feel at home. That means keeping an open mind and paying attention to each other’s welfare.

Can you see yourself as part of the team? We encourage you to apply – whatever your roots, religion, age, ability to work or life philosophy.

Postcode Lottery Group is partnering in this recruitment process with Top of Minds. Please contact Jessica Lim via [email protected] to get more information or apply via topofminds.com/vacancy-group-crm-lead-postcode-lottery-group/.