10+ years building CRM for igaming and sweeps brands
I’m Karina Todorova, a CRM consultant specialising in igaming and US sweepstakes. I’ve led CRM and lifecycle marketing teams on the operator side, managed promotions calendars under pressure, and seen what happens when CRM is treated as an afterthought. Now I work with brands that want a more strategic, data‑driven approach to player retention.
From in‑house CRM lead to independent consultant
Over the last decade I’ve helped launch new brands, re‑structure CRM setups, and design retention programmes across casino and sweeps operations. I’ve worked on everything from first‑time depositor journeys and onboarding to VIP programmes and reactivation campaigns. That experience means I’m comfortable jumping into complex situations, quickly identifying what’s broken, and helping teams execute the right changes.
A practical, collaborative approach
I don’t deliver 80‑page decks and disappear. I collaborate closely with CRM, marketing, and product teams to turn strategy into concrete campaigns, journeys, and experiments. Depending on your needs, I can run a focused audit, support you through a CRM overhaul, or act as a fractional Head of CRM while you’re hiring. My goal is to leave your team stronger, with a clear roadmap and processes they can continue without me.
Player‑centric, data‑driven, commercially realistic
Great CRM respects the player experience while hitting commercial targets. It’s built on good data, clear segmentation, and consistent messaging—not constant blasts or endless bonus codes. I believe in testing, learning, and iterating, but also in choosing a direction and committing to it long enough to see real impact.
When we’re likely a strong match
You’ll get most value from working with me if you already have some CRM foundation in place and want to take it to the next level.
Maybe you’re launching a new casino or sweeps brand and need CRM set up right from day one, or you’re looking at underperforming numbers and know your existing program needs a reset.
If you’re ready to invest in CRM as a strategic growth lever, I’d love to hear from you.
Curious whether I’m the right CRM consultant for your brand? Book a quick intro call and we’ll find out.