CRM & Promotions Engine Build for a US Sweepstakes Casino Launch

The operator was preparing to launch into the US sweepstakes market with:

• no existing CRM structure

• no lifecycle journeys or segmentation model

• no defined promotions logic

• no alignment between product, marketing, and CRM

Without a structured system, this would have resulted in:

• low registration-to-first-purchase conversion

• heavy reliance on bonuses without clear ROI

• inconsistent player experience across channels

• limited ability to scale post-launch

I worked as a fractional Head of CRM, responsible for designing and implementing the full CRM and retention framework.

This included both strategy and hands-on execution across CRM, product, and marketing teams.

1. Full CRM architecture

• Designed CRM stack using XtremePush

• Defined event tracking, segmentation, and data structure

• Built scalable campaign framework across lifecycle stages

2. Lifecycle journeys (end-to-end)

• Registration → First Purchase (RNP → FTP)

• Early retention (P1–P3 cycles)

• VIP lifecycle journeys

• Reactivation flows for lapsed players

3. Promotions engine (sweeps-compliant)

• SC/GC bonus logic and modeling

• Missions, prize drops, and gamified mechanics

• Purchase-triggered offers and progression loops

• Promo calendar aligned with player lifecycle

4. Product & UX input

• Identified and improved first-purchase friction points

• Contributed to onboarding flow optimisation

• Collaborated on features like quests, inbox, and rewards UI

5. Cross-functional execution

• Worked across CRM, product, BI, and design

• Defined workflows and governance

• Ensured system was scalable and executable by internal team

• ully operational CRM system live before launch

• 15+ automated lifecycle journeys implemented

• Structured promotions engine aligned with compliance

• Registration → First Purchase conversion above industry benchmarks

• CRM foundation capable of scaling to 100K+ players

Instead of launching with disconnected campaigns and reactive promos, the operator went live with:

• a structured lifecycle system

• clear segmentation and targeting

• scalable automation across channels

• a repeatable framework for testing and optimisation

This significantly reduced early-stage inefficiencies and set the foundation for long-term LTV growth.

Most sweepstakes casinos don’t fail because of acquisition.

They fail because:

• CRM isn’t structured properly

• promotions aren’t aligned with lifecycle

• teams operate without a clear system

This project shows what happens when those foundations are built correctly from day one.