CRM Overhaul & Conversion Optimisation for a US Sweepstakes Casino

The operator had an active CRM setup, but performance wasn’t where it needed to be:

• low first-time depositor conversion

• inconsistent onboarding experience

• over-reliance on promotions without clear structure

• limited segmentation and targeting

• no clear lifecycle framework across channels

The result:
Activity was happening, but it wasn’t translating into scalable revenue.

I worked as a Head of CRM / strategic consultant, responsible for:

• auditing the full CRM and promotions setup

• identifying performance gaps

• redesigning key journeys

• aligning CRM with product, marketing, and commercial goals

1. Onboarding & First Purchase Conversion

• Rebuilt registration → first purchase journeys

• Introduced structured offer progression (P1–P3 cycles)

• Reduced friction in early player experience

Focus: turning new registrations into paying users faster

2. Lifecycle Structure

• Replaced reactive campaigns with structured lifecycle journeys

• Defined clear stages: onboarding, early retention, VIP, reactivation

• Introduced consistent logic across all player touchpoints

Focus: consistency + scalability

3. Promotions Strategy

• Redesigned promotions to align with player lifecycle

• Balanced incentives with commercial impact

• Introduced repeatable promo frameworks (tournaments, offers, rewards)

Focus: stop burning margin, start driving behaviour

4. Segmentation & Targeting

• Improved segmentation logic across key player groups

• Introduced better trigger-based communication

• Increased relevance across email, push, and onsite

Focus: better targeting = better performance

5. Testing & Optimisation Framework

• Implemented structured A/B testing approach

• Defined KPIs across conversion, retention, and engagement

• Created roadmap for ongoing optimisation

Focus: continuous improvement, not guesswork

• +25% improvement in first-time depositor conversion

• Clear lifecycle framework implemented across CRM

• More efficient promotions with better ROI

• Improved early-stage retention and engagement

• CRM system transformed from reactive to structured

Key Impact

Instead of:

• sending more campaigns

• increasing bonus spend

• guessing what works

The operator moved to:

• structured lifecycle journeys

• targeted communication

• measurable CRM performance

This created a system the team could actually scale.

Most operators don’t need more campaigns.

They need:

• better structure

• better targeting

• better lifecycle design

This project shows how fixing those fundamentals can drive immediate conversion and revenue impact.