Cross-Sell Manager

We are B2Spin, and we are dedicated to delivering the best Free-to-Play Social Casino and gaming experiences by creating captivating, engaging, and unique products that are accessible to everyone. We have built a team of talented professionals from all over the globe, who are working to continually improve the experiences of our players. We are not looking to just be part of the industry, but to revolutionize it.

Role Overview

We are looking for a commercially-minded and data-driven Cross-Sell Manager to develop and execute our multi-brand cross-sell strategy — expanding player value across our suite of social casino brands. You will shape how customers discover, trial, and stay engaged with multiple products across our ecosystem. This role blends audience intelligence, CRM strategy, lifecycle marketing, and product-led thinking to unlock deeper player engagement and increase lifetime value.

This is a strategic, high-visibility role ideal for someone passionate about behavioural data, lifecycle marketing, and player experience innovation.

Key Responsibilities:

Cross-Brand Strategy & Execution

• Own and evolve the cross-sell strategy across all brands
• Design structured cross-sell journeys, incentives, and messaging frameworks
• Build and maintain a forward-looking cross-sell campaign and automation plan
• Ensure cross-brand touchpoints align with lifecycle stages and player motivations

Segmentation, Targeting & Data Insights

• Partner with BI to identify high-value cross-sell cohorts and triggers
• Analyse behavioural, transactional, and engagement data to surface opportunities
• Build predictive approaches for player movement between brands
• Lead experimentation agenda — audience segmentation, timing, incentives, content

Cross-Functional Delivery

• Work with CRM Strategy & Operations to brief and deliver journeys in Bloomreach
• Partner with Product to shape cross-brand navigation, UX placement, and discovery features
• Collaborate with Creative & Brand for messaging consistency and compelling assets
• Align with Compliance and Support teams to ensure smooth execution
  

Performance & Reporting

• Define and own KPIs for cross-sell conversion, retention, and value-lift
• Analyse campaign performance and present actionable insights
• Create structured test-and-learn loops to continuously improve conversion
• Manage cannibalisation checks and ensure net-positive incremental value

Innovation & Continuous Improvement

• Identify new cross-sell mechanics — gamified unlocks, loyalty tiers, rewards, missions, etc.
• Explore automation and AI personalisation opportunities
• Bring competitor knowledge and market insight to drive evolution
  

Skills & Experience:

• 2-3+ years in CRM, lifecycle marketing, retention, or growth strategy
• Experience in multi-brand or multi-product ecosystems preferred
• Strong analytics and segmentation skillset
• Comfortable working with BI dashboards and CRM platforms (Bloomreach a plus)
• Experience designing A/B tests and optimisation programmes
• Cross-functional stakeholder management experience

What Success Looks Like:

• Increase in the % of players adopting multiple brands
• Higher lifetime value and engagement for cross-brand users
• Seamless cross-brand user journeys and onboarding flows
• Clear reporting framework demonstrating incremental uplift
• Continuous experimentation and innovation pipeline in place
• Strong cross-team rhythm and delivery discipline

Why This Role Matters

This role shapes how our players experience our ecosystem — making brand discovery natural, valuable, and rewarding. You’ll be at the intersection of CRM, product, and data science, with meaningful ownership of a key growth lever for the business.

Equal Opportunities Statement
We hire based on skills, drive, and ideas — nothing else. Your background, gender, age, race, ethnicity, disability, sexual orientation, religion, neurodiversity, or educational path will never be a barrier to joining us. We also welcome candidates from non-traditional career journeys and value diverse perspectives that challenge conventional thinking. Diversity fuels our innovation, collaboration, and growth, and we're committed to creating an environment where everyone can contribute their best work and thrive.