CRM & Lifecycle Marketing Strategist

Veikkaus is a gaming company for every Finn, striving to be better in every aspect. Our passion is to drive better gaming so that our customers can enjoy every moment. Caring, teamwork, and courage are the values that guide everything we do. Responsibility is a core of our operations. Our goal is to be a respected and successful international money gaming group that continuously improves while always putting both customers and employees first. For a better game — and working life.

CRM & Lifecycle Marketing Strategist

We’re looking for a strategist for our Lottery & Landbased Games team, combining strong customer focus, results-driven mindset, and a responsible approach to gaming. In this role, you will design and orchestrate player communications across CRM channels: ensuring every message is timely, relevant, and insight-driven, based on player behaviour and lifecycle thinking.

You turn business and lifecycle objectives into clear, data-driven CRM content strategies that guide players through every stage — from first visit to activation, engagement, loyalty, and re-activation. You work at the intersection of data, player psychology, and creative content, constantly asking how communication can genuinely support customers. You might create and refine CRM content yourself (using modern tools and AI) in Finnish, and guide internal teams and partners to deliver high-quality, consistent content.

You ensure CRM content and channel choices align with lifecycle goals and player behaviour across touchpoints. You collaborate closely with Product, Retail & Venues, Marketing, Analytics, Responsible Gaming, and creative partners to build always-on CRM programs that deliver measurable results and support sustainable, responsible growth.

 

What Success Looks Like After 12 Months

• A consistent, insight-driven CRM content framework shaping communication across all lifecycle stages.
• A strategic, predictable CRM content calendar aligned with draws, campaigns, game launches and retail activations.
• Automated and targeted CRM journeys (onboarding, activation, loyalty, re-activation) delivering clear improvements in engagement.
• Repeatable A/B testing practices and playbooks that improve segmentation, messaging and channel mix.
• Measurable uplift in CRM performance through behavioural insights, segmentation and better audience relevance.
• Clear ownership of lifecycle logic and segmentation, with CRM activities aligned to behavioural outcomes and customer relevance.

 

You Will Thrive In This Position If You Have

• 4–6 years of experience in CRM, lifecycle marketing or digital campaign planning in a consumer-facing business.
• Proven experience planning and optimising automated CRM journeys, multi-step campaigns and channel-specific CRM content.
• Ability to interpret CRM and campaign metrics and turn insights into concrete improvements.
• Familiarity with behavioural or lifecycle-based segmentation and motivation to understand player behaviour.
• Experience working cross-functionally with analytics, product/operations and creative teams to turn insights into clear briefs and CRM content requirements.
• Native or fluent Finnish, with good proficiency in English

 

Considered An Advantage 

• Background or studies in consumer/behavioural psychology, service design or customer experience.
• Experience from regulated or data‑driven industries (e.g. banking, telco, digital services, retail, loyalty, lottery/gaming).
• Hands‑on experience with modern CRM/marketing automation platforms (e.g. Adobe Campaign, Optimove or similar).
• Skills in analytics tools such as Power BI or GA.
• Experience running systematic A/B or multivariate testing programs and building internal playbooks or guidelines.
• Bachelor’s or Master’s degree in Marketing, Communications, Business, Data/Analytics, or equivalent experience.

 

We offer: 

• A workplace where the game evolves – and so do you. You’ll face meaningful challenges and gain new skills while contributing to shared success – in Finland and beyond. We value curiosity and create the space for it to thrive.
• Inspiring and supportive teammates you can rely on. The best ideas and world-class entertainment are built together – and Veikkaus thrives because of its people.
• Balanced and inspiring work life. At Veikkaus, we believe a good job adds something to life – but isn’t all there is to it.
• Excellent employee benefits. You can read more about us and our benefits from here. 
  
   

It is important to us that everyone can come to work as their authentic selves. We value diverse backgrounds, skills, and perspectives, and believe that success comes from working in diverse teams. We encourage individuals from various backgrounds to apply for our jobs. 

The position is located at Veikkaus’ headquarters in Pohjois-Haaga, Helsinki. We work flexibly in a hybrid model with three on-site days per week.

Interested? Awesome! Please send your application with CV and salary request no later than Monday 11.5.2026. We are excited to hear from you!

For any inquiries about the position don't hesitate to contact Heini Vaniala, Growth Manager by phone (+358 44 58 344 57) on 6.5.2026 between 9:00 –10.30 or by email (heini.vaniala@veikkaus.fi)

A drug test under Section 7 of the Act on the Protection of Privacy in Working Life (759/2004) will be conducted on the selected candidate. 

Veikkaus on jokaisen suomalaisten oma peliyhtiö, joka kehittää vastuullista ja viihdyttävää rahapelaamista. Tarjoamme merkityksellisiä tehtäviä, kasvun mahdollisuuksia ja työyhteisön, jossa välittäminen, yhdessä tekeminen ja rohkeus näkyvät arjessa. Haluamme, että jokainen voi kehittyä, onnistua ja olla oma itsensä – samalla kun rakennamme menestystä yhdessä.

Paremman pelin puolesta – ja työelämän.