Growing Careers in CRM: Lauren’s Journey at Betsson

Lauren’s career at Betsson is a story of steady growth, evolving challenges and a clear appetite for development. Since joining in 2020, she has progressed through several key roles within the global CRM function, expanding her scope from managing promotions to shaping strategy, leading teams and driving projects that support player growth across multiple markets. Today, as Head of CRM – Onboarding and Acting CRM Operations Team Lead, Lauren continues to build on that journey, combining hands-on expertise with leadership to strengthen one of the most dynamic areas of the business.

Tell us about yourself

I’m Lauren, originally from the beautiful city of York in England, and I’ve been living in Malta since 2004. I’ve worked in the gaming industry since 2016 and joined Betsson in 2020.

Today, I’m the Head of CRM – Onboarding and Acting CRM Operations Team Lead, responsible for the CRM Onboarding team, which drives business growth by acquiring new players through competitive welcome offers and campaigns. I also lead CRM projects, support the CRM Campaigns Operations teams, and oversee campaign CRM spend.

How would you explain your job to someone who isn’t familiar with CRM?

CRM (Customer Relationship Management) is essentially a form of marketing focused on building long-term relationships with our players. Through CRM, we communicate with players via different channels such as emails and SMS, and on-site messaging, sharing relevant information such as promotions, new features and game releases. 

Considering our competitive industry, our goal is to be the player’s brand of choice. We use data and insights to understand our players across multiple brands and markets, allowing us to segment them and ensure they always receive relevant, timely communication. 

How has your role and job evolved since you joined? 

I’ve always worked within Betsson’s central/global CRM function, but in different roles.  

• In 2020, I joined as the CRM Manager for Casino Global Promotions, responsible for onsite promotions available to all players. 

• In 2022, I became Head of Global Promotions, leading a team responsible for Casino, Live Casino, Sportsbook and Poker promotions across multiple brands and 20+ markets. 

• Following a CRM restructure in 2024, I took on the role of Head of Casino Retention, owning the global CRM strategy for segmented (BTL) and onsite (ATL) offers for our retained Casino base. 

• Today, I’m the Head of CRM – Onboarding and Acting CRM Operations Team Lead. I also lead CRM projects, support the CRM Campaigns Operations teams, and oversee campaign CRM spend. 

What made you stay at Betsson?

There are many reasons I’ve stayed at Betsson and plan to continue my career here. I am challenged daily and continuously learning and developing, which is very important to me. I also thrive in a fast-paced environment and enjoy achieving great results alongside amazing people.

Our Global CRM & VIP department is large and highly collaborative, which makes for a great work environment, and I also work closely with fantastic teams across Analytics, Design, Data and Local Marketing, which gives me a broad understanding of the business. 

How do you feel your work impacts the business? 

Once players register, CRM becomes the primary way we communicate with them. Without our CRM efforts, players would have very limited direct contact with the brand after sign-up (unless they engage with our Customer Service teams or have a dedicated Key Account Manager). 

We directly drive revenue through relevant promotions and content, while Responsible Gaming is always a key focus. We ensure all communications are clear, compliant with local regulations, and appropriate for each player, which is why data is so crucial. Ultimately, this builds trust and encourages players to choose us as part of their preferred entertainment. 

What does OneBetsson mean to you, and how do you see it come to life? 

We are a large, global organisation with offices all over the world, but we truly come together to achieve great things. I work with many stakeholders across different departments, and there’s always a strong willingness to collaborate and contribute. That’s what OneBetsson means to me.