AI & CRM Manager – Build the Future of Player Engagement

This is not a role for someone who wants to optimise the status quo.

We are building something new in Danske Spil — with a new organisation, and a blank sheet of paper. That means we get to do things right from day one: design our ways of working around AI, not bolt it on afterwards.

We are looking for a CRM Manager who is equally excited about building the future as they are about CRM and campaigns. Someone who sees AI not, as a tool, but as a fundamental shift in what is possible — and who has the curiosity, drive, and execution muscle to prove it in production.

What you will build

You will work with CRM and campaigns end-to-end — from strategy and architecture to hands-on execution — on a platform where AI is expected to be the foundation, not a nice-to-have.

AI in CRM & Campaign

• Define and continuously evolve the framework for how AI is applied in CRM and campaigns — setting the standard for the organisation

• Identify, prioritise, and implement AI use cases that create measurable business impact and are built to scale

• Establish AI as an integrated, operational part of campaign execution and daily workflows — not a side project

• Drive quality and standardisation across AI use cases, with continuous documentation of performance and impact
  

CRM & Campaign Execution

• Ensure high quality in the setup, execution, and optimisation of CRM campaigns across channels

• Build and develop lifecycle flows — welcome, retention, reactivation — that are designed to be scalable from day one

• Drive consistent execution across markets with the operational rigour that a new organisation demands

Segmentation & Personalisation

• Build advanced, AI-driven segmentation that goes beyond basic rule-based approaches

• Ensure high-quality personalisation and targeting that actually moves the needle on engagement and revenue

• Develop the customer journey maturity of a new organisation — fast

Performance & Optimisation

• Drive KPIs including retention, conversion, churn, LTV, and ROI — and be accountable for moving them

• Use AI to identify and prioritise performance drivers: churn prediction, propensity modelling, next best action

• Translate model outputs into concrete, commercial actions — fast

• Drive a structured test-and-learn culture where AI accelerates hypothesis development and optimisation

• Work with incrementality, uplift modelling, and experimentation design to measure real impact
  

What we are looking for

We are not primarily looking for the most experienced CRM manager. We are looking for a builder — someone who is driven by the opportunity to create something that does not exist yet, and who has both the skills and the energy to make it happen.

Professional background

• Solid experience with AI in CRM, marketing, or similar

• Experience operationalising: taking models and data out of the lab and into live campaigns that perform

• Strong understanding of CRM and campaign architecture, including complex setups and multi-channel customer journeys

• Experience with CRM platforms such as Salesforce Marketing Cloud or similar

• Strong analytical foundation — comfortable with data, model output, and turning it into commercial decisions

• Experience in online or gaming is a plus, but genuine curiosity about the space matters more than credentials

Who you are as a person

This is where it really matters. For us, the right personality is just as important as the right CV.

• Genuinely curious — you follow AI developments closely, experiment on your own, and get excited when something new changes what is possible

• High drive — you set ambitious goals, move fast, and do not wait for perfect conditions to get started

• Strong executor — you take ideas from concept to production, and you are not done until it works in the real world

• Commercially focused — you always connect what you are building to business impact, not just technical elegance

• Structured and evidence-driven — you make decisions based on data, design experiments, and track what matters

• Willing to challenge the status quo — you push for better ways of working and do not accept ‘that’s how we’ve always done it’ as an answer
  

Why this role?

Roles like this do not come along often. You will not be optimising an inherited setup — you will be creating one.

• Build an AI-first CRM organisation from scratch, with full ownership of direction and execution

• Work with AI end-to-end — from use case design and implementation to live performance and measurable impact

• Be part of a new venture within Danske Spil, creating something new from scratch with a mandate to do things differently

• Collaborate with strong profiles across data, BI, and product in an environment that takes AI seriously

• Real responsibility and real impact — you will see the results of what you build
  

In short: if you want to pioneer how AI transforms CRM and player engagement — and you have the skills, curiosity, and drive to make it happen — we want to hear from you.

Interested?

We review applications on an ongoing basis. Please submit your application in English.

If you have questions about the position, feel free to contact:
Anja Bruun Meineche, Senior Customer Engagement Partner – ABMA@danskespil.dk

For questions about the recruitment process, please contact:
HR Business Partner Majbritt Balslev – masb@danskespil.dk