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 ret