Senior Lifecycle Marketing Manager

About Covers and Legend

Here at Covers, we're a top digital media company in the sports betting industry, with a clear sense of purpose and a belief that success comes from the strength of our team and our culture. 

We're proudly part of Legend. At Legend, we're building next-level player experiences. With 20+ years of proven success we’re the world's leading Sports and Gaming marketing company.

Our people are our edge. 600+ sharp, ambitious Legends across 22+ countries who move fast, learn quickly and win together. Here growth isn’t a perk, it’s the standard. You’ll stretch, level-up and carve out a career as bold as the products we build. We celebrate wins and create experiences that people talk about for years - for our players & for each other. If you’re ready to shape the future of player experience and enjoy the ride while you do it, this is where you’ll thrive.

The Role 

We're looking for a Senior Lifecycle Marketing Manager to lead the next chapter of CRM across our portfolio of sports brands. Reporting to the Head of Marketing, you'll own the lifecycle marketing strategy, define the roadmap, and shape how millions of sports fans engage with our brands throughout their customer journey: across email, push, SMS, and in-app messaging.

This is a rare opportunity to own lifecycle marketing across a portfolio of brands, each at a different stage of CRM maturity. Working closely with Product, Marketing, Content, Data, and Engineering, you'll create highly personalized customer journeys that drive acquisition, engagement, retention, and long-term loyalty.

As the dedicated lifecycle leader for the portfolio, you'll have the autonomy to influence platform capabilities, establish best practices, and position CRM as a key driver of commercial growth.

In this role, we value diverse perspectives and encourage you to apply even if you don't meet every qualification listed.

Your Impact

• Own and evolve the lifecycle marketing strategy across our portfolio of sports brands, driving long-term customer growth.


• Lead initiatives that grow membership, optimizing acquisition, activation and conversion throughout the customer journey.


• Design and optimize automated customer journeys, using segmentation, personalization and experimentation to increase engagement, retention and lifetime value.


• Define the CRM roadmap, influencing platform capabilities and positioning CRM as a key driver of commercial growth.


• Partner with Product, Content, Data and Marketing to deliver seamless customer experiences that support business objectives.


• Lead and develop the CRM team, establishing best practices and fostering a culture of continuous improvement.

What You'll Bring

• Proven experience leading lifecycle marketing or CRM strategy within a digital consumer business.


• Deep expertise with modern CRM and marketing automation platforms (such as HubSpot, Salesforce Marketing Cloud, Braze, XtremePush, Iterable or similar). Experience with XtremePush is an advantage.


• Strong expertise in customer segmentation, personalization and designing end-to-end lifecycle journeys.


• Experience using data, experimentation and analytics to optimize customer engagement and commercial outcomes.


• A track record of influencing cross-functional stakeholders and translating business goals into customer-focused lifecycle strategies.


• Experience building or scaling CRM programs within a fast-paced, high-growth digital business. Experience in sports, betting, gaming, affiliate marketing, media or digital publishing is a plus.


• Experience in sports, betting, gaming, affiliate marketing, digital publishing, media or another high-growth digital consumer business is highly desirable.

The Interview Process

1st: Initial Chat with Talent Partner (30 mins via Zoom)

2nd: Interview with our team, Interviewer 1 and Interviewer 2 (1 hour video via Zoom)

3rd: Case study - you will be given 5 days to complete the task and present it back to the team, Interviewer 1 and Interviewer 2 (Hiring Manager) (1 hour video via Zoom)

4th: Final interview with our team, Interviewer 1 and Interviewer 2 (1 hour video via Zoom)

Why Legend?

• Super smart colleagues to work alongside and learn from.


• Engaging development opportunities at all levels.


• Tailored flexibility for your work-life balance.


• Annual discretionary bonus to reward your efforts.


• Paid annual leave PLUS a well-deserved break to recharge your batteries during the festive season! Our offices are closed between Christmas and New Year's, allowing you to enjoy downtime without dipping into your annual allowance.


• Exciting global Legend events, where we unite in person to ignite our shared passion and unveil the exciting strategies for the year ahead!

Unlock your full potential by joining the Legend team. To support you on this journey, we provide an extensive array of benefits and perks, as outlined in our global offerings above. For country-specific benefits, please reach out to your talent partner.

Legend is an Equal Opportunity Employer, but that’s just the start. We believe different perspectives help us grow and achieve more. That’s why we’re dedicated to hiring and developing the most talented and diverse team- which includes individuals with different backgrounds, abilities, identities and experiences. If you require any reasonable adjustments throughout your application process, please speak to your Talent Partner or contact the team on [email protected] , and we'll do all we can to support you.