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Alejandro Escorcia

@alejandroescorcia

I lead CRM performance, lifecycle automation, retention, and LTV growth across multi-market iGaming brands.

I lead CRM Performance at Betsson Group across 8+ brands and 13 markets in Latin America and Europe, guiding 10 teams and 75 CRM employees. I turn lifecycle segmentation, experimentation, and predictive models into engagement, retention, and revenue growth.

I shifted 60% of CRM rewards budget toward top-tier customers, reduced overbonusing by 12%, and supported revenue at 126% versus the prior year in main markets. I’m also piloting LLM-assisted automation that turns natural-language Jira briefs into data queries and KNIME flows to push right customers into campaigns.

Previously, I built Betsson’s centralized Casino CRM function from scratch, leading campaigns across 8 brands and 13 markets. The work delivered 143% Casino Revenue in 2025 versus 2024 in LatAm Markets, automated Latvia to reduce execution workload by 30%, and increased multiproduct customers in Finland by 12%.

Before Betsson, I led marketing at Rivalo Colombia, cutting digital CPA by 60% and increasing customer LTV by more than 15%. I bring acquisition, content, CRM, data, and team-building together with a no-B.S., can-do approach to finding the signals that matter.

Experience

Work history, roles, and key accomplishments

Current

Head of CRM Performance

Current

Betsson Group

Oct 2025 - Present (11 months)

Lead CRM performance across 10 teams and 75 employees for 8+ brands and 13 markets. Drive lifecycle segmentation, incremental revenue, rewards optimization, and AI transition.

CRM Strategy Lifecycle Segmentation A B Testing Cohort Analysis Prediction Models AI Automation Data Visualization Data Literacy KNIME LLM Jira

Senior CRM Manager – Casino Retention

Betsson Group

Nov 2024 - Oct 2025 (11 months)

Built and led Betsson's centralized Casino CRM function across 8 brands and 13 markets. Managed hyper-segmented campaigns, incentive strategy, and budget optimization.

CRM Strategy Casino Retention Segmentation Incentive Strategy Budget Management A B Testing ROI Team Building Cross Functional Collaboration

CRM Manager – Onboarding, Early-Life and Reactivation LatAm Markets

Betsson Group

Nov 2023 - Nov 2024 (1 year)

Managed CRM strategy for Betsson LatAm markets including Peru, Argentina, Chile, Colombia, Brazil, and Mexico. Increased FTD retention by 13% and reactivated users' retention by 25%.

CRM Strategy Segmentation Campaign Management Salesforce Journey Builder A B Testing Retention Reactivation Cross Functional Collaboration

Head of Marketing

Rivalo

Mar 2022 - Nov 2023 (1 year 8 months)

Led full marketing function for Rivalo Colombia, including acquisition, brand, performance, content, and CRM. Reduced CPA by 60% and increased customer LTV by over 15%.

Marketing Strategy P&L management Acquisition Brand Management Performance Marketing Content Marketing CRM Team Leadership AI Content Creation Midjourney Leonardo AI

Marketing & Content Manager

Rivalo

Feb 2021 - Mar 2022 (1 year 1 month)

Built in-house marketing and content team from scratch, defining brand guidelines and optimizing content for performance across paid ads, product, and CRM channels.

Content Strategy Brand Guidelines Team Building A B Testing Paid Advertising CRM Channels Content Creation