Open to opportunities

Maegan Vermaak

@maeganvermaak

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CRM and lifecycle marketing leader driving retention, conversion, and monetization strategy in iGaming.

South Africa

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What I'm looking for

I’m looking for a CRM/lifecycle marketing role where I can own retention and conversion strategy end-to-end, drive monetization and player value growth with KPI-driven testing, and scale multi-brand CRM operations using platforms like Optimove, Bloomreach, and Emarsys.

I’m a CRM and lifecycle marketing leader with 8+ years driving retention, conversion, and monetization strategy across iGaming and Sweepstakes Casino brands.

I deliver measurable outcomes—most notably a 30% revenue increase and 50% growth in player value—by building gamification and monetization initiatives across four brands. I focus on KPI-driven execution (NGR, retention, LTV) and use performance data to guide creative, offers, and testing decisions.

I own end-to-end CRM strategy through campaign planning, launch, optimization, and reporting. I’ve introduced structured analysis, A/B testing, and reporting frameworks that moved CRM operations from ad hoc execution to consistent, scalable best practices—supported by platforms including Optimove, Bloomreach, Smartico, Emarsys, Riki, and Real Time Gaming, with daily optimization using Riki and Power BI.

I’m also strong in stakeholder alignment and operational scaling, having taken CRM ownership from single-brand execution to multi-brand strategic responsibility. In my current role as a CRM Manager, I manage the retention and conversion cycle for two Sweepstakes Casino brands and continuously adjust strategy based on competitor activity and player value trends.

Experience

Work history, roles, and key accomplishments

Current

CRM Manager

Current

Soft2Bet

Jan 2026 - Present (6 months)

Own end-to-end CRM strategy for two Sweepstakes Casino brands, managing campaigns across planning and execution. Track and report KPI performance trends (including NGR, retention, and player value) and optimize using Riki and Power BI.

CRM Strategy Lifecycle Marketing Retention Conversion Optimization Player Value LTV Growth A B Testing Segmentation Competitor Analysis Riki Power BI Sweepstakes Casino Marketing

CRM Strategist

B2Spin Limited

May 2025 - Dec 2025 (7 months)

Led CRM strategy and retention/conversion planning across four Sweepstakes Casino brands in parallel. Drove a 30% revenue and 50% player value increase by designing and implementing monetization and gamification features and establishing testing and operational standards.

CRM Strategy Retention Conversion Plans Player Value LTV Growth Gamification Monetization A B Testing Segmentation Builder

CRM Specialist

B2Spin Limited

Mar 2024 - Apr 2025 (1 year 1 month)

Executed CRM strategy, retention, and conversion campaigns for seven Sweepstakes Casino brands, including setup and launch of four new brands. Monitored KPIs and applied testing best practices across offers, subject lines, timing, and content while maintaining CRM standards and mentoring team members.

Retention Player Value LTV Growth A B Testing Segmentation Competitor Analysis Builder Marketing Operations team training

Marketing Technologist

Verpakt Management Services

Oct 2023 - Feb 2024 (4 months)

Planned and executed CRM strategy, retention, and conversion cycles across ten iGaming brands. Maintained CRM best practices across Real Time Gaming, Smartico, and Optimove, and introduced analysis, testing, and reporting processes while negotiating third-party vendor offerings.

Lifecycle Marketing Retention Conversion Optimization Player Value LTV Growth Segmentation A B Testing Optimove IGaming CRM

Brand Manager

Verpakt Management Services

Aug 2020 - Sep 2023 (3 years 1 month)

Owned CRM strategy and lifecycle retention/conversion execution for two iGaming brands from planning through execution. Built campaigns to increase user engagement and profitability, reported KPIs to senior stakeholders, and negotiated third-party partnerships.

CRM Strategy Lifecycle Marketing Retention Conversion Optimization Player Value LTV Growth Partnerships IGaming Marketing

Email Marketing Admin

Verpakt Management Services

Sep 2018 - Jul 2020 (1 year 10 months)

Built personalized, omnichannel email campaigns using AMPscript and dynamic content across Emarsys, Optimove, and Smartico. Developed mobile-optimized templates, monitored sender reputation via Sendgrid, and improved open/click-through rates using A/B tests and campaign copywriting.

Email Marketing AmpScript Emarsys Optimove Sendgrid A B Testing Mobile Optimized Email Subject Line CTA Copywriting

Customer Service Agent

Verpakt Management Services

Mar 2018 - Aug 2018 (5 months)

Resolved customer account queries efficiently while maintaining above 90% chat quality and earning monthly performance bonuses. Delivered accurate, policy-compliant support across multiple customer account systems.

Customer Support Chat Support Customer Account Queries Policy Compliance Customer Service