BettingJobs is partnering with a publicly listed leisure and entertainment group headquartered in Australasia as it expands its land-based operations, beginning with a strategic market entry into New Zealand. This growth initiative is expected to support wider international online expansion plans in the future.
As part of this journey, the business is seeking to appoint a
Director of Digital Customer Experience to join its team in either
Malta or London.
Responsibilities - Own the digital customer experience strategy across website, mobile web and app, defining end-to-end online casino journeys (acquisition, onboarding, payments, KYC, game discovery, promotions, personalisation, CRM/retention, loyalty, reactivation, responsible gambling and support)
- Define and prioritise the CX roadmap based on customer impact, commercial value, speed and regulatory needs
- Build and lead the UX/UI and onsite optimisation function from the ground up, initially hands-on across journey design, UX/UI, wireframes, prototypes and testing
- Build a lean, agile team covering UX/UI, CRO, UX research, content design and experimentation
- Own UX/UI optimisation and scalable design systems, removing friction across key journeys
- Use data, behavioural insight and experimentation to improve conversion, engagement and retention
- Analyse funnels, drop-off and user behaviour using analytics, heatmaps, session data and feedback
- Run structured test-and-learn programmes (A/B testing, onboarding, landing pages, personalisation, optimisation)
- Embed CRM and personalisation into product experiences to drive lifetime value
- Lead AI-enabled ways of working to improve speed and efficiency across design, research and optimisation
- Partner with product, tech and external teams to deliver scalable, compliant UX and front-end requirements
Requirements - Strong experience in UX/UI, digital customer experience or onsite optimisation within the iGaming industry.
- Proven ability to improve conversion, engagement and retention through digital journeys
- Strong UX/UI skills (journey mapping, flows, wireframes, prototypes, design systems)
- Experience using data and behavioural insight to optimise performance
- Good understanding of front-end development and delivery constraints
- Strong knowledge of CRM, conversion optimisation and customer lifetime value
- Experience working across product, data, marketing, CRM and engineering teams
- Experience building or scaling lean, agile teams
- Strong commercial judgement and prioritisation ability
- Experience using AI tools and automation
- Experience in regulated environments (online gambling highly desirable)
- Ability to operate hands-on while setting strategy and driving execution in fast-paced, ambiguous environments