Dobri K

CRM Contractor

BetHub • Selbstständig

Jul 2025 - Present • 1 yr 1 mo

- Provide strategic CRM and customer growth consulting for an online casino and sportsbook, advising on retention, customer lifecycle, promotional strategy, and marketing operations. - Design and optimise customer engagement initiatives, including segmentation, bonus strategy, lifecycle marketing, and marketing automation. - Lead the planning and delivery of omnichannel CRM campaigns across email, SMS, push notifications, in-app messaging, and web. - Partner with Product, VIP, Analytics, Commercial, Design, and Technology teams to translate business objectives into high-performing customer initiatives. - Develop campaign frameworks, performance reporting, and optimisation strategies that improve customer engagement and operational efficiency. - Leverage AI-assisted workflows to streamline content creation, campaign planning, and CRM execution while maintaining a consistent brand voice. - Designed and developed a custom AI-powered copywriting framework that became the primary content creation tool for the brand, ensuring consistent tone of voice while significantly improving content production efficiency.

Product Owner

United Bulgarian Bank • Vollzeit

Feb 2025 - Present • 1 yr 6 mos

- Owned the digital customer engagement strategy for SME and Corporate Banking, driving CRM initiatives that supported acquisition, retention, and customer satisfaction. - Planned and optimized data-driven lead generation campaigns across digital channels and CRM, using customer insights to improve conversion and engagement. - Partnered with Analytics teams to implement propensity and anti-churn models, enabling more personalized and effective customer communications. - Enhanced the end-to-end customer experience by identifying friction points and collaborating with business stakeholders to deliver continuous improvements. - Defined new CRM functionalities and customer journeys for the bank's digital assistant, helping expand self-service capabilities and digital adoption. - Coordinated cross-functional initiatives involving Product, Marketing, Analytics, Sales, and Technology to deliver scalable digital solutions.

Head of CRM

Opabet • Vollzeit

Jan 2024 - Feb 2025 • 1 yr 1 mo

- Designed and implemented the complete CRM strategy for a startup online casino and sportsbook, establishing the customer lifecycle from acquisition to retention. - Built scalable CRM processes, customer journeys, segmentation models, and marketing automation to support long-term business growth. - Developed retention, reactivation, VIP, and promotional strategies focused on increasing customer engagement and lifetime value. - Established KPI frameworks, reporting standards, and performance analysis to support data-driven decision making. - Defined the brand's CRM communication strategy, tone of voice, and AI-assisted content creation workflows across multiple channels. - Worked cross-functionally with Product, Commercial, Design, Analytics, VIP, and Customer Support to deliver customer-centric initiatives. - Achieved a 30% player retention rate within the first three months following the platform launch.