Head of Player Experience

The Head of Player Experience is responsible for designing and optimising the end-to-end player journey across all products and touchpoints. Sitting at the intersection of Product, Commercial, Marketing, Data, and Operations, this role ensures that every stage of the lifecycle—from first interaction to long-term loyalty—is seamless, engaging, and commercially effective.

The role leads the shift from a campaign-led, transactional model to a player-centric experience strategy that drives retention, engagement, and lifetime value. By combining player insight, gamification, data analytics, and commercial strategy, the Head of Player Experience ensures that player satisfaction and revenue growth are aligned.

• Own the strategic vision for the end-to-end player lifecycle, from acquisition and onboarding through to long-term engagement and retention.
• Define and evolve the organisation’s Player Promise, ensuring a consistent and premium experience across all products and customer segments.
• Establish and maintain a Player Experience North Star framework, aligning teams around key engagement, retention, and satisfaction metrics.

• Partner with Business Unit GMs to ensure growth initiatives and diversification projects deliver both commercial performance and strong player experience.
• Identify opportunities to improve cross-sell, upsell, and loyalty strategies that increase player lifetime value.
• Balance short-term commercial objectives with long-term player engagement and brand trust.

• Act as the strategic bridge between Product, Commercial, and Operations.
• Translate player behaviour, market insight, and commercial priorities into clear product and feature requirements.
• Advocate for features that drive engagement, including gamification, loyalty mechanics, personalisation, and HVC experiences.

• Partner with BI and Data teams to develop predictive retention and player segmentation strategies.
• Implement data-driven triggers and engagement models that allow proactive intervention before players disengage.
• Use behavioural insights to continuously optimise the player journey.

• Drive the evolution of CRM, Customer Support, and Player Operations into a unified player engagement ecosystem.
• Ensure communications and service interactions contribute to retention, satisfaction, and loyalty.
• Champion a player-first mindset across the organisation.

• Lead and mentor the Commercial Operations Manager and associated teams.
• Set the standard for campaign briefing, execution quality, testing, and operational discipline.
• Build a culture of continuous improvement, experimentation, and player-centric decision making.

• Senior experience in player experience, CRM, lifecycle marketing, or customer engagement within digital entertainment, gaming, or high-engagement consumer platforms.
• Proven track record designing and delivering gamification, loyalty, or retention strategies that drive measurable commercial impact.
• Strong understanding of player behaviour, lifecycle management, and segmentation strategies.
• Experience working cross-functionally with Product, Data, Marketing, and Commercial teams.
• Analytical mindset with familiarity across key metrics including LTV, ARPU, retention, churn, and engagement KPIs.
• Demonstrated leadership experience building and developing high-performing operational teams.

The Diplomat
Able to align competing priorities between Product, Commercial, and Operations while keeping player needs at the centre.

The Visionary
Brings innovative thinking to engagement strategies, gamification systems, and loyalty programmes that resonate with players.

The Coach
Develops operational teams from campaign executors into strategic contributors who understand the broader player lifecycle.