Recommended expert

Nick Lelashvili

Senior CRM manager

Nick Lelashvili
T'bilisi, Georgia

Experience

Jan 2024 - Present
2 years 1 month

Retention Manager

Sweepluxe (Sweepstakes Casino)

  • Designed CRM lifecycle strategies for onboarding, deposits, and reactivation using Fast Track CRM.
  • Built segmented automations for key player cohorts.
  • Launched gamification campaigns.
  • Oversaw compliant promos.
  • Managed CRM specialists, content specialists, and designers.
  • Ran A/B tests on messaging and CTAs.
  • Delivered actionable insights from KPI dashboards and segmentation analytics.
Jan 2023 - Dec 2024
2 years

CRM Manager

ApprovalMax

  • Implemented lifecycle campaigns across onboarding, retention, and reactivation stages using HubSpot.
  • Managed chatbot optimization to enhance support resolution and customer satisfaction.
  • Conducted multiple user surveys for feedback and retention insights.
  • Built behavior-driven segmentation.
  • Collaborated with product and marketing.
  • Created KPI dashboards to track NPS, churn, and engagement.
  • Ensured GDPR compliance across all channels.
Jan 2021 - Dec 2023
3 years

CRM Manager

numa Group GmbH

  • Led integration of new CRM tailored to business model, expanding communications from 2 to 100+ across 8+ countries and 4 languages, driving over 10% annual net revenue from CRM campaigns.
  • Collaborated with cross-functional teams to streamline CRM processes.
  • Managed referral program.
  • Planned, executed, and optimized comprehensive CRM strategies and customer journeys.
Jan 2019 - Dec 2020
2 years

CRM Group Specialist

Fortuna Game a.s

  • Strategically planned all casino-related CRM communications for Czech Republic, Romania, Slovakia, and Croatia.
  • Utilized multi-channel approach: email, SMS, on-site, and app push channels.
  • Implemented successful sportsbook to casino cross-sell strategy during COVID lockdown.
  • Conducted A/B tests to maximize CRM campaign potential and ROI.
Jan 2017 - Dec 2019
3 years

Senior CRM Specialist

Crystalbet (Entain PLC)

  • Helped build the entire CRM department from the ground up.
  • Developed different CRM lifecycle strategies with multi-channel approach.
  • Managed VIP guests and implemented retention and upsell strategies.
Jan 2015 - Dec 2017
3 years

Corporate Finance Auditor

BDO Georgia

  • Analyzed new investment and business opportunities through valuation models.
  • Built a forecasting model to analyze current operations and trends.
  • Conducted feasibility studies and business valuations for thermal power plants and windmill turbines.

Summary

Results-driven CRM & Retention Manager with 7+ years of experience in online gambling, SaaS, travel, and hospitality industries. Proven ability to increase engagement, boost retention, and drive conversions through data-driven lifecycle strategies, automation, and gamification. Experienced in: B2C, B2B and B2B2C setups.

Skills

  • Optimove
  • Hubspot
  • Zoho
  • Fast Track
  • Qlik
  • Ims
  • Power Bi
  • Looker
  • Tableau
  • Miro
  • Figma
  • Ga4
  • Asana
  • Jira
  • Confluence
  • Notion
  • Clickup

Languages

Georgian
Native
English
Advanced
Russian
Intermediate

Education

Oct 2011 - Jun 2016

University of Georgia

Bachelor's degree, Business Management · Business Management · Tbilisi, Georgia

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