Job Description

Job Purpose

The CRM Manager for Sunbet will utilize in-depth data analysis from various digital platforms to design and implement effective campaigns, focusing on both retaining existing customers and attracting new ones. This role not only aims to enhance customer experiences but also ensures adherence to the highest company and industry standards.by creating and optimising customer lifetime value, enhancing retention, and driving new customer acquisition through strategic CRM initiatives. The role also involves guiding the performance of CRM channels, overseeing operational governance, and upholding service excellence. A significant part of the position is dedicated to developing and nurturing strategic relationships, along with seamlessly integrating CRM projects into broader business operations. Leadership in this dynamic, data-driven environment includes fostering a culture of innovation and continuous improvement within the CRM team, aligning with the fast-paced nature of the gaming industry.

Job Scope

Segmentation and Personalization:

Develop sophisticated segmentation of our customer base, identifying distinct behaviors, preferences, and betting patterns. Use these insights to craft personalized messaging and offers that resonate with each segment.

Lifecycle Journey Optimization:

Streamline and enhance the customer journey, focusing on key transition points such as account creation, KYC verification, initial and subsequent financial transactions, and repeat gameplay. Identify strategic touchpoints that encourage a smooth transition to the next stage and reduce friction.

Conversion and Retention Campaigns:

Design and implement innovative CRM campaigns aimed at improving conversion rates from registration to active play. Develop retention strategies and loyalty programs that incentivize continuous engagement and foster a deep sense of brand loyalty.

Loyalty Strategy and Program Development:

Architect and manage a loyalty program that rewards consistent play and brand advocacy. Create tiered reward systems, exclusive offers, and special events to elevate the customer experience and foster long-term relationships.

Data-Driven Insights and Strategy:

Analyze extensive customer data to identify trends, preferences, and areas of opportunity. Translate these insights into actionable CRM initiatives that directly contribute to an increased lifetime value and customer satisfaction.

CRM Campaign Management:

Execute multi-faceted CRM campaigns with precision, leveraging data to ensure relevance and impact. Adjust strategies in response to campaign performance data, ensuring the highest levels of customer engagement and ROI.

A/B Testing and Performance Analysis:

Implement a rigorous testing framework for all CRM activities, from email subject lines to campaign offers. Use performance metrics to refine approaches, focusing on increasing open rates, conversion rates, and overall customer retention.

CRM Technology Proficiency:

Manage and optimize the CRM tech stack, ensuring it's fully utilized for effective, real-time customer communication and journey mapping.

Data Enrichment Initiatives:

Utilize surveys and feedback tools to enrich customer profiles and preferences, informing segmentation, personalization, and journey enhancement efforts.

Compliance and Ethical Marketing:

Ensure all CRM activities are compliant with gambling regulations, promoting responsible gaming while also driving Sunbet's strategic objectives.

Team Leadership:

Guide the CRM team, fostering a culture of innovation, analytical thinking, and continuous improvement within the fast-paced gambling industry

Qualifications

3-Year Marketing degree or equivalent

Experience

8-10 years' experience working with CRM tools Demonstrable success in CRM, particularly within the gambling or betting sector. Expertise in developing and executing segmented and personalized marketing strategies. Skilled in designing and managing loyalty programs that drive customer retention and lifetime value. Proficiency in CRM and analytics platforms, with a knack for leveraging technology in creating data-driven customer journeys. Strategic and analytical mindset, with the ability to distil complex data into clear, actionable insights. Strong project management skills, capable of leading initiatives in a regulated, competitive landscape.

Skills

Evaluating and Analysing Information Creating solutions Conceptualising Implementing Skills Managing Customer & Stakeholder relationships Creating Customer Experiences Measuring Results Informing & Communicating Emotional Maturity Leading people CRM systems Report writing Advanced written and verbal communication skills Proficient computer skills - MS Office Financial and Business acumen Digital Marketing channels Social media reporting tools Campaign management Marketing research and insights Testing methodologies and practices BI Application tools * Project management skills