Job Description

We are looking for a technically proficient digital marketing enthusiast to join our team as a CRM Executive. In this role, you will lead the implementation and execution of multi-channel marketing campaigns across Email, SMS, Inbox Messaging, Push Notifications, Facebook, and Direct Mail. This role will leverage advanced strategies to effectively engage and optimise our customer database to make a significant impact on our customer engagement and retention strategies.

Job Purpose:

Support delivery of CRM campaigns in order to drive traffic to our sites, following best practices in digital marketing and utilizing all available channels. Main purpose of this role is to improve player retention for new, retained and reactivated players by delivering tactical, BAU and automated campaigns following CRM plan while maintaining operational excellence and making continuous improvements based on results of the previous campaigns and ongoing trading situation.

Main Accountabilities & Responsibilities: 

• Develop and drive intricate automated life stage communication journeys, including welcome, pre-churn, birthday, and reactivation sequences, ensuring a seamless user experience. 

• Establish yourself as a subject matter expert on marketing tools when working on delivery of CRM campaigns and journeys including Adobe Campaign, Optimove, Silverpop, Movable Ink, Taxi, Validity, and Mobivate and other marketing tools, as well as our Back Office known as COGs, consistently seeking opportunities for professional development and knowledge enhancement  

• Ensure compliance with established QA process documents to maintain high standards of quality in all communications. Test end to end user journey through each CRM channel to deliver positive and engaging customer experience. 

• Establish and maintain a robust test and learn framework across all life stage CRM components. This includes systematic testing of offers, content, creative styles, segmentation, and targeting to optimize engagement and retention. 

• Take full ownership of specific automated journeys, meticulously monitoring and documenting their performance to demonstrate a continuous improvement cycle through detailed engagement and retention metrics. 

• Exhibit exceptional proficiency in mapping and documenting automated customer journeys aligned with business objectives and assigned tasks. 

• Configure triggers within the Opti-X admin tool to implement advanced AI-driven personalization strategies. This encompasses personalizing send times and dynamically tailoring content specific to audience segments. 

• Conduct weekly performance assessments using Power BI and reporting tools such as Adobe Campaign, alongside web analytics platforms like Google Analytics. Utilize insights gained to drive continuous improvements. Use communication responses to conduct a robust target versus control analysis, creating insightful reports that highlight the commercial effectiveness of life stage CRM campaigns and test initiatives. Harness customer data analytics to inform strategic decisions, monitoring customer behaviour to enhance personalization and overall communication effectiveness 

• In collaboration with marketing teams deliver campaigns with provided assets, assessing them against marketing best practices. Additionally, brief own assets and offers to ensure alignment with strategic objectives. 

• Recognizing the available segmentation and data attributes while monitoring trends and insights to guide effective strategies and ensure accurate user selections when developing workflows. 

• Collaborate closely with Planning Managers, Commercial, and Transformation teams to develop and refine automation strategies, ensuring alignment with results analysis for continual improvement. 

• Maintain accuracy and consistency in CRM life stage campaigns through quality monitoring, A/B testing, and evaluating campaign success metrics to elevate effectiveness. 

• Demonstrate superior proficiency in developing communication strategies that deliver engaging content while maintaining a customer-centric approach. 

• Actively participate in the development and execution of campaigns, ensuring that all campaign logical flows seamlessly integrate within the overall workflow. 

• Proficient in using platforms like Jasper and Banner Flow for independent content management, providing critical support during peak periods. 

• Ensure that customer focus remains at the core of CRM operations while staying informed about competitor strategies, effective communication practices, spam mechanisms, and current CRM trends to drive ongoing success. 

Qualifications

• Previous experience in CRM or degree in IT, Marketing is highly desirable and adds significant value.
• A deep understanding of bingo, casino and gaming market segmentation is essential for delivering targeted and impactful campaigns in these domains. Sports betting knowledge is beneficial.
• Familiarity with key tools such as Adobe Campaign, Optimove and various email editing platforms alongside solid HTML skills is advantageous.
• Web analytics tools knowledge (Google Analytics, Adobe analytics, understanding of UTM tracking) comes as an advantage.
• Experience in managing budgets, including the ability to calculate ROI and optimize channel costs, ensuring effective allocation of resources for maximum impact is beneficial.
• A collaborative mindset with the ability to work effectively within a team, encouraging a culture of cooperation and shared goals is highly valued.
• The ability to assess and prioritize tasks effectively, ensuring that critical objectives are met while balancing multiple projects is instrumental.
• Ability to conduct marketing and competitor research, along with the capability to deliver engaging presentations would be impactful.
• A strong sense of accountability and reliability, with the ability to conduct work in a timely manner and perform thorough checks on campaigns, is instrumental.

Additional Information

#LI-Onsite #LI-GB1

You’re probably wondering outside of a fun, exciting and varied role – what else do you get? You’ll get a fantastic salary combined with some leading benefits. Wellbeing@Rank is important to us too... From hybrid working and colleague support networks to menopause support and weekly PepTalks, we’re here for you.

We’ll also invest in your growth by providing development opportunities, leadership training and cutting-edge industry certifications so you have the tools and resources to help you work, win and grow with us.

Immerse yourself in new cultures and gain international exposure through our global business. Collaborate with colleagues from around the globe.

The Rank Group are committed to being an inclusive employer, ensuring that we better understand and meet the needs and requirements of our candidates and customers. 

We aim to do this by facilitating fair and equal access to our services. If you require a reasonable adjustment to be made, please reach out to let us know ahead of your interview.