Job Description

Reporting into the CRM Optimisation Manager, the CRM Transformation Manager the main purpose of the role will be to help implement best practice and quality standards across Rank CRM team, improve quality of communications we send to customers, find a way to work smarter by utilizing tools to full potential and boosting expertise within the team. 

The CRM Transformation Manager will support the team in Mauritius in general implementation of the best practices, quality control, reporting on the issues communicating to the right stakeholders, educating team members in Mauritius, assist Head of CRM and personalization in implementation of the improvements, aiming to have contemporary automated CRM tools, journeys and reporting. 

The CRM Transformation manager will work with Delivery Managers planning QA and improving BAU processes.  They will be a primary contact in case of any issues discovered with the data quality or logic of the workflows. 

Main Accountabilities & Responsibilities:

• Assess quality of the workflows and communication materials that we send to customers. Send weekly actional reports to Head of CRM with identified issues and suggested changes, improvements, and retraining. 
• Become an expert with the main CRM tools we use, including Adobe Campaign, Taxi, Optimove, Acoustic, Movable ink, assist other team members when they are working on difficult cases.  
• Become an expert with players attributes and segmentation across all brands, help other team members to understand it better.  
• Prepare clear objectives for the CRM data team aiming to address fundamental gaps for RIDE and MB area, create yearly action plan aiming to optimize the situation with the quality of data, integration of the tools and quality of CRM assets. 
• In collaboration with CRM Optimisation manager work on a new starter training plan and take part in onboarding any new starters. 
• Come up with the plan how to QA the data and quality of the workflows to eliminate any issues. 
• Own the QA master document making sure it’s up to date and covers all the aspects including compliance, recent changes etc. Suggest and coordinate necessary updates and communicate it to the team. 
• In case of any changes that affect BAU make sure it’s clearly explained to the team of executives. 
• Help to document procedures, create standard brief forms and improve the way we pass information within the CRM team and when communicating with the stakeholders. 
• Own QA on automation of the key journeys including onboarding, churn, reactivation, and real time personalized journeys for the retained base. Responsible for post release checks once journey is live, to eliminate any possible issues on early stage. Responsible for monitoring the performance of automated campaigns. 
• Create implementation plan for the top performing automated solutions across all brands and verticals when testing is completed. 
• Helps execs to utilize personalization tools for CRM, including Opti-x and Movable Ink as per plan provided by Head of CRM and CRM Optimisation manager. 
• Work with MarTech on development of the Adobe Campaign/Optimove and other CRM tools, aiming to create easy to use templates for the main journeys/BAU campaigns in collaboration with the CRM Optimisation manager and the rest of transformation team.  Create a library of the templates that can be reused for key use cases. 
• QA any new templates, dynamic fields, and journeys, as well as real time communications with dynamic templates supporting AI driven recommendations as part of the content  
• Train other team members making sure that they are comfortable to use new templates/tools and implement learnings from the AB test as a BAU. 
• Produce regular and ad hoc reports on quality of CRM campaigns 
• Supports deliver of planned AB test initiatives  
• Work closely with the commercial and Ops teams improving the processes to simplifying the flows and reducing workload on team members, aiming to bring SLA down from 4 days to 2. 
• • Support the Head of CRM in ensuring we optimize the volume of contactable customers across all customer touchpoints, working with the wider marketing teams and operational teams to execute this where appropriate. 
• Drive regular communication with peers in teams of all key departments and club teams to ensure optimal awareness of customer marketing initiatives/opportunities. 
• Ensure that all communications fall within the relevant regulatory and GDPR frameworks at all times, adapting responsible gambling practices. 
• Responsible for quality monitoring to ensure consistent communication in CRM programs across  
• Drive the transformation of Adobe Campaign Template Builder, collaborating with Martech to implement necessary tool changes and enhancements to optimize campaign effectiveness. 
• Execute initiatives that enhance CRM capabilities, including automating communications and journeys, streamlining processes, reducing workload through dynamic content, and improving reporting and financial performance. 
• Create and manage incident reports, ensuring timely follow-up, completion, and closure of tickets to maintain optimal operational efficiency. 
• Collaborate with product, content, and personalization teams on CRM-related journeys, encompassing areas like in app messaging. 
• Assume ownership of data flowing in and out of Adobe Campaign, overseeing data monitoring and measurement. Report on any major changes to understand if there are any implications. 
• Manage and develop CRM transformation execs and CRM data execs 

Qualifications

• Excellent knowledge of Adobe Campaign, Taxi, player attributes and Backoffice tools 
• Demonstrates sense of passion and pride about own work and quality of product produced by CRM department. Positive attitude and adapts well to change.   
• Inspires passion and excitement around shared goals, promoting environment of achievement. 
• Ability to identify issues and areas of improvement when assessing BAU processes  
• Proven experience in documentation including QA documentation, producing briefs to MarTech and documenting business processes 
• Demonstrates determination and purpose to deliver and achieve the best results for the organization 
• Able to work with team members onboarding new starters and helping to retrain team members 
• Can explain players attributes and workflow logic 
• Basic technical HTML or SQL knowledge  
• Excellent Excel skills 
• Demonstrates sense of determination and pride about own work 
• Positive attitude and keen to learn new skills as well as share it with other team members 
• Stringent attention to detail, ensuring all campaigns are delivered to the highest quality 
• Able to learn new systems and processes quickly and thoroughly  
• Ability to identify to build strong relationships with a range of stakeholders, and  
• ailor communication to meet their needs 
• AnalyTtic mind, and able to transform data into insight that delivers benefits to the CRM Team’s objective 
• Able to understand how to quantify the impact of issues and report it in detailed and accurate manner 
• Able to operate in a matrix environment with high levels of self-motivation required 
• Team Player - ‘We’ rather than ‘I’ person 
• Proven interpersonal skills – able to develop good working relationships with people at all levels 

Additional Information

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.