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CRM Manager

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Job Ref:
Betting Appointments
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Job Description
To deliver and evaluate all CRM activity and to develop the operational infrastructure to improve costs, efficiency and ROI.

Key Responsibilities

• Accountable for delivering the CRM plans and provide best-in-class reporting and analytics to support campaigns

• Working with Brand/Operations team(s) for each brand, help to plan all CRM activity on a period by period basis, leveraging campaign performance reports and insight to optimise campaign delivery

• Develop operational infrastructure including database management, data segmentation, campaign delivery (e-mail, DM. SMS, push, inbox/onsite, social, outbound telemarketing), campaign reporting, LTV/ROI model development, loyalty programme(s) and other activity streams as required

• Manage the CRM budget effectively, including management of all campaign costs (including weekly and periodic reporting), costs of operational systems and creative costs; accurately record all purchase orders/forecasts and update Procurement team on a weekly basis; work closely with colleagues to manage minimum group commitments for campaign tools

• Responsible for the selection, management and evaluation of all operational systems required to deliver the CRM plan, including contract negotiations, target setting, KPI setting and evaluation, reporting and relationship building

• Responsible for ensuring that all CRM activity is sufficiently monitored, tracked and evaluated in order to monitor ROI and for delivering clear, concise and reliable reporting including periodic reporting, campaign reporting, team productivity reporting and ROI

• Utilise all available tools within the Playtech/IMS system to optimise campaign effectiveness, including promotion code set-up and tracking, Campaign Manager tool and new tools as they are developed

• Ensure that all activity delivered is consistent with the Brand guidelines for each brand and fully compliant with all regulatory and advertising guidelines in force for each brand/territory; ensure all media activity is approved by Compliance team

• Provide support to operational teams to conduct player surveys and NPS/CSat surveys to the existing customer base

• Manage a small team of CRM professionals and provide development, coaching, objectives & goal setting, performance management and other people policies as required from time to time; ensure team is motivated, productive and fully compliant with all regulations, legislation and team values & behaviours

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Salary Indication
Performance Targets

• Responsibility for campaign and operational budget of up to £1m/annum

• Responsible for managing 3rd party system and agency suppliers

• Improve NGR/RMP and LTV of all players (by segment) in line with CRM plans from each brand
Skills, Knowledge and Experience

• 3-5 years’ experience of managing CRM activity, agency or client-side
• Very strong communications skills (written, verbal and presentation)
• Extensive experience of all direct response marketing channels including DM, eCRM, push, SMS, onsite promotions, telemarketing etc.
• Extensive experience of customer data strategy development and management; strong appreciation of database marketing and the ability to specify data schemas and technology/tool requirements to deliver the CRM plan
• Experience in developing and executing plans with strong creative executions
• Strong organizational skills and experience of balancing multiple projects at once
• Evidence of strong people and project management skills
• Ability to develop strong working relationships with internal and 3rd party service providers
• Strong customer ethos and the ability to channel insight into profitable deliverables
• Strong financial, analytical and cost management skills


• Dynamic personal style that delivers results, engagement and a positive working culture
• Good influencing and facilitation skills
• Ability to work independently and with key internal and external partners
• Ability to prioritise and adapt rapidly to changing business conditions; Understands and manages change effectively and experience of working in a high change culture
• Highly creative and able to effectively discuss creative concepts with all stakeholders
• Detail focused but able to see the “big picture” and maintain progress
• Strong project management skills with the ability to handle multiple streams of work and prioritise accordingly
• Resilient character with the ability to create/drive change across a range of key stakeholder groups

We regret that due to current volumes, we are unable to acknowledge every application. All successful candidates will be contacted as soon as possible. If you are contacted, please note that, as part of the registration process, you will be required to provide us with proof of identity and proof of eligibility to work in the UK.

Betting Appointments, part of the St George’s Recruitment Group, is acting as an employment agency in regard to this vacancy. We specialise in finding great jobs for great people; our consultants handle a wide range of roles within the betting and gaming industry. If you’re looking for a fresh approach to betting and gaming recruitment, please contact us now.

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