CRM Lifecycle Manager

Job Type:
Salary Description:
Negotiable with bonus & benefits
Job Ref:

The CRM lifecycle operation aims at optimising players’ activity, revenue, bonus cost, segments engagement for all brands through a combination of retention automation, data modelling, life stage segmentation and campaigns optimisation leveraging existing tools such as Optimove, platforms automation features assisted by data warehouse and analytical team

Always looking for improving player effective engagement, the CRM Lifecycle Manager will be dedicated to building customer journeys to interact on a 1-1 basis with customers. You will define, develop and manage the automation retention execution for all brands (CRM and VIP) including partner brands, overseeing and monitoring the execution within the brands while ensuring these communications remain in sync with the monthly CRM/VIP promotional/campaign calendar across our various brands and services. You will analyse and report on the additional revenues generated through all life-cycle initiatives.

The CRM life cycle Manager will work closely with Brands CRM, central VIPs, Brand Developers, and Tech Team to develop an integrated (system and technology) customer journey.

Accountable for the life-cycle activity performance and the ROI evaluation against established customer value KPIs
Owning the A/B and/or multivariate tests to optimize campaigns quality and performance
Owner of Optimove maintenance, development, training and implementation of new features
Involved in all Brand campaigns planning and operations to optimise conversion, retention, churn prevention, reactivation optimisation activities
Leading the collaboration with the in-house Data/Platform to replicate Life-cycle process for Brands not using Optimove
Accountable for the reach of funnels optimisation metrics within established quarterly customer segments revenue KPIs
Drive the ROI of customer incentives/bonus and rewards versus increasing customer life time value within the life-cycle journey context
Developing and implementing personalised multi channel, segmented life stage campaigns with a strong focus on Players life-cycle journeys based on player behaviours modelling
Monitor, analyse and continually refine the performance of automated behavioural and value-triggered propositions
Ensure an optimized use of all the channels (emailing, SMS, onsite, telemarketing, apps etc.) within the customer life-cycle context
Coordinate and provide visibility to all internal stakeholders (design CRM/VIP, copywriters, DW, Business Intelligence, integrators, Optimove team)
Establish KPIs reporting Optimove funnels and reflection of business KPIs
As a customer advocate within our business, elaborate data-driven and customer-oriented recommendations for Brands and VIP team to ensure the highest quality interactions with the customer across all lifecycle channels
Collaborate with IT & BI teams to ensure data availability & activities' reports

Establish efficient communication channels with brands team, partner brands, VIP team, Optimove team for effective running of lifecycle activities
Regular update communication on ongoing Life-cycle activities to relevant stake holders
Communicate life-cycle plans and successes internally to ensure coordination across channels, function, departments
KPIs, Campaigns ROI communication and insight sharing with to relevant stakeholders
Monthly strategic and operational meeting with brand owners and relevant stake holders for activities planning and KPIs insight
Monthly reporting on life-cycle activities based on a clear test and learn program
Developing & sharing best practise with in-house and partner brands through regular meetings, workshops

Working with Tech team and Data warehouse to align infrastructure for optimal Life-cycle output
Working with brand development team to ensure synergy in tools/technology used within brands operations
Working with Acquisition team to optimise automated lifecycle funnels
Working with product team to enhance vertical proposition within the communication funnels
Working with Brands, CS, CRM, P&F to deliver optimal customer experience.
Working closely with Optimove to ensure optimal services and cost optimisation

An analytical mindset
Strong organisational skills, excellent time management and experience of balancing multiple projects essential
Strong time management skills
Great understanding of a customer’s life-cycle
Knowledge about bonuses and able to calculate bonus costs
Detail orientated
Effective communication skills (both written and verbal) with the ability to tailor your dialogue and delivery to cater for a variety of audiences
Ability to prioritize tasks and manage deadlines for large, multi-phase projects
iGaming industry preferred, CRM experience essential

For more information please contact

Contact Details:
Tel: +44 (0) 1355 588 988
Contact: BettingJobs

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