Head of Sports CRM
Marketing, PR and Web Design - Online Gaming
|RecruitGibraltar are currently helping our client who is a long established and reputable gaming company who offer long term career growth, excellent salary, relocation assistance, and a rewarding working environment where you can make a real impact. They are looking for a Head of Sports CRM.
What is the plan for the Head of Sports CRM role?
The Head of Sports CRM is responsible for the set-up, bedding in and on-going leadership of the both the CRM Planning team and the Performance CRM team.
Between them, and under the guidance of the Head of Sports CRM, these teams will be responsible for all CRM Planning strategy and execution for company brands, as well as the delivery of Performance CRM initiatives both within, and outside, the Grandstand team.
The Head of Sports CRM reports to the company Brand Director and will work very closely with the Head of Promotions and Director of Sports Operations to ensure the planning and performance of all aspects of on-boarding, pre-match / pre-event and live/performance CRM are all integrated within the wider marketing and Grandstand plans.
This is an absolutely pivotal role within our new ways of working and, as such, requires effective stakeholder management across the business at all levels to be able bring together marketing, product, brand and BI plans into one seamless customer communication experience, focused on optimising customer value.
What will you do as a Head of Sports CRM?
Fully integrated into the brand team, the Head of Sports CRM will act as the primary driver in ensuring the company marketing teams work in partnership with both CRM Planning and Performance CRM teams to develop effective strategic and tactical CRM led initiatives.
Develop and deliver CRM strategy by bringing together the brand marketing promotions plan and product into a customer communication strategy that drives maximum return on investment through the optimisation of targeting and messaging
Drive CRM Planning capability development across the customer lifecycle by ensuring the teams utilization of central CRM tools such as Salesforce
Drive Performance CRM capability by managing the hand-off from CRM Planning outputs to Performance CRM initiatives in both BAU and Grandstand capacities
Drive efficiency across the CRM Planning team by ensuring full automation of customer journeys, and their subsequent optimisation, developing solutions that are customised to reflect the source of the customers affected in every case.
A strategic and inspiring leader that provides leadership and direction to the team creating and embedding a culture where continuous improvement is embraced.
Collaborate with the BI team to drive the needed and relevant business intelligence to develop and utilise segmentation ensuring it is at the heart of the CRM strategy by ensuring it is used through all campaigns to enable tailored and relevant marketing messages to customers
Minimise churn by driving deeper customer engagement across all products, working closely with product owners and the brand team to identify and realise opportunities
Be an active stakeholder in CRM projects to drive traction and support delivery
Work with the company Brand Director and the marketing team to ensure the CRM strategy is aligned to and supports the marketing plans from a promotional and strategic perspective and well as being fully aligned, where appropriate to the newly defined Grandstand requirements and reacting to trading performance in real time.
Ensure CRM Planning and Performance CRM Managers effectively resource their teams to deliver optimal capacity aligned to their campaigns
Attend weekly trading meetings to contribute by sharing CRM results and plans to improve performance
Deliver the day to day planning and reporting of CRM ensuring it meets the business performance by leading weekly/monthly reporting on CRM performance to key stakeholders across the business
Manage and report weekly budget performance for CRM marketing spend
Support company Brand Director to drive employee engagement to optimize employee performance
Where appropriate, manage and leverage 3rd party agencies, such as Salesforce, to deliver enhanced capabilities by working with Head CRM Development to deliver product roadmap developments to market that generate optimal value
A leader that mentors and develops the team by; providing development, coaching, objectives and goal setting, performance management and other people policies as required ensuring the team is motivated, productive and fully compliant with all regulations and legislation.
What do you know that makes you a great Head of Sports CRM?
Degree level education is a pre-requisite.
Business Management or Statistical higher education qualifications are preferable.
Previous experience in similar Head of CRM role in gaming
Experience leading CRM strategy and expert level knowledge of current CRM methodologies
Demonstrable experience of developing and delivering a CRM strategy at scale, resulting in increased customer/supporter value
Evidence of working in a complex environment with multiple, divergent stakeholder interests
Experience in collaborating with agencies to deliver CRM Communication
Experienced in the development of budgets, establish procedures for monitoring progress against plans and objectives and for ensuring best use of financial and other resources
Experience in working with analytics teams to undergo uplift measurement for CRM programs
Knowledge of CRM systems and data, across on and offline channels, including digital, call centres, direct and events
Knowledge of test and learn programs especially with regards to personalisation and incentive
Excellent understanding of CRM principles in a sports betting environment
Understanding of the full campaign lifecycle, including insight, planning, creative, campaign selections, reporting and analysis
Extensive knowledge of email, SMS and push technologies and platforms
Understanding and experience of CRM systems and tools including Salesforce
Salary Up to £100k based on experience with bonus, an excellent relocation package and private healthcare.