Head of CRM (Casino)

Marketing, PR and Web Design


RecruitGibraltar are currently recruiting for a Head of CRM (Casino) to join a household name in the Online Gaming Sector with an excellent reputation in its field of expertise. They are a forward thinking Company and seek employees who have the same drive and motivation in their chosen career. Their desire to retain their market leading position means that all aspects of their business model are managed with a view to being the best and providing an outstanding working environment for their staff in all their locations.

What is the plan for the Head of CRM (Casino) role?

The successful candidate will report directly to COO and be responsible for developing and implementing the CRM Strategy to increase customer lifetime value across our hugely successful Casino product. The ideal candidate we are looking for has a technical background and is very analytical on their approach to the success of CRM campaigns

What will you do as a Head of CRM (Casino)?

• Plan, oversee the deployment of the CRM strategy for company's 75 white label brands
• Manage a small team of retention focused associates and third parties
• Design and implement Conversion, Retention, Re- activation, Cross cell and Cross platform marketing activities across the company.
• Create and manage multi-communication (Email, SMS, Push notification etc.), targeted customer lifecycle marketing programs to drive customer retention using best practices
• Overall responsibility over company’s Bonus and promotions budget.
• Manage and build KPI performance measures, trends and optimize / create opportunities to improve future campaigns
• Understand customer behaviors and trends, and build campaigns based on analytical insight
• Support and lead the retention planning process with managers and stakeholders to create industry leading promotional activity
• Generate regular reporting and analysis to measure performance
• Planning and execution of promotional activity, product launches and releases
• Ensure all promotions, terms and conditions and campaigns are accurate and compliant.
• Strong collaboration skills with various stake holders (Analytics, Support & VIP, Product, commercial) to push our capabilities with tools and master these to create outstanding propositions

What do you know that makes you a great Head of CRM (Casino)?

• Proven experience as a manager in multi-channel (email, SMS, push) CRM campaigns management, ideally in online gaming or FinTech industry
• 2+ years of demonstrable relevant professional experience in retention marketing in the gambling industry, including experience in the areas of CRM and promotional engagement
• Technically good with CRM back office tools and systems
• Experience with building customer journeys and conversion optimization
• Marketing copywriting, proof-reading and creative skills
• Mobile marketing/ mobile apps experience advantageous
• Ability to think ‘outside the box’ and find solutions in case workarounds are required
• Experience in a company where CRM was important – can be gambling, but can also be a subscription model or e-commerce with strong CRM activity.
• Strong email marketing skills, with tools like salesforce, Adobe Campaign, Silverpop or another ESP. Good understanding on how automated, dynamic email marketing works.
• Experience in communication channels other than email channels; at least SMS, outbound calling, traditional mail, social and prove they have actually managed them in an organic CRM plan.
• Overall understanding of digital marketing. Experience in channels and tactics that traditionally are used for acquisition; paid search, PPC, retargeting, social media - would be advantageous.
• Data-driven, understand profiling and segmentation and data-based marketing. Familiarity with data analytics and visualization tools like FastStats, Tableau, Salesforce or Optimove would be ideal.
• Some experience of using CMS systems and managing web content.
• Good understanding of website usability and optimization, experience with A/B testing or CRO tools like Optimizely.
• Good understating on compliance and regulation with regards broadcast marketing.

Salary £60k - 80k based on experience with bonus, an excellent relocation package and private healthcare

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