CRM Manager

 Our client requires a proven CRM practitioner with demonstrable track record in improving customer loyalty and optimising customer value.  

Overall Purpose of the Role

To work as an integral part of the Non-Retail Marketing team, supporting both the Online and Dial-a-Bet Sportsbook businesses.  Reporting directly to the Head of Sportsbook Marketing, the CRM Manager will be responsible for developing customer insight and managing the effectiveness of customer communications.  As a fundamental driver of ongoing growth and profitability, the CRM Manager will be responsible for delivering key KPIs (churn, customer profitability, etc) for  across both the UK and Irish regions.

The incoming CRM Manager will build on a solid and pragmatic customer communications programme which focuses on key lifestage milestones.  The business now requires a proven CRM expert to take this programme to the next level, adding best practice CRM skills and techniques to the business.  In particular, the CRM Manager will be required to introduce:

• more sophisticated customer segmentations including real-time segmentation protocols
• better use of technological developments
• a wider range of communication platforms

Key Responsibilities

Customer Communications Strategy

• Devise communications strategy to provide long-term churn reduction and optimise customer value
• Devise and implement communications calendar and provide planning protocols to ensure an optimised customer experience

Customer Insight

• Analyse and segment the customer population to inform customer acquisition and retention strategy and activities.  Includes behavioural, attitudinal and geo-demographic analysis from primary and secondary sources.

Performance Evaluation and Reporting

• Prepare systematic and ad hoc reports including customer value, behaviour and retention reports.

Communications Delivery and Effectiveness

• Analyse and evaluate the effectiveness of customer communications.
• Manage and coordinate customer communications delivery.
• Develop email, OBTM, SMS, postal and other communications platforms.
• Formulate communications standards and customer-centric communications processes.
• Develop tools and techniques for customer retention and value maximisation.

Database Management

• Ensure up-to-date and complete customer contact records and quality.
• Ensure correct population of communications lists and databases.
• Identify and introduce best-in-class infrastructure to support the evaluation and monitoring of customer churn and value.

Requirements / Skills

• Excellent understanding of customer relationship management and analysis tools and techniques.
• Excellent understanding of communications methods including email, outbound telemarketing, SMS and internet communications.
• Excellent data management and analysis capabilities.
• Excellent understanding of customer profiling and segmentation.  Perceptive and intuitive understanding of customer behaviours.
• Strong written and verbal communications.
• Strong relationship management skills.
• Enthusiastic and flexible working attitude.
• Strong project management capabilities.
• Highly organised and articulate individual adept at working effectively within small entrepreneurial teams.
• More than a passing interest in sport 
• Multi-product, platform, stakeholder environment
• Ability to visualise future strategies – but pragmatism to deliver on current KPIs