CRM Lead

As our CRM Lead and member of the commercial team, you will be responsible for developing and implementing CRM and promotional strategies tailored to all YoBrands verticals. As the CRM Lead, you will manage the development and internal education of CRM best practice with your team and in the organisation by developing a culture of ‘test, learn & refine’ and A/B testing while assessing continuous improvement of the strategy.

The key focus of as the CRM Lead will be to put the customer at the heart of everything we do and drive engagement with the ultimate objectives of increasing conversion, loyalty, life-time value, cross-sell and reactivation.

You will drive the CRM strategy with your team, providing support to ensure the successful execution of CRM campaigns, including but not limited to:

• Approve campaigns to customer base before they go live; ensuring USP’s are promoted adequately whilst being compliant with all applicable regulations and execution standards.
• Serve as the internal expert and support on advanced email creation, dynamic content, coding techniques (HTML, CSS, AMPScript), and customisation possibilities.
• Work alongside team members to automate key journeys across the customer lifecycle ensuring that the relevant metrics are in place to analyse performance against key KPI metrics.
• QA: You will also be a process expert who can identify problem areas on UX, create elegant solutions to ease workflow and promote your team's natural flair for excellent execution.

Campaign analysis is very important as you will ensure our CRM campaigns are effectively measured by tracking key KPIs and monitoring real-time dashboards including customer data and behavioural patterns, to identify opportunities for improvement:

• Lifecycles: Conversion, Cross Sell and Churn.
• Channels: Delivery, Open & Click rates.
• Customers: value, recency, frequency, Average Deposit etc.

Weekly monitoring and reporting on the performance of CRM strategies and initiatives will ensure alignment with growth targets and outlining successes, challenges and recommendations to the business. Collaboration with Data teams to constantly evaluate the database – identifying bonus abuse, disengaged users, under and over bonused segments and general CRM hygiene.

A key measure of success for this role is the ability to deliver, test and execute new initiatives and tools to increase customer retention, working closely with leadership and technology teams.

• Drive innovation and excellence by leading new CRM initiatives into the business (push notifications, rich media SMS, micro segmentation etc.) to take CRM to the next level and differentiate our brand from competitors.
• Take ownership of the day-to-day relationships with key external suppliers, ensuring accuracy on new tools integration and new processes as well as campaigns are delivered on time and to budget.

Last but not least, conducting market research to identify opportunities to improve and keep up to date with the latest trends in the industry to ensure our CRM Strategy is in line with industry standards.

• Minimum of 3 years of experience in a similar management position.
• Experience with CRM or Email marketing software essential (e.g., Emailvision/SmartFocus/Silvepop/Salesforce/Adobe).
• Proficiency in Spanish & English in both written and spoken.
• Proven experience in managing a team.
• Strong knowledge of the iGaming industry, understanding of the main competitors, as well as experience in managing CRM and promotions across Gaming or Sportsbook.
• HTML/CSS coding knowledge.
• Proven track record utilising an enterprise campaign management solution to drive multi-channel, highly segmented CRM initiatives.
• Analytical, data-driven and proficiency in engagement analytics and communication channel optimization.
• Ambitious, creative, and keen to experiment with campaigns, bringing innovative ways of thinking to everything you do.
• Experience with data quality validation frameworks.
• Excellent communication and leadership skills, always taking into account feedback from different team members.
• Demonstrates sense of passion and pride about own work.
• Outstanding organisational skills, attention to detail and the ability to prioritise with the capacity to work to tight deadlines and deliver results.
• Positive attitude, adapts well and approaches new ways of working enthusiastically.
• Ability to build strong relationships with all stakeholders, and tailor communication to meet the stakeholder’s needs.
• Proven experience of influencing at all levels of the organisation and cross-functionally, and of providing clarity and insight to complex discussions and debates to achieve resolution and understanding.
• Demonstrates determination and purpose to deliver and achieve the best results for the organisation.

You’re probably wondering outside of a fun, exciting and varied role – what else do you get? You’ll get a fantastic salary combined with some leading benefits. is important to us too... From hybrid working and colleague support networks to menopause support and weekly PepTalks, we’re here for you.

We’ll also invest in your growth by providing development opportunities, leadership training and cutting-edge industry certifications so you have the tools and resources to help you work, win and grow with us.

Immerse yourself in new cultures and gain international exposure through our global business. Collaborate with colleagues from around the globe.

The Rank Group are committed to being an inclusive employer, ensuring that we better understand and meet the needs and requirements of our candidates and customers.

We aim to do this by facilitating fair and equal access to our services. If you require a reasonable adjustment to be made, please reach out to let us know ahead of your interview.