CRM & Customer Value Manager

The CRM & Customer Value Manager will play a pivotal role in developing and executing strategies that enhance customer retention, loyalty, and lifetime value. The ideal candidate is analytical, customer-focused, and skilled at translating data insights into actionable marketing initiatives.

This role involves managing the full customer journey — from acquisition through retention and reactivation — while collaborating closely with marketing, product, sales, and data teams to ensure alignment between business objectives and customer needs.

Key Responsibilities

Customer Lifecycle & Value Strategy

Develop and implement strategies for onboarding, retention, and reactivation to foster loyalty and reduce churn.

Create and manage lifecycle marketing initiatives that engage customers across their full journey.

Design and oversee loyalty and bonus programs to encourage repeat business.

Identify and manage high-value customers, ensuring a premium experience that drives long-term retention.

Campaign Management & Execution

Plan and execute direct marketing campaigns via email, SMS, push notifications, and other digital channels.

Manage communications calendars, automation workflows, promotions, and events.

Oversee campaign creation — including copywriting, QA processes, and deployment strategies.

Conduct A / B testing to optimise campaign performance, conversion rates, and engagement metrics.

Data Analysis, Segmentation & Reporting

Build and maintain customer segmentation models to guide targeted marketing efforts.

Use CRM data to identify behavioural trends, opportunities, and risks.

Analyse campaign performance to provide actionable insights and strategic recommendations.

Monitor KPIs such as monthly active users, retention rates, and average deposit value.

Deliver detailed performance reports to management and stakeholders.

CRM Platform & System Management

Oversee implementation, optimisation, and maintenance of CRM platforms and related manual processes.

Ensure accuracy, integrity, and compliance of customer data.

Train internal users on CRM best practices and troubleshoot issues as needed.

Document procedures, troubleshooting guides, and training materials.

Customer Experience & Collaboration

Analyse customer feedback and reviews to identify areas for improvement.

Collaborate cross-functionally with marketing, customer support, product, and sales teams to ensure a seamless customer experience.

Promote a culture of collaboration, accountability, and high performance.

Support ad-hoc digital and non-digital initiatives as part of the broader marketing function.

Qualifications & Skills

Required

Bachelor’s degree, Diploma, or Certification in Marketing, Business, Statistics, or a related discipline.

Minimum of 2 years’ experience in a CRM, loyalty, or customer value management role — ideally within online gaming, betting, or fast-paced e-commerce.

Proven end-to-end campaign management experience.

Strong analytical mindset with the ability to interpret complex datasets.

Proficiency in CRM platforms and marketing automation tools.

Excellent understanding of customer lifecycle and retention marketing principles.

Exceptional organisational, communication, and stakeholder management skills.

Self-motivated, detail-oriented, and capable of working with minimal supervision.

Genuine interest in sports and the betting industry.

Flexible, resilient, and customer-driven mindset.

Preferred

Experience in the South African betting market.

Advanced data analysis skills.

Proven success in designing and executing customer retention or loyalty programs.

Strong experience with A / B testing and campaign optimisation techniques.