CRM Specialist

Job Description

• To independently design, execute, and optimise multi-channel CRM campaigns, customer lifecycle journeys and loyalty programme. This role applies structured analysis, A/B testing, and continuous improvement methodologies to enhance customer value, engagement, and retention, ensuring tactical alignment with marketing and commercial objectives.

Job Requirements

Qualifications

• Bachelor's degree in Marketing, Business, Data Analytics, or a related field
• Certification in a leading CRM platform (e.g., Optimove, Xtreme Push,Salesforce Marketing Cloud, HubSpot, Braze)
• Certification in Marketing Automation or Digital Marketin
• Google Analytics Individual Qualification (GAIQ)
• SQL certification or demonstrated proficiency
• Project Management certification (e.g., CAPM) is a plus

Experience

• 5-8 years experience in CRM and marketing in an online gaming / sportsbetting environment
• Experience in digital, direct marketing and analytics is an advantage

Skills & Knowledge

• CRM Platform Expertise (e.g., Optimove, Xtreme Push,Salesforce Marketing Cloud, HubSpot, Braze)
• Bonus & Promotion Management (structuring, configuring, and evaluating bonus mechanics)
• PAM (Player Account Management) System Knowledge
• Marketing Automation
• Data Analysis & Segmentation (SQL, Excel, BI Tools)
• A/B Testing & Experimentation
• Email Marketing & HTML
• Project Management (Individual Contributor)
• Analytical Thinking & Problem Solving
• Attention to Detail
• Cross-functional Collaboration
• Communication (Written & Verbal)

Key Performance Areas

• Design and configure multi-channel CRM campaigns to achieve specific marketing and commercial objectives, ensuring alignment with customer segmentation strategies.
• Execute and deploy CRM campaigns across various channels (e.g., email, SMS, in-app notifications,push notifications and gamification), ensuring accurate audience targeting and timely delivery.
• Optimise existing customer lifecycle journeys (e.g., onboarding, retention, win-back) based on performance data and customer insights to improve engagement and conversion.
• Conduct detailed data analysis and segmentation of customer databases to identify target audiences and personalise campaign messaging effectively.
• Develop and implement A/B tests and other experimentation frameworks for CRM campaigns to identify optimal content, timing, and channel strategies.
• Monitor CRM campaign performance against key metrics, prepare regular performance reports, and present insights and recommendations to stakeholders.
• Manage and maintain the CRM platform, including data integrity, system configurations, and integration with other marketing technologies.
• Collaborate with marketing, sales, and product teams (Sports and Casino) to gather requirements, provide CRM best practices, and ensure campaign alignment with broader business goals.
• Ensure all CRM activities comply with data privacy regulations (e.g., POPIA, GDPR, CCPA) and internal data governance policies.
• Document CRM campaign workflows, processes, and best practices to ensure consistency, scalability, and knowledge transfer within the team.
• Diagnose and resolve recurring operational problems within CRM campaigns and platform functionality, escalating complex technical issues as needed.
• Research and apply industry best practices, emerging trends, and new technologies in CRM to continuously improve campaign effectiveness and customer experience.
• Create, manage, and optimize email templates, landing pages, and other creative assets for CRM campaigns to ensure brand consistency and effectiveness.
• Implement personalisation strategies and dynamic content within CRM communications to enhance relevance and engagement for diverse customer segments.
• Perform rigorous quality assurance (QA) checks on all CRM campaigns before launch to prevent errors and ensure an optimal customer experience.
• Optimise Sunbet's loyalty and bonus programmes, ensuring personalised, tier-based rewards that drive repeat engagement, increase player lifetime value, and reduce churn across the online gaming and sports betting player base.