Senior CRM / Rewards Data Planner - Maidenhead

Maidenhead, Berkshire
20 Sep 2019
18 Oct 2019
Full Time

Senior CRM / Rewards Data Planner - Maidenhead

Full time, Permanent​

Reports To / Line Manager: Director of CRM / Loyalty

Number of Direct Reports: 2  direct reports

Job Purpose

Working collaboratively with key internal stakeholders and departments, you will be responsible for driving the CRM & Rewards agenda within the overall Rank data strategy, facilitating the CRM team to deliver a data lead approach that leads to effective, engaging, timely and relevant customer communications which ultimately drive increased revenues.

Main Accountabilities and Responsibilities

  • Interpret company wide customer segmentation and other multiple data sources to build out and implement a contact segmentation framework which forms the bedrock of the CRM automation and tactical activity programme across agreed customer lifecycle stages for both Mecca Bingo and Grosvenor Casinos
  • Take ownership of and work closely with the data / data science teams to ensure that all relevant data points which drive CRM activity are structured correctly and updated into the campaign management tool with the right cadence to drive relevant communications with customers
  • Proactively identify gaps in the data structures and work with the relevant internal stakeholders to drive a development roadmap to incorporate new data points into the campaign management platform.
  • Work with operational stakeholders within the digital business and the CRM teams to put a framework in place to translate the promotional campaign support schedules so that they can be executed through the new contract strategy framework
  • Use customer & transactional information to identify tactical opportunities to increase revenue and customer lifetime duration, ensuring that all opportunities are tested fully and optimized before automating
  • Work closely with the Head of CRM to develop a data led, statistically viable test and learn program for all campaigns aimed at driving increased engagement
  • Champion customer centricity throughout the CRM team and the wider business, driving a commercial and ROI approach to campaigns
  • Responsible for tracking value, collating results and constructing articulate stories on the value seen from campaigns for key CRM team members and wider stakeholders, ensuring close collaboration with the reporting and insight team.
  • Work closely with the CRM Dev Ops team to ensure that any requirements to enhance the capabilities of the CRM function are fully specified and prioritized into a roadmap for delivery which meets the wider business needs
  • Work closely with the CRM team, product managers and other operational stakeholders to share learnings of customer behaviour around campaign interaction  which leads to improved operational efficiency and increased customer engagement
  • Ensure that the correct framework exists in the data structures to clearly identify opportunities to personalize content, including making sure that there is consistent between comms and onsite experience.
  • Manage two direct reports to execute the data led strategy at a day to day operational level ensuring that their development and performance meets Ranks required standards
  • Create presentations with analytical findings which compel stakeholders to understand customer behaviour in response to campaigns and identify further opportunities to improve
  • Responsible for providing insight and direction for the CRM teams when using segmentation and Data Science models

Knowledge, Expertise and Qualifications

  • 5 years experience working in a digital, fast paced environment with complex data sets
  • Experience within the gaming industry would be a distinct advantage
  • Track record to perform analysis on customer data using data analysis techniques to uncover opportunities and signals in the data to engage with customers
  • Proven track record of implementing a data led strategy which drives execution of end to end customer lifecycle journeys
  • Exceptional time management, with the ability to meet commitments and stick to schedules
  • Experience with CRM or Email marketing software essential (eg. Adobe / Optimove/Silvepop)
  • Working knowledge in SQL and Excel is essential
  • Use of reporting packages, e.g. Power BI, Tableau, QlikView
  • Bachelor’s degree in marketing or equivalent

Personal Qualities

  • Strong commercial awareness
  • Strong analytical and numerical skills are essential
  • Committed to delivering quality work with excellent attention to detail
  • Highly organised with ability to multi-task
  • A team player with a ‘can do’ attitude, who is flexible, willing to help others and support the team in delivery of key projects