Head of CRM

Rank Group

  • Maidenhead, Berkshire
  • Permanent
  • Full-time
  • 5 days ago
Company DescriptionRank Interactive, the digital arm of the Rank Group plc, stands as a leading global digital gaming company fueled by top-tier talent and technology. Recognised through iconic brands, our products and our people, we bring entertainment to millions of people worldwide on various devices daily.Operating with a multi-branded strategy, we offer online entertainment, bingo and slot gaming, along with a social gaming mobile experience, using a mix of proprietary and licensed software.With offices in the UK, Gibraltar, Mauritius & South Africa and being part of a group with approximately 8,000 employees globally; we unite people and entertainment across diverse digital channels.Joining our high-performing and inclusive culture, you'll instantly become part of a team supporting our customer-facing initiatives.Job DescriptionThe Head of CRM will be the owner for the group customer relationship management and loyalty strategies, working alongside our marketing directors. As the leader in omni channel gaming and entertainment you will put our customers preferences at the core of our plans and work to develop a highly segmented preference and relevancy-based strategy to aid conversion and loyalty between channels.You will foster and develop a team of highly analytical and inquisitive culture to ensure that the team are constantly seeking iterative gains as well as working with wider stake holders to feedback on what opportunities remain unexplored or to deliver significant customer benefit.Working in partnership with the Director of Mar-tech to develop an integrated marketing stack that enables real time communications with our customers no matter then channel they are interacting with (In Club, On Device or our websites) and maximizing our utilization of our current 3rd party platforms.Focused on ultimately delivering increased revenue through increased conversion, increasing player frequency, revenue per active and decreasing churn across all channels, a collaborative and effective working relationship with the wider marketing teams, internal stakeholders and external suppliers is a pre-requisite of the role.
  • Work with the Marketing Directors to define end to end customer lifecycle journeys (automating where appropriate) across all relevant touchpoints, ensuring close collaboration between all teams to ensure the customer experience is consistent and intuitive across all channels
  • Work with the Interactive Marketing Director to define the roles and responsibilities within the CRM team ensuring that each member is clear on their place within the wider team and that we are putting the relevant development plans in place to drive best performance from each person according to their ability to contribute.
  • Ensure the correct governance structure is in place to put the customer at the heart of everything we do, focusing on the rulesets and typologies that will deliver the maximum benefit with the minimal volumes of contacts required
  • Creating specific journeys and strategies to protect the vulnerable or those that are at risk by working closely with our Player Protection teams and being a key voice at the table translating licensing and internal policies into specific journeys.
  • Develop a customer focused, channel neutral approach to CRM planning and execution with a clear reporting structure and test and learn approach, with transparency in communication across all stakeholders.
  • Using internal departments and external suppliers where appropriate, to ensure that the correct measures are in place to evaluate all CRM activity against key KPI metrics agreed, working closely with the Marketing Directors to report on and identify the worth of the CRM function to the wider business.
  • Take accountability for defining and implementing of a highly calculated test and learn philosophy to all mediums of customer marketing; direct marketing, content personalization and outbound customer marketing contacts.
  • Provide regular reporting to the marketing directors on the delivery of key projects to support the development of the CRM strategy, ensuring any issues / blockers are raised in enough time to allow effective resolution.
  • Work with the Marketing Directors to establish the CRM team as one of the key stakeholders in the evolution of the customer database, ensuring that any changes required are clearly articulated and supported with business cases where necessary.
  • Ensure that all communications fall within the relevant regulatory and GDPR frameworks at all time.
  • Responsible for quality monitoring to ensure consistent communication in CRM programmes across the brand portfolio
Qualifications
  • Degree in a marketing or analytics related field with a multi-channel retail, telecommunication, entertainment, gaming or agency background
  • Extensive experience of working with a mass-market multi-channel customer base and leading a CRM strategy that proved significant revenue growth
  • Deep understanding of data strategy and product innovation / agile environment
  • Demonstrate a highly acute approach to all customer marketing activities and relate them back to financial performance / customer behavourial improvement
  • Experienced in managing and evolving a mid-size CRM team in a high pace and transactional environment - gambling industry experience is not mandatory but would be preferred
Additional Information#LI-MS1 #LI-HybridYou'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. Wellbeing@Rank 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.

Rank Group