CRM Manager - Early Life Retention

Excellent opportunity to join Betsson Group as our new full time CRM Manager - Early Life Retention.

Betsson Group is seeking a self-driven and detail-oriented CRM expert with a "can-do" attitude to join our Global CRM & Engagement department. This is a fantastic opportunity to become part of an amazing team of CRM enthusiasts.

In this role you are accountable for the successful end-to-end delivery of below the line (BTL) early life retention offers and communications across a variety of the group’s brands, markets, and products.

You will be measured on your ability to impact top-line KPIs; your main objectives are to increase revenue from new customers, improve early life retention rates —particularly in the lifecycle stage between the first and second deposit, boosting cross-sell rates between sportsbook and casino, and ultimately optimising the early customer experience to build long-term loyalty.

To be successful in this role, proficiency in Salesforce Journey Builder is essential.

You will definitely be busy! Here is a taste of what you will be involved with:

• Customer Communication and Campaigns: Manage and execute hyper-segmented early lifecycle offers and communication to increase revenue from new customers, improve early life retention rates —particularly in the lifecycle stage between the first and second deposit, boosting cross-sell rates between sportsbook and casino, and ultimately optimising the early customer experience to build long-term loyalty.
• Project Management: Use JIRA to efficiently manage projects and tasks, and to maintain effective communications with all teams and relevant stakeholders.
• Automation and Scalability: Implement automated customer journeys in Salesforce Journey Builder to optimise the early stages of the customer lifecycle.
• CRM Budget: Utilise advanced data models to optimise the CRM spend budget. This ensures investment in the right customer segments to drive growth and minimise budget wastage.
• Campaign Optimisation: Continuously optimise offers for increased profitability by experimenting with segmentation audience and reward conditions.
• Analysis: Ensure that campaign analysis is carried out to determine the net ROI, and continually tweak and improve early life retention offers and player communications to maximise profitability.
• Process Improvement: Identify opportunities for further automation and process improvement within your team and the broader department, quantify their impact, and drive implementation.
• Localisation and Compliance: Optimise CRM plans to be relevant and localised for each market and collaborate with local market teams to understand competitor activity, regulatory requirements, limitations, and local trends.
• Cross-Team Collaboration: Work closely with the Support team to optimise early life customer journeys and offers to reduce contact-drivers.
• Stakeholder Reporting: Provide reports to senior stakeholders on the success of lifecycle activities, showcasing a deep understanding of what motivates customers during the early stages of their journey with our brands.
• On-call: In addition to standard working hours, you will also work on a roster along with other Managers and Coordinators to provide afterhours support on any incidents relating to early life retention campaigns.

• Good understanding of player segmentation, player bonuses and incentives.
• Excellent ability to interpret CRM data and derive actionable insights.
• Genuine interest in the online casino and poker sector and sportsbook betting products.
• Strong project management skills, enabling you to handle multiple campaigns and tasks concurrently.
• Results-driven and customer-focused mindset.
• Minimum of 4 years’ CRM experience, ideally from a similar role in the iGaming industry.
• Experience from working in a multi-brand and multi-jurisdiction environment.
• Proficiency in Salesforce Journey Builder.

• Proficiency in Spanish, Portuguese, Greek, Latvian, Polish, or one of the Scandinavian languages is a significant plus.

Much like riding a rollercoaster, sometimes life at Betsson can be lightning fast with twists and turns but always FUN! We recognise it may not be for the faint-hearted, but if you’re a go-getter, initiator and adrenaline junkie, always striving to push the boundaries and challenge yourself, then you’ll fit right in.

We offer numerous challenges where your skills will be put to good use! We encourage innovation, independence and celebrate success where you will be part of multi-cultural and diverse company, with people from all over the world.

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