Senior CRM Retentions Specialist: Reactivation and Cross Marketing
3 weeks ago
**Overview &**Purpose**:
We are seeking a dedicated CRM Retentions Specialist to join our team.
As a CRM Reactivation & XM Specialist, you will be primarily responsible for developing and implementing strategies to reactivate, re-engage and cross market players as well as helping drive the overall growth of the player and revenue base.
This role requires a deep understanding of Customer Relationship Management (CRM) systems and expertise in omni-channel marketing.
**Key Responsibilities**:
- Develop and Implement Player Engagement & Retention Strategies.
- Work closely with marketing, acquisition, product development, and customer support teams to align retention and engagement strategies with overall business goals.
- Analyze data to segment players and tailor retention strategies based on regionalization + player preferences like game type and deposit methods which will in turn foster player loyalty and satisfaction.
- Create personalized and engaging content that aligns with player segments and preferences.
- Plan, manage and deliver multi-channel campaigns which will increase the time a player spends engaging with the product.
- Collaborate with the Product and GSP departments to ensure that the player’s user experience across all touchpoints is seamless and optimal.
- Manage and optimize the use of data and systems like XP and Optimove to track player interactions, preferences, and behaviour.
- Key Performance Area - Reactivation and Cross Marketing
- Focus on reactivation to increase the rate at which inactive players re-engage with the brand to aid further value extraction
- Improve the reactivation rates across the business by:
- Developing a strategically coherent reactivation plan including test plans.
- Devising new re-engagement techniques.
- Providing the business with regular pre and post measurement and analysis.
- Monitor all key points within the retention process including but not limited to:
- Why players become inactive.
- The re-engagement product experiences.
- Post reactivation behaviour (bonus and deposit activity)
- Implementation and execution of A/B split and multivariant testing
- Ensure that all re-engagement offerings available within the group are appropriately and effectively leveraged to reactivate players and ensure their longevity.
- Lobbying of the relevant business stakeholders for the adoption of best practices and new innovations.
- Develop and implement bespoke reacquisition offers and communication for important campaigns and channel partners.
- Reactivation & Cross Marketing.
- On an ongoing basis, monitor the following:
- Communication effectiveness - Monitor communication deliverability, open rates, click-through rates, and other relevant metrics.
- Month on month reactivation rates + waterfall reporting to monitor post re-engagement longevity.
- Player value analysis using these KPIs: ARPU, deposit value/player, number of deposits/players, number of active days per month/player & deposit: bonus ratios.
- Bonus Cost Management Reporting.
- Channel reactivation and XM effectiveness/efficiency - SEO vs ITG vs Affiliate traffic.
- Reactivation rates by brand & tenure & for top performing affiliates.
- Monthly reporting on the effectiveness of retention and player engagement initiatives by brand.
This job description is not intended to be an exhaustive list of responsibilities. The job holder may be required to complete any other reasonable duties to achieve business objectives.
**Essential Criteria**:
- Must have experience in the gambling industry.
- Knowledge of regulatory requirements and compliance related to responsible gambling.
- Multi-Channel marketing
- Knowledge of CRM software such as Optimove, XP, Smartico is essential
- Power BI or Tableau understanding is desirable
- Working with 3rd party game providers
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