CRM Specialist

**Job Purpose**
- The CRM Specialist will be responsible to grow gaming revenue for Sun International business operations, by utilising an in-depth understanding of the Sun database and its customers and insight to compile targeted and relevant campaigns to drive customer visits and/or spend. These highly targeted plans and tactics will be deployed by identifying ‘red flags’ that will remedy and leverage opportunities to maximize revenue and return on investment. The CRM Specialist will work closely with the Head of CRM, Business Intelligence teams and unit Marketing Managers promoting Sun International’s brand as the brand of choice. The CRM Specialist must constantly evaluate and optimise campaign efforts based on learnings.

**Key Performance Areas**
- Understand, adopt, and deliver against the Sun International CRM Strategic plans and objectives.
- Guide and support the CRM plan at property level, upskilling the operational business on best CRM practice.
- Identify customer segments of value in the database (per unit) based on past gaming behaviour
- Drive the delivery of strategic objectives on two levels:

- CRM Basics i.e. regular, standardised, best practise on Acquisition, Reactivation, Re-grades and Points Purge (SI mandates).
- CRM Revenue Drivers, identify tactics to proactively drive revenue on an ongoing basis, across the group.
- Analyse and report on data findings and trends.
- Identify opportunities and provide recommendations on CRM initiatives / campaigns, working closely with unit requirements.
- Provide input into the formation of a centralised CRM approach to drive revenue by deploying strategies that activate, stretch, nurture and/or correct customer behaviours.
- Collaborate with Marketing Managers iro the tactics and agree on incentives, ensuring incentive relevance through data mining and understanding customer behaviour.
- Work in partnership with properties to ensure implementation of effective CRM and promotional activations based on group strategy to effectively make use of the database, and hereby reducing monetary risk and increasing ROI.
- Monitor properties to ensure delivery against best practices in terms of data hygiene, adhering to POPIA and related CRM/gaming compliance.
- Deliver timeous analyses of CRM campaigns and tactics to ensure re-iterative progress.
- Develop reporting tools in conjunction with ‘BI’ to ensure accurate analysis and ROI of all promotions and campaigns.
- Liaise and engage with Business stakeholder iro of Xtra Play usage to ensure no duplication of plans.
- Present and share results with the Business on a regular basis.
- Drive the concept of “the Right Customer at the Right Time”.
- Constantly seek opportunities that will optimise gaming revenue across all Casino Properties

**Education**
- B Degree (Marketing data or statistics or related work experience will be considered)

**Experience**
- Minimum 8 - 10 yrs experience including:

- 3 years in a gaming role
- 5years experience in casino CRM analytics role
- In-depth knowledge on CRM processes, Gaming systems and BI

**Skills & Knowledge**
- Creating solutions
- Conceptualising
- Analytical
- Implementation Skills
- Managing Customer & Stakeholder relationships
- Adapting
- Demonstrate Emotional Maturity
- Possess Integrity
- Constantly display a Drive and Tenacity
- Sound knowledge of Marketing business processes & products
- Verbal and written communication skills
- Presentation skills
- Business process analysis methods and techniques
- Advanced skills in MS Office Suite
- Statistics and numerical ability
- Project management skills
- Business acumen
- Data Visualisation

**Equity**
- Preference will be given to employees from the designated groups in line with the provisions of the Employment Equity Act, No. 55 of 1998, SISA internal recruitment policy as well as units employment equity plans.

**POPI Statement