CRM Executive

Role Purpose:

As CRM executive you will be responsible for creating and managing multichannel CRM campaigns across Email, SMS, and Push messages through our app. Reporting into the CRM Manager you will be responsible for the day-to-day communication with stakeholders both in and outside of the Marketing Team to ensure that marketing communications reflect the Tote brand effectively and consistently whilst always maintaining compliance with key industry guidelines.

Role responsibilities:

• End-to-end project management and building of CRM campaigns including email marketing, SMS, Push messages via our app and occasionally Direct Mail
• Support the CRM Manager to manage the campaign planner, staying abreast of key events, promotions and messages and manage asset briefs accordingly
• Proof and set up campaigns, setting up testing schedules and then doing rigorous evaluation post send
• Report on campaigns both weekly and ad-hoc, analysing their successes in terms of engagement, revenue, and other KPIs
• Make suggestions on future improvements to campaigns, and then implementing those improvements
• Work with the Customer Acquisition team to ensure our onboarding of new customers to maximise their engagement and revenue in early player lifecycle
• Work with the Retentions team to ensure our messages and promotions minimise customer churn and our lapse prevention and reactivation journeys are as strong as possible
• Regularly share our customer messaging plans with the customer care team and help troubleshoot any customer queries from messages sent
• Collaborate with the BI and Data teams to ensure we are using the right data and it is up to date, correct and compliant whilst ensuring personalisation of key messages
• Work with compliance operations to ensure messages are clear, compliant and all activity meets legal requirements
• Liaise with the safer gambling teams to improve our interactions with customers who could be at risk of problematic gambling to ensure supporting communications are relevant, timely and consistent

Specialist Skills and Experience Required:

• Proven work experience in campaign planning, delivery, and optimisation and developing marketing with content or can show a portfolio of work to demonstrate your experiences
• A strong customer focus with the ability to analyse data and make recommendations
• An understanding of the principles of effective marketing campaigns and comfortable analysing campaign performance and briefing the wider business on their impact
• Knowledge of direct and data-driven marketing theory and practice; testing, segmentation and targeting, campaign management, campaign analysis and customer profiling
• Ability to demonstrate a passion for CRM, database, social and digital marketing
• Operationally proficient with the ability to plan, prioritise and deliver with clear results
• Excellent written, time management and organisational skills with a strong attention to detail
• A team player with excellent people skills and the ability to build strong working relationships
• Proficient with Microsoft office packages
• A passion for Sports/Horse Racing or a history of working in online gambling would be advantageous
• Understanding of digital advertising legislation and codes of practice such as GDPR, CAP and ASA guidelines is advantageous
• Experience using a CRM platform. We use Iterable, Taxi for Email and Movable Ink but you might also have experience in platforms such as Mailchimp, Klayvio, Braze – any of these would be advantageous.

Who we are?

We are proud stewards of the Tote, Great Britain’s pool betting operator since 1928. Backed by people from across British horse racing, UK Tote Group is led by a dedicated group of racehorse owners and breeders and racing fans who are passionate about revitalising the Tote.

Using best-in-class technology, digital innovation and customer engagement, we are developing the UK Tote into a modern British success story: a world-leading pools platform, reaching new audiences with innovative products.

We are currently a team of over 170 with our Head Office based in Wigan where you can expect a friendly working environment with a strong sense of teamwork and pride in what we do.