CRM Lifecycle Specialist
1 day ago
Our vision is to be the world leader in sports betting and online gaming entertainment by creating the most exciting and trusted experience for our customers, revolutionizing the gaming and sports betting space as we go. We're home to a global family of >25 well-known brands, including Sports Interactive and Party Casino in Canada, and with a focus on sustainability and growth we will transform our sector for our players, ourselves and for the good of entertainment.
We are seeking a CRM Lifecycle Specialist to join our CRM team overseeing Canada, Iberia and Latin America (CILA). This Specialist will focus on our Canadian brands and will design and own the pre-automated mechanisms, touchpoints and campaigns that we need to be present in each step of our players lifecycles.
They will also be instrumental in crafting and evolving our understanding of player journeys with the use of data-backed analysis, collaborating with the rest of our Canada and CILA region to help drive client conversion, retention, engagement, cross-sell and reactivation and increase the lifetime value of our players and their overall satisfaction.
Key responsibilities
- Create pre-automated campaigns across all critical stages of our players lifecycles, working with CRM executives and creative teams to deploy them
- Execute data analysis on campaign and KPI performance to identify optimizations required to increase campaign effectiveness and enhance ROI of bonus awarded across all channels, incl email, SMS, push, etc.
- Define and keep up to date the end-to-end mapping of our player journey stages across segments and products, analyzing data to identify the key journey triggers and inflection points that require us to adapt to
- Design and implement A/B tests, partnering with our CRM intelligence teams, to evaluate new mechanisms, methods and incentives to approach our players in their lifecycle
- Collaborate with creative and CRM operational teams to innovate the layout and design of the communications we send to our players – using lifecycle campaigns as a method to try new approaches
- Regularly update different stakeholders, such as regional CRM, CRM and Country leaders, on the latest performance and retrospective analysis to enable thought partnering, forward planning and executive decision making
- Translate player journey insights into innovative, data-driven strategies to enhance engagement, retention, and cross-sell opportunities across casino, sports betting, and other verticals
- Evaluate potential innovations in automated lifecycle campaigns using advanced tools such as AI-driven customer journey platforms and predictive analytics.
Specialist skill and experience
- Minimum 5 years' experience in a B2C industry designing and optimizing automated campaigns tailored to customer lifecycles
- Proven experience evaluating and analyzing incentive mechanisms (e.g., bonus, tokens) to trigger customer behaviors
- Knowledge of all key stages of B2C customer lifecycle to focus CRM on
- Hands-on experience with Optimove, ExactTarget, Salesforce or similar CRM tools
- Data analysis skills using data manipulation and BI software (SQL, PowerBI, Alteryx, Tableau, etc)
Preferred
- Experience in customer communication design and testing (i.e., email design, layouts, templates, etc.)
- In-depth knowledge of casino and sportsbook player behaviours, motivations, and retention drivers – either professionally or as a player yourself
Competencies / behaviours
- Customer-focused mindset, with a passion for delivering exceptional player experiences
Strong written and spoken English skills.
- Must be based in Toronto region and authorized to work in Canada with expectation of working in person in Toronto office 2-3 days per week (per local office guidelines)
Diversity and equal opportunities:
As a global employer, Entain is committed to providing a safe, fun, and inclusive culture where our people feel like they truly belong.
Where appropriate, we will make reasonable adjustments to ensure the application process and role is fair for all candidates.
We are a multicultural business that values, celebrates and respects individual differences, so whatever your sexuality, gender, gender identity, ability, age, race, religion or belief, you will have a voice here, and the space to do your best work.
Our diverse internal networks provide the support for you to express your views and make a positive difference.
#LI-Hybrid
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