Head of CRM

Betbubbles Published: December 25, 2017


 The Role:


Our client requires a proven CRM practitioner with demonstrable track record in shaping and delivering strategies to optimise customer loyalty and customer value.
Define and deliver the CRM strategy that increases customer value. Our customer database comprises over a million records and generated turnover of €1.15billion in 2009.
Key stages of development will include:
* Detailed evaluation of current CRM initiatives, including:
  • Comms programme
  • Customer value segmentation
  • Customer insight through primary and secondary sources
  • Deployment of new technology
  • Competitive analysis
* Developing strategy to take account of rapid business growth, with specific focus on
  • Propositions
  • Communication channels and platforms
  • Analytics including real-time segmentation and rules-based predictive modelling
* Delivering strategy with ongoing management and refinement
* Pipeline of strategic and tactical projects
* Future-proofing of CRM strategy through continual proactive evaluation of
  • Rapidly changing technological landscape
  • Shifting consumer adoption of digital media and transactional facilities
  • Competing activity in, amongst others, gambling, gaming, leisure, ecommerce media and finance categories
All of the above will happen in a dynamic, multi-stakeholder environment, so collaboration with several key stakeholders, including those listed below, is critical
* Operational management of Internet and Telephone businesses
* Internal suppliers/partners (IT, Risk management, Marcoms, Customer Service, Ecommerce, Finance)
* Board level management

Key Responsibilities


Success in this role will depend on improving the following metrics:
* Customer conversion funnel
* Churn
* Cross Sell to/from other businesses/channels
* Customer Profitability
* Reactivation

Candidate Profile:

Requirements / Skills

The right person for this role will have a proven track record in
* Best practise CRM delivery in a high-volume, high-tempo ecommerce business
* Recruiting and developing high-performance teams
* CRM infrastructure commissioning and project management
* Balancing CRM theory with pragmatic and commercially astute actions
* Innovating to drive commercial performance
* Driving step-change in a multi-stakeholder environment
* Contributing to a dynamic and progressive culture
* Using customer empathy and empirical analysis to improve strategic and tactical decision-making
* Managing multi-product, multi-territory portfolios
* Understanding and exploiting the synergy between strong brand values and effective CRM programmes

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