CRM Lifecycle Manager at bet365

At bet365, we're one of the world's leading online gambling companies, revolutionising the industry since 2000. Founded by Denise Coates CBE, we now employ over 9,000 people and serve over 100 million customers in 27 languages. Our focus on In-Play betting has solidified our market-leading position, offering an unmatched experience across 96 sports and 700,000 streaming events. With over 750 concurrent sporting fixtures at peak and more live sports streamed than anyone else in Europe, we handle over 6 billion HTTP requests daily and process more than 2 million bets per hour at peak.

We empower our employees to push boundaries and explore new ideas, cultivating a culture that celebrates and rewards creativity. This offers employees a wealth of opportunities for growth, giving them the opportunity to make a real impact in the world of online gambling. As a forward-thinking company, we’re breaking new ground in software innovation too, redefining what’s possible for our customers worldwide.

Job Description

As a CRM Lifecycle Manager, you will be responsible for developing and implementing global CRM strategies to drive customer conversion and retention across all territories, with a primary focus on optimising the onboarding experience and Open Account Offers to maximise conversion rates.

We are keen to welcome candidates for the role of CRM Lifecycle Manager within the CRM team based in Malta. You will create personalised and engaging experiences that improve new customer retention and enhance customer lifetime value. Working closely with CRM Country Leads, you will ensure that the specific needs of each territory are met and that any gaps in the customer journey are identified and addressed, ultimately contributing to increased customer conversion.

You will work independently but have a team player attitude and demonstrate a flexible and adaptable work style that responds quickly and efficiently under pressure.

You will be a self-starter who is comfortable with developing tailor-made customers’ journeys and learning complex systems. The CRM Lifecycle Manager will be required to leverage CRM for full-funnel activations, optimising conversion journeys, cultivating customer’s engagement, and then re-engaging and reducing churn.

Qualifications

Extensive proven experience in a CRM lifecycle management role, with a strong focus on customer conversion and early-life engagement.
Deep understanding of CRM principles and best practices.
Experience working with Customer Data Platforms (CDPs) and leveraging customer data to drive personalised experiences. Optimove experience is advantageous.
Strong analytical skills and the ability to interpret data to identify trends and opportunities.
Experience with A/B testing and other optimisation techniques.
Excellent communication and interpersonal skills.
Ability to work independently and as part of a team.
Strong project management skills.
Experience working in a multi-territory environment is highly desirable.
Knowledge of the online gambling industry is a plus.

Additional Information

Developing and implementing comprehensive CRM lifecycle strategies aligned with business objectives, with a strong emphasis on customer conversion and early-life engagement.
Designing and optimising onboarding journeys to ensure a seamless and engaging experience for new customers, driving activation and early life retention.
Managing lifecycle campaign touchpoints, collaborating with Operational teams to ensure any changes to customer verification requirements and deposit methods are reflected in the onboarding experience.
Introducing automated CRM workflows, including initiatives that leverage real-time data, to streamline processes and improve efficiency.
Implementing advanced personalisation and localisation strategies to deliver relevant and timely content to customers based on their individual needs, preferences, and territory requirements.
Contributing to the implementation of new solutions and improvements to Open Account Offers across all territories and products, including those which aim to promote cross-sell.
Collaborating with the Product, Martech and Content teams to establish customer lifecycle plans and roadmaps, prioritising campaigns from a customer perspective and ensuring that the communication strategy delivers on objectives.
Ensuring that all CRM Lifecycle activities comply with relevant territory regulations, advertising and compliance frameworks.
Collaborating with the Martech and Data teams to optimise the performance of our CRM lifecycle activities, including A/B testing of campaigns, onboarding flows, and other customer touchpoints.
Analysing customer data to identify trends, patterns, and opportunities for improvement across the customer lifecycle while creating and presenting regular reports on key CRM metrics, including conversion rates, retention rates, and customer lifetime value.

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At bet365, we're committed to creating an environment where everyone feels welcome, respected and valued. Where all individuals can grow and develop, regardless of their background. We're Never Ordinary, and we're always striving to be better. If you need any adjustments or accommodations to the recruitment process, at either application or interview, please don’t hesitate to reach out.