OVERVIEW OF POSITION:
The Customer Relationship Management (CRM) Manager is responsible for leading the development and execution of customer relationship management strategies across all the EGaming Clubs. This role oversees CRM operations, customer analytics, loyalty programs, and engagement initiatives, ensuring that business decisions are supported by accurate data insights and customer intelligence.
The CRM Manager plays a key role in identifying player behavior trends, optimizing customer lifecycle management, and enhancing personalized player experiences through targeted campaigns and strategic initiatives. Working closely with
Business Development, MarCom, Rewards Club, IT, Finance, and Operations teams, the position ensures the effective utilization of CRM systems, customer data, and performance metrics to achieve business objectives.
Duties may include but not limited to:
Develop and execute the overall CRM strategy to drive player acquisition, retention, loyalty, and revenue growth across all gaming segments.
Lead and manage the CRM team, providing coaching, performance management, and professional development opportunities.
Establish CRM objectives, KPIs, and performance standards aligned with the company's business goals.
Design and oversee player lifecycle programs, including onboarding, activation, retention, reactivation, VIP engagement, and churn prevention initiatives.
Monitor and evaluate the effectiveness of CRM campaigns, recommending improvements to maximize return on investment and player engagement.
Develop player segmentation strategies based on value, behavior, preferences, and profitability to enhance personalized communications and offers.
Partner with Business Development, Marketing, Rewards Club, Operations, and IT teams to create integrated customer engagement strategies.
Analyze customer lifetime value, retention rates, churn trends, and revenue performance to identify growth opportunities.
Lead the planning and execution of loyalty program enhancements, ensuring competitiveness and alignment with customer expectations.
Oversee CRM system optimization, ensuring data integrity, automation efficiency, and effective utilization of CRM technologies.
Identify opportunities to automate CRM processes, reporting, and customer journeys to improve operational efficiency.
Provide strategic recommendations to senior management based on customer insights, market trends, and business performance analysis.
Establish governance standards for customer data management, ensuring compliance with company policies and applicable regulations.
Drive VIP player development strategies, including personalized engagement plans, exclusive events, and relationship-building initiatives.
Work closely with Finance to evaluate promotional costs, campaign profitability, and player reinvestment strategies.
Monitor competitor activities, industry trends, and emerging CRM best practices to continuously improve customer engagement programs.
Lead CRM-related projects, system upgrades, and cross-functional initiatives from planning through implementation.
Prepare and present CRM performance reviews, customer insights, and strategic recommendations to senior leadership.
Manage CRM budgets and resource allocation to ensure effective execution of customer engagement initiatives.
Ensure all CRM activities comply with regulatory requirements, responsible gaming guidelines, and internal controls.
Act as the key stakeholder and subject matter expert for all customer relationship management initiatives within the organization.
Collect, clean, and validate player data across platforms for reporting and analysis.
Generate and distribute daily, weekly, and monthly reports related to player performance, campaign results, and service KPIs.
Identify trends in player behavior, including segmentation, frequency, and preferences.
Collaborate with Business Development, Rewards Club, MarCom, Finance, and IT teams to align on data sources and performance metrics.
Develop dashboards and visual reports to support strategic planning.
Track player visits frequency, turnover, and W/L performance across tiers.
Follow up with teams regarding inactive players, birthdays, and special engagement triggers.
Prepare guest data for personalized campaign follow-up.
Perform data checks for loyalty program eligibility (Up/Down grade status).
Assist in CMS data structuring and system accuracy (in collaboration with IT).
Analyze and interpret feedback from player surveys and report to relevant teams.
Work with marketing and design teams to provide performance data to guide promotions.
Maintain and update player databases ensuring data quality and completeness.
Support tournament and event planning by analyzing historical participation and preferences.
Collaborate with Marketing Admin to ensure performance tracking of Business Development invitations and campaign outreach.
Prepare materials, data insights, and documentation for executive reporting and strategic reviews.
Perform any other duties and responsibilities as assigned by management.