Reference
CRMMANMS
Type
Permanent
Location
London
Category
Marketing

Work Experience

A Luxury Goods Company – CRM Manager

September 2016 – To Date

  • First CRM Manager employed in the business & data protection officer ensuring GDPR compliance
  • Provision of marketing development strategy, segmentation, system support and development
  • Evaluating new CRM technologies to improve on current architecture in house and for a recently acquired subsidiary business units, including Salesforce Lightning as a replacement for legacy systems whilst meeting parent group standards
  • Managing external support and development agencies

 

Real Estate Investment Trust – CRM Manager

May 2016 – August 2016 – 3-month contract

  • Providing Responsys training, support and advice and general troubleshooting
  • Managing external agency in the delivery of new email content and consulting on new automated eCRM programs
  • Scoping out implementation of push messaging programs via Responsys
  • Delivering eCRM comms and advising on strategy for a confidential app testing program communication plan

 

Bambling Company – CRM Manager

October 2014 – April 2016

  • Joined Gaming Realms to devise, deliver and implement a cohesive CRM structure to nurture and develop casino customers, focusing on the proprietary software delivered brands, SpinGenie.com, PocketFruity.com, Slingo.com & BGTgames.com. I also managed CRM comms for the TotalGold.com (SilverPop)
  • Hired, managed and developed a team of three CRM Executives, delivering retention, reactivation, conversion and VIP comms across email (Pure360), SMS (Fonix), inbox (Proprietary) & social media (Facebook & Twitter)
  • Responsible for managing monthly bonus costs for CRM activity
  • Identified new communication methods for customers, including app push notifications and in browser notifications
  • Helped developed Spin Genie from a £80k (NGR) per month brand to one that achieved £796k (NGR)
  • Achieved monthly 1-2 retention rate of 54%, 1-3 rate of 37%, 1-4 rate of 34% on SpinGenie.com
  • Worked closely with the Dev team to refine back office system functionality improving reporting and integrating new functionality into commercial marketing campaigns
  • Modelled reporting on the VIP scheme to monitor its effectiveness and help identify trends/unusual behaviours or patterns in the weekly crediting

 

Betting App – Campaign Manager

October 2013 – September 2014

  • Focused primarily on retention marketing campaigns, delivered by email (Responsys), SMS (Dynmark), and telemarketing
  • Involved in all aspects of campaign delivery from monthly campaign planning, audience segmentation, creative briefing, copywriting, pre and post-campaign analysis
  • Introduced Google Analytics tracking to all outbound retention campaigns, implemented control groups and worked on devising a calculation to ensure that bonus abusing customers were removed from standard comms and targeted as a unique customer segment
  • Replaced and expanded standard welcome journey emails, also built custom welcome journeys based upon acquisition channel to drive week 1-2 retention and ensure maximum player lifetime value from cohorts
  • Created automated lapsed program targeting customers with a positive balance, a new VIP program and worked on other programs such as targeting customers with a declining deposit ratio, customers whose active days were dropping and a fully automated KYC journey
  • Drove month 1-2 retention from 23% to a high of 33%, 1-3 retention to 25% from 16% and 1-4 retention to 20% from 11%
  • Achieved record numbers of unique depositing customers, 2123 in May 2014 up from 645 in November 2013
  • Scripted and segmented data for targeted telemarketing campaigns to reactivate key cohorts of customers

 

Multinational Payments Company – VIP Marketing Manager

October 2012 – October 2013

  • Oversaw the launch of new VIP program and upgraded a legacy loyalty program, implementing new structure that increased program ROI by 10% and reduced costs by 47%
  • Devised and launched a reactivation campaign that generated 94% ROI delivered via email (SilverPop)
  • Managed SEO/PPC agency relationship, SEO traffic uplift (unique visitors) 17%, PPC uplift of 54% in impressions & triple figure increase in revenue from PPC acquisitions. Better targeted PPC activity led to a CPA of $4.41 per depositing customer
  • Planned and organised an event attended by 30 UK VIP customers and their guests at Ascot

 

Gambling Software Company – CRM Executive

July 2012 – October 2012

  • Devised, implemented and executed retention & reactivation email campaigns
  • Managed and segmented three separate third party databases, Sun Bingo, Heart Bingo & Caesars Entertainment Corp
  • Worked with design, copywriting, product managers and customer service teams to ensure campaigns met all KPI’s
  • Used Cognos & Excel for data segmentation and Algerian for campaign execution. Used Dreamweaver to edit HTML.

 

Gambling Website – Sports Player Marketing Manager

October 2011 – April 2012

  • Developed a new program of communications to reactivate lapsed casino customers, based upon their previous value segment, targeting them with tailored bonuses to maximise reactivation rates
  • Worked closely with Business Managers, Global Casino & Sportsbook Managers and Business Intelligence to create
  • targeted email campaigns using existing customer segments and identifying new customer areas to target including a program of communication for new registrations to increase first deposit rate
  • Liaised with the creative team and managed external suppliers to ensure timely delivery of on-brand collateral
  • Wrote all copy for all campaigns working across Poker, Casino and Sports for three regional websites .ca, .eu & .co.uk
  • Worked with the Business Managers and the Business Intelligence team to create standardised reporting to facilitate greater post-campaign analysis
  • Reported business and marketing teams the success rates of all campaigns, provided YOY analysis where appropriate & formulated companywide campaign KPI’s with a standardised reporting structure
  • Targeted Bodog UK Racebook customers to grow market revenue and within 3 months Racebook revenue overtook football revenue. Tripled US Masters revenue with a progressive series of emails targeting golf customers

 

Sports Betting Company – CRM Executive

April 2010 – October 2011

  • Ensured timely delivery of CRM Email & SMS campaigns across a wide range of products through 18 different countries using software such as Eloqua, Salesforce, Dialogue (SMS) and Webtrends
  • Worked with Business Intelligence team to devise new customer segments
  • Piloted an account management scheme allowing direct engagement with business managers across Europe which directly led to country specific campaigns to better engage customers at a localised level
  • Analysed existing customer data to determine opportunities to engage active, lapsed and cross-sell existing customers to other sports or products
  • Planned cohesive, automated campaigns to ensure customers are actively engaged but not over-mailed
  • Implemented a range of different testing to ensure maximum campaign effectiveness, including split copy testing, time of day testing, even integrating testing into automated programs
  • Provided post-campaign reporting and analysis with recommendations for campaign optimisation in the future

 

Wolters Kluwer Health – Ovid Technologies – Customer Service Coordinator 

November 2009 – March 2010 – Temporary contract

 

ComputerWeekly.com, ElectronicsWeekly.com & Microscope.co.uk – Campaign Manager

November 2007 – October 2009

  • Ran lead-generation campaigns on ComputerWeekly.com & ElectronicsWeekly.com. Planning and implementing campaigns, writing copy and related articles & working directly with clients to optimise creative for maximum impact and to ensure lead targets are not only hit, but run as cost effectively as possible
  • Initiated use of a wide range of social media for lead-generation projects in addition to traditional delivery methods
  • Actively managed all project stakeholders from sales staff and clients to design agencies, telemarketing agencies
  • Provided a comprehensive reporting program, ensuring clients were updated regularly with the information that they needed
  • Managed the email schedule for three market leading websites, managing all copy, scheduling production resources,
  • optimising and advising on creative, ensuring proofs are sent and received on time & post campaign analysis reporting

 

Computer Weekly & ComputerWeekly.com – Agency/International Services & Print Project Manager 

May 2004 – October 2007

  • Managed special print projects. This involves working directly with clients, sales staff, editorial and production staff to ensure the final product was as expected and delivered in a timely manner
  • Grew the role to incorporate the online side of the brand, working as a brand champion for Computer Weekly. Delivered competitive analysis reporting across print & online which was directly delivered to the Board by the Group Head of Sales
  • Ran operations of the printed title, preparing flat plan, liaising with sales staff and editorial teams. Working closely with the typography company, chasing copy, booking inserts and working with the printers directly to ensure weekly schedule was
  • always met. Implemented new working processes and reporting functions after identifying areas of improvement

 

Skills

  • Multiple ESP experience, multi-channel marketing including Email, SMS, App Push and In-Browser notifications.
  • End-to-End CRM Management – Pre-campaign analysis, Segmentation, Executing Campaigns and Post-Campaign Analysis
  • Stategy and Planning – Improving back-end system functionality and reporting processes

Education

BSc Hons Business Information Systems Management (2:2) – Bournemouth University

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