CRM Campaign Executive - Automations & Transactional

Allwyn UK; Hemel Hempstead; On-site; GBP 30,000 - 48,000; Full time

Benefits offered by this job

Company Bonus Scheme

Matched pension contributions up to 8.

26 days annual leave + 2 Life Days

Private Health Cover

Excellent wellbeing and benefits

Job summary

Allwyn UK is seeking a CRM Marketing Analyst to develop, execute and optimise outbound CRM campaigns across email, push, in-app and on-site channels. You’ll work with the Campaign Manager to shape game-specific CRM strategies and ensure compliant, high-performing activity aligned with protection standards.

You will analyse data to inform briefs, coordinate weekly/quarterly plans and support KPI tracking. A regulated industry background is preferred but not essential.

Qualifications

• Minimum of 2 years' experience delivering CRM or retention marketing campaigns.
• Experience delivering multi-channel CRM campaigns including email, app and SMS.
• Experience briefing, planning and optimizing campaign activity.
• Proficient use of Excel and PowerPoint to report on performance.
• Strong campaign management skills and ability to manage multiple initiatives.
• Excellent communication, presentation and stakeholder-management skills.
• Experience working with agencies and creative teams.
• Experience in a regulated industry is preferred but not essential.
• Proactive, optimization-focused mindset with attention to detail.

Responsibilities

• Support the delivery of multi-channel CRM campaign activity.
• Work with Campaign Manager to develop and optimize player communication plans.
• Assist with planning and coordination of weekly and quarterly campaign activity.
• Support the use of incentives and promotional mechanics to increase engagement and value.
• Use player data and insight to inform briefs, plans and optimization activity.
• Collaborate with Data teams to support KPI tracking and reporting.
• Contribute to test-and-learn activities to improve performance.
• Support consumer plans around key moments and game events via CRM.
• Ensure campaigns comply with GDPR and participant protection standards.
• Monitor and report on CRM KPI performance (activation, retention, reactivation).
• Provide support on ad-hoc projects across CRM.

Skills

CRM campaigns

Multi-channel CRM

Campaign planning

Excel reporting

PowerPoint reporting

Campaign management

Stakeholder management

Agency collaboration

Regulated industry

Optimization mindset

Tools

Excel

PowerPoint

Job description

At the heart of everything we do is our vision to change lives every day, and our mission to grow The National Lottery responsibly and champion its impact.

We are Allwyn UK, part of the Allwyn Entertainment Group – a multi-national lottery operator with a market-leading presence across the USA (Michigan and Illinois) and Europe, including Czech Republic, Austria, Greece, Cyprus and Italy.

While the main contribution of The National Lottery to society is through the funds to good causes, at Allwyn we put our purpose and values at the heart of everything we do. Join us as we embark on a once-in-a-lifetime, largescale transformation journey by creating a National Lottery that delivers more money to good causes.

We’ll talk a bit more about us further down the page, but for now – let’s talk about the role and who we’re looking for…

A bit about the role…

This role is focused on developing, executing and optimising outbound CRM campaigns across email, push, in-app and on-site channels to drive growth for The National Lottery. Working closely with the Campaign Manager, the role helps shape game-specific CRM strategies, supports continuous optimisation of campaign activity, and identifies new opportunities to maximise value across the portfolio of games. It also ensures all campaigns are delivered compliantly and in line with participant protection frameworks, helping to maximise returns to good causes.

What you’ll be doing…

• Support the delivery of multi-channel CRM campaign activity
• Work with the Campaign Manager to help develop and optimise player communication plans
• Assist with the planning and coordination of weekly and quarterly campaign activity
• Support the use of incentives and promotional mechanics to increase player engagement and value
• Use player data and insight to help inform briefs, plans and optimisation activity
• Collaborate with Data teams to support KPI tracking and campaign performance reporting
• Contribute to test-and-learn activity to help improve campaign performance
• Support consumer plans, key moments and game events through CRM activity
• Ensure campaign activity complies with GDPR, communication regulations and participant protection standards
• Monitor and report on performance against key CRM KPIs, including activation, retention and reactivation
• Provide support on ad-hoc projects across the CRM function as required

What experience we’re looking for…

• Minimum of 2 years' experience of delivering CRM or retention marketing campaigns
• Good knowledge of delivering multi-channel CRM campaigns including email, app and SMS
• Experience of briefing, planning and optimising campaign activity
• Good experience of using Excel and PowerPoint to report on campaign performance
• Strong campaign management skills and ability to manage multiple initiatives
• Strong communication, presentation and stakeholder-management skills
• Experience working with agencies and creative teams
• Experience of working within a regulated industry would be preferred but not essential
• A proactive, optimisation-focused mindset with attention to detail

Key Measures of Success:

• Achievement of agreed commercial, engagement, activation and retention KPIs
• Successful delivery and optimisation of CRM campaign
• Demonstrable impact from test-and-learn and optimisation initiatives

About us

At Allwyn, we are dedicated to changing lives and growing the National Lottery responsibly, championing its positive impact on people, places, and the planet.

• Innovation - We pride ourselves on it! We’re constantly looking for new ways to excite our customers, bringing new products to market to enjoy which is all supported by our responsible play values and making them accessible to all.

• Giving back – Did you know that playing the lottery generates around £30m a week for charities and good causes in the UK? Our aim is to have doubled this number by the end of the first 10-year license.

• Sustainability – Our aim is to become a net zero national lottery. We have 2030 targets to decarbonise our operations and energy. We’ve already transitioned to renewable energy providers, made our London and Watford offices zero gas, and ensured our fleet consists of low-emission vehicles. In addition, we’re working with our value chain partners to develop a net zero target date.

• Empowering every voice – We believe in creating a culture where everyone feels they belong, can be themselves, has access to opportunities and can thrive for the benefit of good causes. Our diverse teams are working hard to make all parts of The National Lottery inclusive – whether people play a game in a store or online, because when everyone can play, everyone wins..

An inclusive reward offering with wellbeing at the centre

At Allwyn, inclusion is built into how we care for our people. Our benefits and policies support colleagues and their families at every stage of life and career. By prioritising wellbeing and belonging, we create a workplace where everyone feels valued, rewarded, and empowered to succeed. Our people are more than colleagues - they’re winners, driving positive change and making a real difference in communities.

Benefits

• Company Bonus Scheme

• Matched pension contributions up to 8.5%

• 26 days annual leave + 2 Life Days (and bank holidays)

• Single Private Health Cover

• Complimentary Private Medical

• Income Protection

• Flexible Benefits – EV Scheme, Money Coach, Will Writing, Mortgage Advice, Dental and Eye Care Schemes.

• Enhanced Family Leave (Maternity, Paternity, Adoption)

• Wellness Allowance £500

• Employee Assistance Programme

• Discounted Health Assessments

• Volunteering Days

• Matched Funding

We are a Disability Confident Leader which means we’ve taken proactive steps to ensure our workplace is accessible and inclusive for disabled and neurodivergent colleagues and candidates. As part of this we offer an interview to disabled applicants who meet the essential requirements of the job.

If you need any assistance or adjustments to this job description or in the application process, please contact a member of the talent team at [e-mail] and we’ll be happy to help.