Lifecycle CRM & Automation Specialist (SMS/WhatsApp)

Arena Racing Company; Doncaster; Hybrid; GBP 40,000 - 64,000; Full time

Job summary

Arena Racing Company is searching for a Lifecycle / Automation CRM Executive to own and scale automated customer journeys across our racecourses and venues. You will build journeys, activate first-party data for paid media and expand channels with SMS and WhatsApp while testing for revenue opportunities.

You will work in a hybrid arrangement with the marketing team, data and external partners to improve segmentation, reporting and CRM best practice in a fast-paced sports entertainment

Qualifications

• Proven experience in a CRM, lifecycle marketing or marketing automation role.
• Hands-on experience building automated journeys and segmentation within an ESP (Dotdigital experience strongly preferred).
• Experience with SMS marketing, or a similar real-time/triggered channel, is a strong plus.
• Understanding of first-party data activation for paid social and Google (e.g. Customer Match, lookalike audiences) is a plus.
• Experience planning and running A/B tests and conversion optimisation programmes.
• Confident working with Excel and campaign/performance reporting data.
• Strong attention to detail, good organisational skills and a process-driven approach.
• Comfortable owning a workstream independently and working cross-functionally with marketing, data and agency partners.

Responsibilities

• Build, own and scale automated lifecycle journeys across all racecourses and stadiums (welcome, post-event, re-engagement, lapsed, hospitality, membership and event-specific journeys).
• Build and manage automated upgrade journeys and unique promotional code distribution across fixtures, using new ticketing system capability.
• Develop and scale SMS and Whatsapp as marketing channels, including last-minute fixture reminders, hospitality alerts, promotional code distribution and abandoned booking recovery.
• Work with our media agency to automate the creation and distribution of first-party customer segments into Meta and Google, improving paid media efficiency through lookalike audiences.
• Own a structured A/B testing and conversion optimisation programme, covering subject lines, offers, creative, send-time and automation logic.
• Build advanced customer segmentation and personalisation using behavioural, transactional and ticketing data, working with the wider marketing team to align activity with campaign goals.
• Monitor and report on the performance of lifecycle, SMS and automation activity, using insight to continually optimise journeys and feed performance back to the wider team.
• Maintain CRM database integrity and ensure all CRM activity follows data protection and GDPR best practice.
• Stay up to date with CRM trends, identifying new opportunities for ARC to adopt.

Skills

CRM

Lifecycle marketing

Marketing automation

ESP (Dotdigital)

SMS marketing

First-party data

A/B testing

Excel

Data reporting

Tools

Dotdigital

Excel

Job description

Arena Racing Company is searching for a Lifecycle / Automation CRM Executive to own and scale automated customer journeys across our racecourses and venues. You will build journeys, activate first-party data for paid media and expand channels with SMS and WhatsApp while testing for revenue opportunities.

You will work in a hybrid arrangement with the marketing team, data and external partners to improve segmentation, reporting and CRM best practice in a fast-paced sports entertainment