CRM Manager

The Good Human (Pty)Ltd; Sandton; On-site; ZAR 600,000 - 800,000; Full time

Job summary

The Good Human (Pty)Ltd in Sandton, Gauteng, is seeking a CRM Manager to develop and execute customer relationship management strategies. The ideal candidate will lead initiatives aimed at maximizing customer engagement, retention, and lifetime value while collaborating closely with marketing and product teams.

This role involves analyzing customer data, managing multi-channel CRM campaigns, and ensuring compliance with data protection regulations.

Responsibilities

• Develop and execute the CRM strategy to maximize customer engagement, retention, and lifetime value.
• Collaborate with the marketing team to align CRM initiatives with the overall brand strategy.
• Manage and optimize the use of data to track player interactions and preferences.

Job description

Key Responsibilities

• Develop and execute the CRM strategy to maximize customer engagement, retention, and lifetime value.
• Collaborate with the marketing team to align CRM initiatives with the overall brand strategy and marketing calendar.
• Work closely with the product and customer support teams to align retention and engagement strategies with overall business goals.
• Design and manage customer segmentation strategies to deliver tailored campaigns to distinct player segments.
• Develop personalized journeys for key customer groups, such as new, active, dormant, and VIP customers.
• Analyse data to segment players and tailor retention strategies based on regionalisation + player preferences like game type and deposit methods.
• Manage and optimise the use of data in Solitics to track player interactions, preferences, and behaviour.
• Create, manage, and optimize multi-channel CRM campaigns, including email, SMS, in-app messaging, push notifications & gamification strategies.
• Manage the end-to-end campaign lifecycle, including planning, execution, monitoring, and post-campaign analysis.
• Create personalized and engaging content that aligns with player segments, value and preferences.
• Plan, manage and deliver multi-channel campaigns which will increase the time a player spends engaging with the product.
• Design and implement retention and reactivation programs that drive player engagement and prevent churn.
• Develop automated lifecycle programs, including onboarding, deposit reactivation, and win-back campaigns.
• Develop and implement gamification strategies to enhance engagement and player loyalty, including missions, challenges, and reward systems.
• Monitor and analyze the effectiveness of gamified elements to ensure they are meeting engagement and retention targets.
• Analyze CRM data to understand customer behavior and identify trends, insights, and opportunities for optimization.
• Produce regular performance reports, tracking key metrics such as conversion rates, customer lifetime value, churn rates, and ROI on CRM activities.
• Implement A/B tests to optimize campaigns and increase the effectiveness of CRM efforts.
• Continuously refine strategies based on test results and customer insights.
• Collaborate with the operations team to leverage insights for more effective segmentation and targeting.
• Collaborate with the Product and GSP departments to ensure that the player's user experience across all touchpoints is seamless and optimal.
• Ensure that all CRM activities comply with data protection regulations and industry standards, particularly around player safety, FICA and responsible gaming.
• Create high-level, visually compelling graphic assets for CRM campaigns, including email banners, promotional visuals, and mission-based graphics.
• Mentor and manage the Playa Bets designers.