CRM Specialist: Loyalty

Sun International; Sandton; On-site; ZAR 600,000 - 900,000; Full time

Job summary

SunBet is seeking a CRM Specialist: Loyalty to own the end-to-end management and optimisation of the MVG loyalty programme across online gaming and sports betting. You will drive engagement, retention and lifetime value through loyalty mechanics, data-driven segmentation and multichannel communications.

Reporting to the CRM & Loyalty Team, you will analyse performance, implement testing, and ensure compliance with regulatory requirements while delivering customer-centric, adaptable solutions.

Qualifications

• 3-5 years' experience in CRM loyalty and digital marketing.
• Experience administering loyalty programmes including accrual, tiering and redemption.
• Exposure to online gaming and sports betting environments.
• Experience managing or supporting CRM/loyalty platforms.
• Experience building multi-channel customer communications and personalisation.
• Experience using customer data and segmentation to tailor messages.

Responsibilities

• Oversee end-to-end management and optimisation of SunBet's MVG loyalty programme.
• Manage loyalty mechanics: accrual, tier structures, benefits and rewards.
• Leverage CRM technology, player data and multi-channel communications to drive engagement and retention.
• Analyse loyalty performance and segment audiences to improve lifetime value.
• Ensure compliance with regulatory and commercial requirements.

Skills

Customer Centricity

Problem-Solving

Teamwork

Adaptability

Lifelong Learning

Education

Bachelor's Degree / Advanced Diploma in Marketing, Business or Data Analytics

GAIQ Certification

Marketing Automation Certification

CAPM Certification

Tools

SQL

Excel

BI Tools

CRM Platforms

PAM Systems

Job description

The CRM Specialist: Loyalty is responsible for the end-to-end operational management and optimisation of SunBet's MVG loyalty programme, ensuring an engaging and rewarding experience for players across the online gaming and sports betting environment. The role manages loyalty programme mechanics including points accrual, tier structures, benefits and rewards, while using CRM technology, player data and multi-channel communications to drive engagement, retention and lifetime value. The specialist will also analyse loyalty performance, segment player audiences, optimise communications through testing and ensure the programme operates accurately and in line with commercial and regulatory requirements.

Core behavioural & Technical / proficiency competencies:

Behavioural:

• Continuous Improvement
• Integrity
• Teamwork
• Collaboration
• Transparency
• Adaptability
• Problem-Solving
• Customer Centricity
• Lifelong Learning
• Respect for Diversity

Technical:

• Loyalty Programme & Rewards Management
• CRM & Loyalty Platform Management
• Loyalty Accrual & Tier Management
• XtremePush or Comparable Multi-channel CRM Platforms
• Player Account Management (PAM) Systems
• Bonus & Reward Structuring
• Customer Segmentation & Personalisation
• Data Analysis - SQL, Excel & BI Tools
• Email, SMS & Push Marketing
• A/B Testing & Experimentation
• Loyalty Performance & Retention Analytics
• Multi-channel Campaign Deployment
• Marketing Automation
• Project Management
• Customer Relationship Management
• Digital & AI-enabled Marketing Tools
• Gaming Regulatory & Data Compliance

Requirements

Qualifications:

• Relevant Bachelor's Degree / Advanced Diploma (NQF 7) in Marketing, Business, Data Analytics or a related field [Required]
• Certification in Marketing Automation or Digital Marketing [Required]
• Google Analytics Individual Qualification (GAIQ) [Required]
• Project Management certification, e.g. CAPM [Required]

Experience:

• 3-5 years' experience in CRM loyalty and digital marketing
• Experience in loyalty programme administration, including accrual, tiering and redemption
• Exposure to online gaming and sports betting environments
• Experience managing or supporting CRM/loyalty platforms
• Experience building and deploying multi-channel customer communications
• Experience using customer data and segmentation to personalise communications
• Experience monitoring loyalty performance, including redemption, retention and tier movement

SunBet is committed to employment equity and encourages applications from suitably qualified candidates. Only shortlisted candidates will be contacted.

If you have not heard from us within 14 days of the closing date, please consider your application unsuccessful. #ZT