Head Of Digital

The Head of Digital role will utilise in-depth data analysis from various digital platforms to design and implement effective campaigns, focusing on both retaining existing customers and attracting new ones.

These platforms include SMS campaigns, Facebook, X, TikTok, Google and affiliate programs.

This role not only aims to enhance customer experiences but also ensures higher standards by optimising customer lifetime value, enhancing retention, and driving new customer acquisition through strategic CRM initiatives.

The role also involves guiding the performance of Digital and CRM channels, overseeing operational governance, and upholding service excellence.

A significant part of the position is dedicated to developing and nurturing strategic VIP relationships, along with seamlessly integrating CRM projects into broader business operations.

Job Scope

1. Segmentation and Personalisation: Develop sophisticated segmentation of our customer base, identifying distinct behaviours, preferences, and betting patterns. Use these insights to craft personalized messaging and offers that resonate with each segment.
2. Lifecycle Journey Optimization: Streamline and enhance the customer journey, focusing on key transition points such as account creation, KYC verification, initial and subsequent financial transactions, and repeat interaction. Identify strategic touchpoints that encourage a smooth transition to the next stage and reduce friction.
3. Conversion and Retention Campaigns: Design and implement innovative Digital campaigns aimed at improving conversion rates from registration to active interaction. Develop retention strategies and loyalty programs that incentivise continuous engagement and foster a deep sense of brand loyalty.
4. Loyalty Strategy and Program Development: Architect and manage a loyalty program that rewards consistent play and brand advocacy. Create tiered reward systems, exclusive offers, and special events to elevate the customer experience and foster long-term relationships.
5. Data-Driven Insights and Strategy: Analyse extensive customer data to identify trends, preferences, and areas of opportunity. Translate these insights into actionable CRM initiatives that directly contribute to an increased lifetime value and customer satisfaction.
6. CRM Campaign Management: Execute multi-faceted CRM campaigns with precision, leveraging data to ensure relevance and impact. Adjust strategies in response to campaign performance data, ensuring the highest levels of customer engagement and ROI.
7. Testing and Performance Analysis: Implement a rigorous testing framework for all CRM activities, from email subject lines to campaign offers. Use performance metrics to refine approaches, focusing on increasing open rates, conversion rates, and overall customer retention.
8. CRM Technology Proficiency: Manage and optimize the CRM tech stack, ensuring it's fully utilized for effective, real-time customer communication and journey mapping.
9. Data Enrichment Initiatives: Utilize surveys and feedback tools to enrich customer profiles and preferences, informing segmentation, personalization, and journey enhancement efforts.
10. Compliance and Ethical Marketing: Ensure all CRM activities are compliant with gambling regulations, promoting responsible gaming while also driving strategic objectives.
11. Team Leadership: Guide the Digital team, fostering a culture of innovation, analytical thinking, and continuous improvement within the fast-paced fintech or online gaming industry.

Education

3-year Marketing Degree or Equivalent

Experience

1. 8-10 years' experience working with Digital, CRM tools and CRM campaigns
2. Managing VIP clients within the online gaming or fintech industry
3. Demonstrable success in Digital, CRM, particularly within the online gaming or betting sector.
4. Expertise in developing and executing segmented and personalized marketing strategies.
5. Skilled in designing and managing loyalty programs that drive customer retention and lifetime value.
6. Proficiency in CRM and analytics platforms, with a knack for leveraging technology in creating data-driven customer journeys.
7. Strategic and analytical mindset, with the ability to distil complex data into clear, actionable insights.
8. Strong project management skills, capable of leading initiatives in a regulated, competitive landscape.

Seniority level

Executive

Employment type

Full-time

Job function

Marketing and Sales

Industries

IT Services and IT Consulting