Senior Manager, CRM Marketing
The Senior Manager of CRM Marketing at Aristocrat is responsible for building and implementing data-driven strategies that improve player retention, acquisition, and lifetime value. This role focuses on enhancing the customer journey through player segmentation and personalised promotions.
Working closely with teams from Marketing, Product, Business Analytics, and Technology, the manager will develop player experiences and notably increase conversion and retention. The position requires a strategic approach to customer lifecycle management and the ability to lead a team of CRM and marketing specialists, encouraging a culture of innovation and data-driven decision-making.
- Develop and implement a comprehensive Customer Life Cycle Management (CLCM) strategy to drive player retention, engagement, and dedication.
- Leverage real-time CRM capabilities to build personalised, automated, and data-driven customer journeys.
- Define and optimise segmentation models to enhance targeting and improve engagement rates.
- Align CLCM strategies with business objectives to improve Customer Lifetime Value (LTV) and reduce churn.
- Build and optimise real-time, event-driven CRM campaigns that react to player behaviour instantly.
- Apply recommendations and personalisation techniques driven by AI to deliver hyper-targeted promotions.
- Partner with Product and Tech teams to integrate CRM solutions with real-time player data feeds.
- Develop and track important metrics such as FD conversion rates, CPAs, CPCs.
- Make independent decisions to improve GP value across multiple digital marketing channels.
- Conduct A/B testing and multivariate analysis to optimise engagement and campaign efficiency.
- Implement a robust player segmentation framework to personalise experiences based on user behaviour, preferences, and transaction history.
- Build and optimise targeted promotions that drive engagement while maintaining commercial efficiency.
- Ensure promotional activities align with regulatory guidelines and responsible gaming procedures.
- Work closely with the Product, Marketing, Data Science, and Managed Services teams to ensure a seamless customer experience.
- Lead a team of CRM and marketing specialists, encouraging a culture of innovation and data-driven decision-making.
- Present insights, performance reports, and strategic recommendations to external and internal collaborators.
- More than 7 years of experience in CRM, Retention Marketing, or Customer Life Cycle Management within regulated iGaming and sports betting markets (required).
- Comprehensive knowledge of Digital Marketing, Real-time CRM tools, personalisation engines, and automation technologies (required).
- Strong analytical abilities, with the capacity to interpret complex data and convert it into actionable strategies (required).
- Proven track record in player segmentation, lifecycle marketing, and retention optimisation (required).
- Experience with A/B testing, predictive analytics, and engagement strategies powered by artificial intelligence (required).
- Strong leadership skills, with the ability to lead cross-functional teams and influence senior collaborators (required).
- Knowledge of regulatory standards in gaming and responsible gaming initiatives (nice-to-have).
- Competitive salary range of $105,000 - $195,000 per year.
- Comprehensive health, dental, and vision insurance.
- Paid time off.
- 401(k) plan with employer matching.
Aristocrat Leisure Limited is an Australian gaming and technology company and one of the world's largest providers of gambling products. Listed on the Australian Securities Exchange and headquartered in Sydney, it designs and manufactures electronic gaming machines and casino-management systems, and runs sizeable online real-money gaming (Aristocrat Interactive) and mobile games (Pixel United) businesses. Founded in 1953, the group employs more than 7,000 people across over 20 locations worldwide. It is the largest gaming-machine manufacturer in Australia and among the biggest slot-machine makers globally.