CRM Executive
Betfred is looking for a CRM Executive to plan, execute, and optimise CRM campaigns, customer journeys, and lifecycle programmes across the customer lifecycle. The role focuses on using customer insight, segmentation, and testing to deliver personalised experiences that drive engagement, retention, customer value, and commercial performance.
Working closely with Lifecycle Managers and cross-functional teams, the CRM Executive will identify opportunities to improve customer outcomes through data-led optimisation, automation, and continuous improvement.
- Create and execute marketing plans aligned to key sporting events, player activity triggers, and seasonal opportunities.
- Build, execute, and optimise CRM campaigns and customer journeys across multiple lifecycle stages.
- Configure behavioural triggers, audience rules, personalisation, and automation workflows.
- Ensure campaigns are delivered accurately, on time, and in line with agreed priorities.
- Support the delivery of event-led, behavioural, and promotional campaigns.
- Monitor customer journeys and identify opportunities to improve customer experience and commercial performance.
- Manage and evolve the execution of lifecycle programmes designed to increase engagement, retention, reactivation, and customer value.
- Apply promotional budgets effectively, ensuring campaigns deliver value and meet performance targets.
- Use customer insight and behavioural data to identify opportunities for upsell, cross-sell, and loyalty engagement.
- Support lifecycle planning and provide optimisation recommendations.
- Optimise and evolve lifecycle journeys and customer contact strategies across products and customer segments.
- Prepare campaigns for deployment by validating audiences, assets, personalisation, promotional fulfilment, approvals, and campaign logic before launch.
- Support product-specific CRM activity across the wider product portfolio.
- Help maintain campaign calendars and workflow plans.
- Build and validate campaign audiences using agreed segmentation frameworks.
- Apply behavioural targeting, eligibility criteria, and suppression rules.
- Monitor campaign effectiveness against agreed KPIs.
- Support A/B and multivariate testing programmes.
- Identify opportunities to improve campaign performance through audience, offer, content, timing, and channel optimisation.
- Document learnings and share recommendations.
- Analyse engagement, conversion, retention, and value metrics.
- Monitor customer behaviour and campaign performance trends.
- Produce regular performance reporting and actionable recommendations.
- Support the use of predictive models, propensity scores, and customer insights where appropriate.
- Work closely with Content, Promotions, and CRM Optimisation to deliver high-quality customer experiences.
- Work with the Content team to ensure approved messaging and creative assets are correctly implemented.
- Work with the Promotions team to execute promotional fulfilment and customer incentives.
- Collaborate with Marketing Operations to support campaign deployment and technical implementation.
- Coordinate campaign assets, promotional fulfilment, stakeholder approvals, and deployment activities.
- Build effective relationships across the wider Customer Marketing function.
- Ensure campaigns comply with regulatory, governance, and data protection requirements.
- Conduct campaign QA and validation checks.
- Maintain accurate campaign documentation.
- Escalate delivery risks or customer-impacting issues promptly.
- 1+ years CRM or customer marketing experience (required)
- Experience delivering CRM campaigns (required)
- Experience using CRM platforms (Optimove or similar) (required)
- Good understanding of customer segmentation (required)
- Strong analytical skills (required)
- Excellent organisational skills (required)
- Strong attention to detail (required)
- Excellent communication skills (required)
- Experience working in a regulated industry (preferred)
Betfred is a betting and gaming company that has operated for over 50 years, founded by Fred and Peter Done. It runs more than 1,300 betting shops and employs around 9,500 people, combining a large retail estate with online sports betting and gaming. In 2019 it entered the US sports betting market as Betfred Sportsbook, now operating in several states, and has established a presence in South Africa, where it holds a majority stake in the online betting company LottoStar. Headquartered in Warrington, England, Betfred emphasises customer service and responsible gambling across its operations.