CRM Senior Capability & Innovations Lead
In this role as CRM Senior Capability & Innovation Lead, the individual will be responsible for shaping and delivering the future of CRM capability across UK&I.
They will identify, evaluate and implement innovative CRM, AI and marketing technology solutions that enhance customer engagement, operational efficiency and commercial performance.
Acting as the bridge between CRM, Martech, Product, Data Science, Commercial teams, Optimove and other strategic partners, they will ensure Entain continues to maximise value from its CRM technology investments while driving the evolution of customer marketing capabilities.
As the UK&I CRM subject matter expert for Optimove and AI-enabled CRM capabilities, they will lead the adoption of new technologies, champion innovation and ensure the business remains at the forefront of customer marketing.
Reporting to the Director of CRM, they will play a key role in delivering CRM Transformation 2.0, defining the CRM capability roadmap and shaping the future direction of CRM across the UK&I business.
- Develop and deliver the UK&I CRM Capability and Innovation Roadmap, aligned with business objectives and customer strategy.
- Identify, evaluate and implement CRM, AI and marketing technology capabilities that enhance customer experience, operational efficiency and commercial performance.
- Lead the adoption of AI-enabled CRM capabilities, driving best practice and measurable business outcomes across the CRM function.
- Act as the UK&I CRM business owner and subject matter expert for Optimove, maximising platform value and championing new capabilities.
- Partner with CRM, Martech, Product, Data Science and Commercial teams to prioritise and deliver CRM transformation initiatives.
- Build business cases for new CRM capabilities and technology investments, ensuring measurable commercial value.
- Lead cross-functional change initiatives, driving stakeholder engagement, capability adoption and process simplification.
- Monitor CRM, AI and MarTech trends, identifying opportunities to continuously evolve Entain's CRM capability.
- Establish governance, frameworks and success measures to drive CRM maturity, AI adoption and marketing effectiveness.
- Communicate roadmap progress, opportunities and risks to senior stakeholders, influencing strategic decision-making.
- Minimum 5 years' experience in CRM, Customer Marketing, MarTech, Product or Innovation-related roles (required)
- Strong understanding of customer lifecycle marketing, retention, reactivation, personalisation and loyalty strategies (required)
- Experience working with enterprise CRM platforms such as Optimove, Braze, Salesforce Marketing Cloud, Adobe Campaign or similar (required)
- Demonstrable experience leading CRM transformation, business change or technology-enabled innovation programmes (required)
- Strong understanding of AI applications within CRM, marketing automation and customer decisioning (required)
- Experience developing business cases and measuring the commercial impact of technology investments (required)
- Strong analytical, problem-solving and strategic thinking skills, with the ability to translate data and insights into business outcomes (required)
- Excellent stakeholder management, communication and influencing skills, with experience working across multiple business functions (required)
- Proven ability to manage multiple strategic initiatives and priorities in a fast-paced, evolving environment (required)
- A competitive salary is just the beginning.
- Depending on your role and location, you can expect to receive benefits like A regular bonus
- Healthcare support
- A stake in our success through our ShareSave scheme
- Great development opportunities
- Wellbeing support, and so much more.
Entain is one of the world's largest sports betting and gaming entertainment groups and a FTSE 100 company. Formed when GVC Holdings rebranded as Entain in December 2020, its brands trace their history back to the 1880s and include bwin, Coral, Foxy, Gala, Ladbrokes and partypoker. Through its joint venture with MGM Resorts International, it powers BetMGM in the United States with its proprietary technology. Headquartered in London, Entain employs over 30,000 people with offices across 19 countries.