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Rank Interactive, the digital arm of The Rank Group, stands as a leading global digital gaming company fuelled by top-tier talent and technology. Recognised through iconic brands, our products and our people, we bring entertainment to millions of people worldwide on various devices daily.
Operating with a multi-branded strategy, we offer online entertainment, bingo and slot gaming, along with a social gaming mobile experience, using a mix of proprietary and licensed software.
With offices in the UK, Gibraltar, Mauritius, and South Africa while being part of a Rank Group with approximately 8,000 employees globally; we unite people and entertainment across diverse digital channels.
Joining our high-performing and inclusive culture, you'll instantly become part of a team supporting our customer-facing initiatives.
Role Overview
We are looking for a Senior CRM Manager to own and lead the contact strategy across the retail and digital customer base, ensuring all personalised communications (email, SMS, direct mail, door drops, push notifications, live chat, and outbound telemarketing) are aligned to commercial objectives and customer needs.
Key Responsibilities
- Define and drive the automation roadmap across key customer lifecycle journeys, ensuring robust measurement frameworks are in place to assess performance against agreed KPIs.
- Lead CRM support for the annual product, promotional, and commercial calendar, ensuring activity is prioritized according to customer and commercial impact.
- Own the CRM support plan for rewards, loyalty, and omni-channel propositions, identifying opportunities to increase engagement, retention, visit frequency, and customer value.
- Identify, deliver, and scale transactional and behavioral campaigns which drive measurable improvements in commercial performance and customer engagement, while proactively identifying automation opportunities.
- Lead and develop a team of CRM professionals, ensuring clear objectives, regular coaching, development plans, and performance expectations are in place to build a high-performing CRM function.
- Own CRM performance measurement, working closely with Analytics to ensure all activity is designed, measured, and evaluated through a structured test, learn, and refine framework.
- Lead the development and optimization of segmented end-to-end customer lifecycle programmes across retail and digital channels.
- Ensure all CRM activity is focused on delivering measurable improvements in key business metrics including:
- Active customers
- Visit frequency
- Revenue and ARPU
- Retention
- Reactivation
- Cross-sell
- Customer Lifetime Value (LTV)
- Own and continuously develop a structured CRM testing roadmap, driving experimentation across targeting, incentives, journeys, content, timing, and personalization to improve customer and commercial outcomes.
- Lead CRM performance reviews, providing clear insight and recommendations on:
- What performed well
- What did not perform well
- Why outcomes occurred
- What actions should be taken next
- Support ownership of retention investment and incentive budgets, ensuring expenditure is directed towards initiatives that deliver the strongest commercial return.
- Work closely with Product Marketing and Commercial teams to optimize incentive strategies and promotional investment, ensuring activity delivers the desired customer behaviors and measurable commercial outcomes.
- Take ownership of key supplier relationships and agency management, ensuring activity is delivered to a high standard, on time, and within budget.
- Lead the development of CRM messaging, customer proposition communication, and campaign briefs, ensuring all activity is aligned with the wider brand, commercial, and performance marketing strategy.
- Partner with Digital, Product, Analytics, Data Science, Transformation, and Commercial teams to identify opportunities to improve customer journeys, personalization, customer experience, and campaign effectiveness.
- Work closely with the optimization and digital teams to maximize customer opt-in rates, customer engagement, and channel effectiveness.
- Own segmentation strategy and targeting frameworks, ensuring customers receive relevant communications, incentives, and experiences at the appropriate stage of their lifecycle.
- Champion the adoption of modern CRM capabilities, including Bloomreach functionality, automation, behavioral triggers, personalization, dynamic content, Data Science, and AI-driven optimization.
- Identify and evaluate new CRM opportunities, technologies, and innovations that improve customer experience and differentiate the brand from competitors.
- Take overall accountability for CRM quality standards, including campaign sign-off, quality assurance processes, and customer experience across all communication channels.
- Represent CRM performance within key marketing and commercial forums, presenting results, learnings, recommendations, and future priorities to senior stakeholders.
- Ensure all CRM activity complies with relevant regulatory, compliance, and GDPR requirements.
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Qualifications
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- You will be data-driven with an unrelenting focus on customer value.
- Experience of interpreting data learnings into insightful campaign execution.
- Demonstrates clear leadership and establishes a positive and collaborative relationship with all stakeholders and takes accountability and ownership for the function.
- Demonstrates a sense of passion and pride about own work.
- Inspires passion and excitement around shared goals, promoting an environment of achievement.
- Ability to identify and prioritize Stakeholders, build strong relationships, and tailor communication to meet the stakeholders' needs.
- Proven experience of decisive influencing at all levels of the organization and cross-functionally, and of providing clarity and insight to complex discussions and debates in order to achieve resolution and understanding.
- Experience with Adobe Campaign or other large-scale ESP delivering complex automation flows.
- Basic technical HTML or SQL knowledge.
- Excellent Excel skills.
Benefits
Join us to unlock benefits and opportunities that will boost your career journey in a vibrant, inclusive, and fulfilling work environment – so you can #BeYourself.
- You’ll get a competitive salary combined with some great benefits.
- Wellbeing@Rank is important... From hybrid & flexible working hours and colleague support networks to menopause support and weekly PepTalks, we’re here for you.
- We’ll also invest in your growth by providing development opportunities, leadership training, and cutting-edge industry certifications so you have the tools and resources to help you WORK, WIN, and GROW with us.
- Immerse yourself in new cultures and gain international exposure through our global business. Collaborate with colleagues from around the globe.
- From pensions to bonus schemes, and private medical insurance to life insurance – we've got you covered.
Our benefits vary by brand and/or location. Please have a chat with your local Talent Acquisition specialist to find out what’s in place in your location.
We are committed to being an inclusive employer, ensuring that we better understand and meet the needs and requirements of our candidates. If you need any adjustments as part of your application or interview, please let us know.
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