Crm Specialist At Sun International
Job Description
The CRM Specialist is responsible for independently designing, executing and optimising multi-channel CRM campaigns, customer lifecycle journeys and loyalty initiatives across SunBet's online gaming and sports betting environment.
The role uses customer data, segmentation, personalisation, A/B testing and continuous improvement methodologies to drive engagement, retention and customer lifetime value.
Working across CRM platforms and channels including email, SMS, push, in-app messaging and gamification, the specialist will optimise customer journeys, loyalty and bonus programmes while ensuring campaigns are accurate, compliant and aligned to broader marketing and commercial objectives.
Core behavioural & Technical / proficiency competencies
Behavioural
Continuous Improvement
Integrity
Teamwork
Collaboration
Transparency
Adaptability
Problem-Solving
Customer Centricity
Lifelong Learning
Respect for Diversity
Technical
CRM Campaign Management
Customer Lifecycle Management
CRM Platform Management
Multi-channel Campaign Execution
Customer Segmentation & Personalisation
Loyalty Programme Optimisation
Bonus & Promotion Management
Marketing Automation
CRM Platform Configuration
Player Account Management (PAM) Systems
Data Analysis - SQL, Excel & BI Tools
A/B Testing & Experimentation
Email Marketing & HTML
Push, SMS & In-App Communications
Gamification
Customer Retention & Win-back Strategies
Campaign Performance Analytics
Dynamic Content & Personalisation
Campaign Quality Assurance
Data Privacy & Governance
Project Management
The profile specifically requires expertise across leading CRM platforms such as Optimove, XtremePush, Salesforce Marketing Cloud, HubSpot or Braze, together with bonus and promotion management, PAM knowledge, marketing automation, SQL/data analysis and experimentation.
Job Requirements
Qualifications
Bachelor's Degree in Marketing, Business, Data Analytics or a related field
Certification in a leading CRM platform, e.g. Optimove, XtremePush, Salesforce Marketing Cloud, HubSpot or Braze
Certification in Marketing Automation or Digital Marketing
Google Analytics Individual Qualification (GAIQ)
SQL certification or demonstrated SQL proficiency
Project Management certification, e.g. CAPM - advantageous.
Experience
5 - 8 years' experience in CRM and marketing within an online gaming / sports betting environment
Experience designing and executing multi-channel CRM campaigns
Experience managing customer lifecycle journeys, including onboarding, retention and win-back
Experience with customer segmentation and personalisation
Experience analysing CRM and customer data
Experience with A/B testing and campaign optimisation
Experience managing and configuring CRM platforms
Experience with loyalty, bonus and promotional mechanics
Digital, direct marketing and analytics experience is advantageous.
Key Areas of Responsibility
Design, configure and execute multi-channel CRM campaigns aligned to marketing and commercial objectives.
Deploy campaigns across email, SMS, push notifications, in-app messaging and gamification.
Develop and optimise customer lifecycle journeys across onboarding, retention and win-back.
Analyse customer data and create targeted segments for personalised campaigns.
Design and execute A/B tests to optimise content, timing, channels and customer response.
Monitor campaign performance and translate results into actionable recommendations.
Manage CRM platform configuration, data integrity and integration with supporting marketing technologies.
Partner with Marketing, Sales, Sports and Casino Product teams to deliver aligned CRM initiatives.
Create and optimise email templates, landing pages and other CRM assets.
Implement dynamic content and personalisation strategies.
Conduct campaign QA prior to deployment.
Ensure CRM activities comply with POPIA and other applicable data privacy and governance requirements.
Diagnose CRM campaign and platform issues and escalate complex technical matters where required.
Optimise SunBet's loyalty and bonus programmes, including personalised and tier-based rewards, to increase repeat engagement and player lifetime value while reducing churn.