CRM & Customer Value Manager

SUMMARY:
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POSITION INFO:

The CRM & Customer Value Manager will play a pivotal role in developing and executing strategies that enhance customer retention, loyalty, and lifetime value. The ideal candidate is analytical, customer-focused, and skilled at translating data insights into actionable marketing initiatives.

This role involves managing the full customer journey — from acquisition through retention and reactivation — while collaborating closely with marketing, product, sales, and data teams to ensure alignment between business objectives and customer needs.

Key Responsibilities

Customer Lifecycle & Value Strategy

• Develop and implement strategies for onboarding, retention, and reactivation to foster loyalty and reduce churn.

• Create and manage lifecycle marketing initiatives that engage customers across their full journey.

• Design and oversee loyalty and bonus programs to encourage repeat business.

• Identify and manage high-value customers, ensuring a premium experience that drives long-term retention.

Campaign Management & Execution

• Plan and execute direct marketing campaigns via email, SMS, push notifications, and other digital channels.

• Manage communications calendars, automation workflows, promotions, and events.

• Oversee campaign creation — including copywriting, QA processes, and deployment strategies.

• Conduct A/B testing to optimise campaign performance, conversion rates, and engagement metrics.

Data Analysis, Segmentation & Reporting

• Build and maintain customer segmentation models to guide targeted marketing efforts.

• Use CRM data to identify behavioural trends, opportunities, and risks.

• Analyse campaign performance to provide actionable insights and strategic recommendations.

• Monitor KPIs such as monthly active users, retention rates, and average deposit value.

• Deliver detailed performance reports to management and stakeholders.

CRM Platform & System Management

• Oversee implementation, optimisation, and maintenance of CRM platforms and related manual processes.

• Ensure accuracy, integrity, and compliance of customer data.

• Train internal users on CRM best practices and troubleshoot issues as needed.

• Document procedures, troubleshooting guides, and training materials.

Customer Experience & Collaboration

• Analyse customer feedback and reviews to identify areas for improvement.

• Collaborate cross-functionally with marketing, customer support, product, and sales teams to ensure a seamless customer experience.

• Promote a culture of collaboration, accountability, and high performance.

• Support ad-hoc digital and non-digital initiatives as part of the broader marketing function.

Qualifications & Skills

Required

• Bachelor’s degree, Diploma, or Certification in Marketing, Business, Statistics, or a related discipline.

• Minimum of 2 years’ experience in a CRM, loyalty, or customer value management role — ideally within online gaming, betting, or fast-paced e-commerce.

• Proven end-to-end campaign management experience.

• Strong analytical mindset with the ability to interpret complex datasets.

• Proficiency in CRM platforms and marketing automation tools.

• Excellent understanding of customer lifecycle and retention marketing principles.

• Exceptional organisational, communication, and stakeholder management skills.

• Self-motivated, detail-oriented, and capable of working with minimal supervision.

• Genuine interest in sports and the betting industry.

• Flexible, resilient, and customer-driven mindset.

Preferred

• Experience in the South African betting market.

• Advanced data analysis skills.

• Proven success in designing and executing customer retention or loyalty programs.

• Strong experience with A/B testing and campaign optimisation techniques.