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
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Develop and implement strategies for onboarding, retention, and reactivation to foster loyalty and reduce churn.
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Create and manage lifecycle marketing initiatives that engage customers across their full journey.
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Design and oversee loyalty and bonus programs to encourage repeat business.
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Identify and manage high-value customers, ensuring a premium experience that drives long-term retention.
Campaign Management & Execution
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Plan and execute direct marketing campaigns via email, SMS, push notifications, and other digital channels.
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Manage communications calendars, automation workflows, promotions, and events.
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Oversee campaign creation — including copywriting, QA processes, and deployment strategies.
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Conduct A/B testing to optimise campaign performance, conversion rates, and engagement metrics.
Data Analysis, Segmentation & Reporting
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Build and maintain customer segmentation models to guide targeted marketing efforts.
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Use CRM data to identify behavioural trends, opportunities, and risks.
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Analyse campaign performance to provide actionable insights and strategic recommendations.
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Monitor KPIs such as monthly active users, retention rates, and average deposit value.
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Deliver detailed performance reports to management and stakeholders.
CRM Platform & System Management
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Oversee implementation, optimisation, and maintenance of CRM platforms and related manual processes.
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Ensure accuracy, integrity, and compliance of customer data.
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Train internal users on CRM best practices and troubleshoot issues as needed.
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Document procedures, troubleshooting guides, and training materials.
Customer Experience & Collaboration
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Analyse customer feedback and reviews to identify areas for improvement.
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Collaborate cross-functionally with marketing, customer support, product, and sales teams to ensure a seamless customer experience.
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Promote a culture of collaboration, accountability, and high performance.
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Support ad-hoc digital and non-digital initiatives as part of the broader marketing function.
Qualifications & Skills
Required
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Bachelor’s degree, Diploma, or Certification in Marketing, Business, Statistics, or a related discipline.
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Minimum of 2 years’ experience in a CRM, loyalty, or customer value management role — ideally within online gaming, betting, or fast-paced e-commerce.
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Proven end-to-end campaign management experience.
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Strong analytical mindset with the ability to interpret complex datasets.
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Proficiency in CRM platforms and marketing automation tools.
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Excellent understanding of customer lifecycle and retention marketing principles.
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Exceptional organisational, communication, and stakeholder management skills.
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Self-motivated, detail-oriented, and capable of working with minimal supervision.
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Genuine interest in sports and the betting industry.
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Flexible, resilient, and customer-driven mindset.
Preferred
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Experience in the South African betting market.
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Advanced data analysis skills.
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Proven success in designing and executing customer retention or loyalty programs.
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Strong experience with A/B testing and campaign optimisation techniques.
