Sunbet Retention Marketing Specialist - RMS0421
Code/Reference:
RMS0421
Applications accepted until:
2021-04-23
Number of Openings
1

Unit:

Head Office

Location:

Sandton - Central Office

Job Purpose

Responsible for the planning and implementation of all marketing and promotional activities for all Sunbet and Sports-betting products and marketing channels, with the aim of increasing conversions, improving client engagement, customer loyalty and gaming activity, and enhancing the relationship and value provided through the customer lifecycle, in line with Company policy.

Education

  • Grade 12
  • 3-Year Degree in Marketing is an advantage

Experience:

  • Minimum of 5 years experience in CRM and marketing in an online gaming / sportsbetting environment
  • Experience in digital, direct marketing and analytics is an advantage
  • Proven track record in managing websites including UX design, SEO, reporting and digital optimisation

Skills and Knowledge

  • Campaign Planning
  • Customer life cycle
  • Project management
  • Social Media & Digital Marketing
  • Direct Marketing
  • Data mining methodologies
  • Interpretation of Data analytics
  • Numerical skills
  • Knowledge of Sunbet products
  • Knowledge of online gaming industry
  • Excellent communication skills (verbal and written)
  • Proficient MS Office skills
  • Analytical skills
  • Deciding
  • Planning and organising skills
  • Building & Developing relationships
  • Problem-solving
  • Influencing
  • Encouraging co-operation
  • Selling skills
  • Dealing with customers
  • Negotiating skills
  • Networking skills
  • Deadlines driven
  • Team player who demonstrates initiative and excellent organizational skills, with the ability to operate on a wide range of topics and projects simultaneously

Key Performance Areas:

  • Have a complete knowledge and understanding of all Sunbet products and facilities
  • Track customer journeys across all touch-points and lifecycle planning, development and execution by conducting an analysis of past and current player activity
  • Have a thorough understanding of online gaming technology and bonusing tools to conceptualise, design and execute relevant campaigns
  • Perform a trend analysis and interpretation of current customer needs using business intelligence tools and data
  • Own the A/B and/or multivariate tests to understand channel performance and optimize campaigns quality and ensure ROI in high performing marketing channels (emailing, SMS, onsite etc..) within the customer lifecycle context
  • Accountable for the reach of funnels optimisation metrics within established quarterly customer segments
  • Drive the ROI of customer incentives/bonus and rewards versus increasing customer life time value within the lifecycle journey context
  • Develop and implement personalised multichannel, segmented life stage campaigns with a strong focus on Players lifecycle journeys based on player behaviours modelling
  • Continuous upkeep of the Sunbet website to ensure it stays relevant to customer needs with regards to marketing content and new technologies/innovations
  • Monitor, analyse and continually refine the performance of automated behavioural and value-triggered propositions
  • Elaborate data-driven and customer-oriented recommendations for marketing and VIP team to ensure the highest quality interactions with the customer across all lifecycle channels
  • Compile a plan to assist in increasing new customer conversion rates, player activity, site visitations and revenue spend to Sunbet’s online facility
  • Attend events to leverage opportunities to build solid relationships with key customers, as required
  • Develop and co-ordinate multi-channel retention campaigns both online and offline in line with available budget
  • Analyse the Sunbet market, and identify unmet needs, goals, opportunities and challenges which can be addressed to leverage further business opportunities
  • Compile an annual campaign calendar, which is updated and distributed monthly
  • Design campaigns and strategies to move customers through the marketing funnel
  • Increase Customer Lifetime Value through targeted marketing campaigns and brand building initiatives
  • Create, test and implement customer journeys using multi-channel communications mediums
  • Constant analysis and optimisation of customer lifecycle journeys
  • Co-ordinate and manage logistics and execution of promotions and activation events
  • Execute on A/B and multivariate campaigns to optimise the acquisition funnel and conversion rates across all channels
  • Develop innovative solutions, campaign objectives and marketing collateral to promote the Sunbet brand at property level within the retail environment at unit level, providing support as required
  • Write communications briefs, ensuring that creative and media are effectively integrated
  • Develop initiatives and online content to promote Sunbet including SEO; Paid media; Social media; E-mail & SMS marketing
  • Provides support to business unit management teams as required during implementation
  • Communicate and raise awareness with relevant stakeholders with regards campaigns and available packages and how they can be best utilized
  • Execute action plans in line with scheduled timelines in implementing targeted campaign
  • Monitor implementation to ensure that the campaigns and objectives are rolled out to maximise campaign sales as per plan
  • Manage key stakeholder expectations, escalating risks before they become problems
  • Collect feedback from internal stakeholders regarding campaign success and post mortems
  • Design and develop metrics, reports and analyses to drive key business decisions
  • Responsible for ensuring reports (both ad hoc and standard) are delivered accurately and timeously
  • Conduct an analysis and report on the effectiveness of campaigns such as conversion rate / player value / ROI and provide meaningful insights and reports to aid decision-making, optimise campaigns and the use of specific marketing channels
  • Identify, analyse and interpret trends or patterns within the Sunbet database
  • Complete monthly customer retention reports for Sunbet to indicate:
    • competitor analyses
    • player trends and analyses
    • the return on investment produced from initiatives that have been implemented
    • Effectiveness of the various marketing channels
    • Effectiveness of the various marketing campaigns
  • Collaborate with Group Digital and Business Intelligence functions to understand data analysis and manipulation of data for reporting purposes.
  • Liaise with Sunbet Marketing Management in formulating the targets and retention plans for activations of inactive business
  • Liaise with land-based properties to leverage and cross-sell customers
  • Collaborate with the Sales Team, CRM and Sunbet teams to enhance and increase campaign success
  • Cooperate with property management to create opportunities to promote the Sunbet brand and to participate at gaming events to build strong relationships with potential clients
  • Continuously engage with clients to grow loyal relationships for Sunbet
  • Maintains positive relationships with all clients, colleagues, gaming and sales networks
  • Coordinates the distribution of information to all relevant properties
  • Attends Sunbet meetings and provide relevant feedback and input into the online gaming strategy

Equity:

Preference will be given to employees from the designated groups in line with the provisions of the Employment Equity Act, No. 55 of 1998, SISA internal recruitment policy as well as units employment equity plans.