CRM and Personalisation

Summary

Join Yellow Social Interactive, a leader in social gaming, as the Head of CRM and Personalisation. You will develop and execute data-driven strategies to boost player engagement and loyalty. Responsibilities include leading CRM campaigns, optimising player journeys, and collaborating with various teams. You will leverage data-driven methods like A/B testing and machine learning to enhance player experiences. The role requires strong leadership, communication, and expertise in CRM tools. A competitive salary, private health insurance, free lunches, training opportunities, and a performance bonus are offered.

Requirements

• 5+ years’ experience in CRM, retention marketing, or lifecycle optimisation, preferably in gaming or social casino
• Demonstrated ability to lead CRM campaigns and optimise player journeys and site experiences for maximum impact
• Deep understanding of player segmentation, lifecycle marketing, site UX, and behavioural analytics
• Expertise with CRM and marketing automation tools (e.g., Bloomreach, Braze, Adobe Campaign, Optimove)
• Proven track record in A/B testing, personalisation experiences, and site optimisation
• Excellent communication and leadership skills, with a collaborative approach to problem-solving
• Passion for the social casino and gaming industry, and a relentless drive to improve player experiences

Responsibilities

• Own and deliver the strategic roadmap for CRM and Personalisation that spans the entire player lifecycle from new player onboarding, retention, churn prevention and reactivation
• Build, develop and inspire a talented team of CRM and personalisation specialists
• Build and implement effective team processes that streamline performance and generate creativity
• Create an environment that values data-driven decision-making, curiosity, and innovation
• Drive a culture of experimentation and testing to identify the most effective approaches to player engagement and retention
• Oversee A/B testing, multivariate testing, and other data-driven methods to refine CRM tactics and messaging
• Ensure our CRM tool capabilities are being fully leveraged to bring optimum ROI as well as optimal player experience
• Collaborate with analytics to analyse player data, identify drop-off points, and implement solutions that improve funnel performance
• Deliver highly targeted, data-driven campaigns across channels including email, on site, push notifications, email, Social and SMS. Creating a fully synced omnichannel player experience
• Lead roll out of Machine Learning capabilities within our CRM platforms to create dynamic and tailored player experiences that boost retention and lifetime value
• Collaborate with Product, Design, and Development teams to identify, prioritise and drive initiatives to improve player engagement, reduce friction points, and drive conversion rates
• Be a champion for player-centric thinking across the organisation
• Monitor and report on key performance metrics continuously optimising, to exceed targets
• Partner with Analytics teams to uncover opportunities for revenue growth and ensure team initiatives align with broader commercial goals

Benefits

• Competitive salary
• Private Health Insurance
• Free lunches
• Training & Opportunities for professional development
• Dynamic and collaborative work environment
• Performance Bonus