Job Description
BoyleSports is the largest and most successful independently owned bookmaker on the island of Ireland. Founded in 1989 by John Boyle, the business has grown to over 370 shops in Ireland and the UK, coupled now with a comprehensive online portfolio for betting and gaming.
BoyleSports HQ in the Republic of Ireland is located on the outskirts of Dundalk, and we currently employ over 2500 staff throughout Ireland and the rest of the world. With offices in Ireland, Gibraltar, South Africa and the Philippines, BoyleSports truly are a Global player within the Betting and Gaming industry.
Job Title: Head of Customer Engagement
Reports to: Marketing Director
Location: BS Gibraltar Office
Role Purpose
The Head of Customer Engagement will be responsible for leading the department which includes the CRM and Promotions functions. They will be responsible for the conception, implementation, and analysis of CRM for all products and Promotional campaigns and proposition activity for the Sports and gaming platform across multiple Geos where the customer is the centre of all initiatives. They will develop and implement effective strategies and drive customer engagement and satisfaction. Additionally, the Head of Customer Engagement will be responsible for Marketing Technology within the Marketing Team which will have a product, technology, and operations remit.
The Head of Customer Engagement reports to the Marketing Director and will work very closely with the Brand Team, Head of Creative, Product, Head of Trading and BI Team to ensure the planning and performance of all aspects of on-boarding, pre-match / pre-event and life stage CRM and Promotions are integrated within the wider marketing, and drive customer engagement on priority products and events.
This is a critical leadership role that requires a deep understanding of CRM systems, CRM technologies, data analysis and customer-centric strategies and requires effective stakeholder management across the business at all levels to be able bring together marketing, product, brand and BI analytic plans and insight into one seamless customer communication experience, focused on optimising customer value. It also includes the adoption and associated utilisation of the Adobe CRM platform across the brands – bringing best practice and optimisation of trigger journeys and behavioural modelling alongside CRM analytics.
Key Responsibilities:
Occupying the role of business sponsor/lead develop and implement a comprehensive Customer Engagement strategy across multiple Geos aligned with the company’s objectives, incorporating best practices and innovative approaches to maximise customer engagement, retention, and satisfaction.
Lead the team, responsible for landing the Customer Engagement strategy in the most effective manner possible delivering most effective results for the Brand(s).
Understand customer needs, preferences, and pain points to develop personalised and targeted approaches to drive customer loyalty and retention.
Develop and manage a customer segmentation through data driven insights.
Manage the customer journey to ensure a seamless and engaging experience across all touchpoints.
Collaborate effectively with multiple teams across the business including BI, Trading, Gaming, CS and the wider Marketing function.
Lead and manage a team of 15 (including 2 direct reports), providing guidance, mentorship, and support, setting stretch goals and objectives based on industry good practice, conducting regular and effective 121’s, and career planning/development and performance reviews.
CRM Strategy & Operations
Manage and leverage customer data to drive customer value and revenue growth.
Oversee the CRM system (selection, implementation, and maintenance) which includes capturing, organising and analysing customer information.
Develop CRM strategies, processes, and technologies to effectively manage customer interactions, conversion funnel and campaigns.
Responsible for channel performance including CRM budget planning and reporting on performance back into the business.
Collaborate with cross-functional teams to map the customer journey, identify touchpoints and areas for improvement. Develop and implement subsequent strategies to enhance the end-to-end customer experience.
Continuously assess and refine CRM processes, workflows, and automation to streamline operations and ensure operational excellence.
Establish key performance indicators to measure effectiveness of CRM initiatives. Provide regular reports and dashboards to communicate with SMT and the wider business.
Ensure compliance with data protection and industry regulations. Implement appropriate safeguards and protocols to protect our customers and their information.
Acts as an internal thought leader for the advancement of the CRM channel and will identify opportunities to improve processes, ways of working, and new revenue opportunities across the business.
Stay abreast of industry trends and emerging technologies in CRM and customer experience management.
Promotion Strategy & Operations
Translate the sports and gaming proposition strategy into a deliverable promotional framework balancing above and below the line targeting with customer personalisation to drive business results.
Collaborate with the wider Marketing team to deliver an aligned channel agnostic promotional plan.
Work with the marketing teams to ensure the CRM and Promotions strategy is aligned to and supports the marketing plans from a proposition and strategic perspective as well as being fully aligned and reacting to trading performance in real time.
Deliver the day-to-day planning and reporting of Promotions ensuring it meets the business performance by leading weekly/monthly reporting on Promotions performance to key stakeholders across the business.
Evaluate the effectiveness of the promotional strategy by measuring against customer and business KPIs.
Collaborate with Trading, Risk Management and Business Intelligence by sharing CRM and Promotions results and plans to improve performance.
Ensure operational excellence around promotional operations to deliver a best-in-class customer experience.
Manage effectively and report weekly budget performance for CRM and Promotions marketing spend.
Conduct regular competitor analysis to identify potential opportunities.
Understand the customer engagement technical landscape around each engagement mechanic that delivers best for the Brand(s).
Specialist skills and experience required:
A Bachelor’s degree in Marketing, business administration or a related field.
Proven experience in a senior digital CRM or Customer Engagement role, with a track record of successfully driving CRM strategies and initiatives during a period of global growth.
Strong knowledge of CRM strategies, tools, and technologies are essential. Able to have a thorough understanding of customer segmentation, data, analysis, customer life cycle management, and customer lifecycle management and customer engagement techniques.
Ability to interpret and analyse customer data, market trends, and campaign performance metrics. Proficiency in utilizing CRM software and data analytics tools in identify insights and make data driven decisions.
Knowing what “great looks like” with significant promotional strategy experience in developing and executing successful and engaging promotional campaigns is crucial.
Highly numerate and analytical, comfortable with interpreting multiple customer data points to form hypotheses and make data-driven decisions that increases customer engagements and drives efficiencies for the Brand(s).
Strategic thinker with the ability to develop and implement customer-centric strategies.
Excellent leadership and team management skills.
Ideally experience in the betting and gaming industry.
Ability to influence and manage senior internal stakeholders.
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