Lead Marketing Consultant

• Jun 2021 - Present

- Leading marketing strategies to support the Client’s and Customers’ retention marketing program.- Plan and execute loyalty strategies to maximise retention efforts for the Customers’ brands, including rewards programs.- Working with Client to produce both short and long-term retention marketing strategies to achieve targets and improve KPIs of specific segments.- Managing internal resources to ensure fixed and variable scope deliverables are delivered on time and within budget, and as specified.- Conduct needs analysis through technology audits, content audits, process audits and stakeholder feedback.- Identify areas for improvement & development of lifecycle campaigns to achieve company targets.- Preparation and presentation of proposals and post-campaign analysis for all projects.- Ensure that campaigns, creative briefs and other strategic marketing documents, and the overall campaign calendar accurately reflect marketing objectives, target groups and ROI, in-line with the Client and its Customers’ business strategy.

Head of CRM

• Oct 2020 - Jun 2021

- Responsible for driving company contact strategy and execution, and key CRM optimisation efforts - Conceptualize promotions and have end-to-end responsibility for their delivery - Develop automated, personalised user journeys and communication strategies across the player life-cycle - Establish and prioritise short, medium & long-term projects that align with broader group vision, goals & targets - Work with our BI analyst to build our capabilities for reporting on promotion performance- Staying up to date with current CRM trends, best practices and continually shared with the wider team- Define top-line casino retention marketing strategy and ensure high-quality promotions and campaigns are delivered- Perform analyses to inform the business and shape future strategies- Work with product team on retention features within our products to enhance the customer experience- Examine the value proposition offered to VIP customers leveraging experiences retain and grow player LTV- Drive VIP retention, growth and reactivation, deposits, CLTV, ARPU and relevant KPIs

Customer Reactivation Team Lead

• Mar 2020 - Oct 2020

- Deliver a comprehensive global customer communication strategy for the customer Reactivation lifecycle, tailored to the market/brand/product/customer- Act as the team interface and the ‘go-to' person for all agencies, suppliers and stakeholders- Initiate the requirement and manage global creative using customer insight to deliver customer engagement and response- Lead on-going customer segmentation in the lifecycle stage to identify insights and target customer segments with relevant campaigns- Create and deliver a communication strategy that best delivers the commercial objectives- Develop and deliver local, relevant and targeted customer journeys using various channels such as onsite messaging, email, SMS, push notifications, programmatic, Direct Mail, outbound calling.- Develop retention, cross & up-sell campaigns based on customer data and continually optimise through a test and learn approach- Own the mobile experience of campaigns- Ensure that the brand tone is deployed consistently for each brand and lead the brand tone guardianship for all brands- Monitor and champion adoption of best practice in communication for the life stage segment in the industry and wider consumer marketing- Do a comprehensive campaign analysis on a regular basis and present to the key stakeholders the campaign performance and outcomes

Head Of Customer Marketing

• May 2018 - Mar 2020

Lead the Customer Marketing division, selecting appropriate and best tools, recruit and build-up the team.Collaborate with other senior management to achieve the company vision.Created and setup all customer journeys (Acquisition, retention, upsell, VIP) since launch.Analyzing data, analytics and campaign results to refine, improve and optimise customer journeysSegmenting data according to various criteria of engagement, demographics & activity to optimise UXResponsible for identifying, monitoring and communicating with VIP customers.Involved with inbound and outbound customer support.Collaborate with Affiliate marketing team and Affiliates to optimise the Affiliate trafficMeasure campaign success, present findings and optimize campaigns including web analyticsRegular reporting to C-level and public presentations of Marketing division successes and campaigns

CRM Operations Senior Manager

• Sep 2017 - Apr 2018

Recruiting, building, training and leading the CRM Operations team. Holding regular 1-2-1s, mintoring and ensuring KPIs are on-track and exceeded.Constant refining and optimising of processes. Training of internal teams and external stakeholders on new processes and clear presentation of advantages of processes to encourage change adpotion.Primary contact for Customer Support teams to resolve any issues or customer queries. First line of support to resolve technical issues in CRM programs.Managing stakeholders, suppliers and customer relationships. Responsible for creating, maintaining and refining automated CRM programs for Betsson group customers using latest CRM platforms like SalesForce Marketing Cloud (ExactTarget) including JourneyBuilder; suppliers Viraya, Enteractive, custom-built platforms and others like Hotjar and Optimizely. Use a wide range of real-time data sources, communication channels and CRM tools to develop and implement customer lifecycle programs. Creating, testing, deploying and monitoring ad-hoc digital marketing campaigns across various digital channels.Creation of HTML emails, SMS, triggered communications and customised offers for customers.Making decisions and refinements based on data-driven reporting. Consulting with stakeholders to advise and collaborate on what changes to make.Defining unique, customized, relevant customer experiences and deploying them on Betsson Group brands.

CRO Campaign Manager

• Dec 2016 - Aug 2017

Scoping and developing CRO tests across Betsson's 24 brands.Managing the CRO team resources and work schedule, assign individual responsibilities.Writing testing briefs to detail proposed tests.Responsible for communication with all brands within the group in order to facilitate knowledge sharing.Manages day-to-day operational aspects of a project and scope.Track project deliverables using appropriate tools. Report on KPIs.Provide direction and support to Head of Growth.Monitor and report on progress of the project to all stakeholders.Manage relationship with suppliers and external agencies.

Business Intelligence Analyst

• Feb 2016 - Nov 2016

Develop roadmap for long-term BI strategyManage BI team's workload, roadmap and projectsEnsure timely completion of company's BI requirement projects

CRM Manager

• May 2014 - Nov 2016

PERFORM commercialises multimedia sports driving revenues through a mix of Content Distribution, Advertising & Sponsorship. The clients I am responsible marketing for included over 100 UK and International Football clubs, various official Sporting Associations for sports like Rugby, Tennis, Squash, Basketball and Equestrian sports among others. There are also news portals, entertainment and major media companies, as well as websites delivering content direct to consumers.My role involves acquisition (to convert visitors and non-paying registrants to paying subscribers) and also retaining the current customers and extending the lifetime of those.• Create and manage the strategy (using various digital marketing channels) to retain and grow the existing subscriber base according to company’s commercial goals. • Use product development to increase loyalty and interaction of subscribers with Perform's online products (websites and Apps) thus increasing revenue by upselling these products.• Optimising marketing activities, increasing engagement & conversion rates by analyzing key data • Analysing and presenting on data and success of campaigns.• Using various Web Analytics, email tracking and other data to analyse and formulate reports and future strategy.• Manage various in-house and external teams and suppliers to deliver marketing campaigns that increase: 1. Customer Lifetime & 2. Prevent loss of current subscribers.• Consulting to clients and internal marketing teams on: 1. Email design and Best Practise for deliverability; 2. Campaign results and analysing of that data for future campaign success.• Manage the Digital Marketing Team, including CRM team and employees based in overseas offices.• Developing of dynamic campaigns for personalised triggered communications •Serving and trafficking adverts on customers’ websites to convert potential customers.• Consult on organic SEO improvements.

Retention Marketing Manager

• Jan 2013 - May 2014

Responsible for retaining and growing existing subscriber base and converting visitors to subscribers.Responsible for optimising marketing activities, increasing engagement & conversion rates.Creating and delivery of Marketing campaigns to increase Customer Lifetime & prevent subscribe lossManage the Digital Marketing Team, including CRM team and employees based in overseas offices

Digital Marketing Manager

• Jan 2012 - Jan 2013

Manage digital resources to create and complete marketing campaignsManage Digital Production Team (Emails, Ad Trafficking, Analytics)Strategy, planning and execution of digital marketing campaignsManaging SEO Best Practise across all customer sitesEnsure Best Practise for Data ComplianceTraining, educating and informing of latest developments in Digital Marketing Areas.

Email Marketing Manager

• Nov 2008 - Dec 2011

Account Manager

• Jun 2007 - Oct 2008

Email Production Team Leader

• 2006 - Jul 2007

Technical Head of Production

• 2004 - 2006

Marketing Exec

• 2003 - 2004

Digital MarketingEmail MarketingDirect mailBrochure design and productionPhotoshoots for the hotel properties in the groupEvent co-ordinator Digital MarketingEmail MarketingDirect mailBrochure design and productionPhotoshoots for the hotel properties in the groupEvent co-ordinator

Marketing Exec

• 2003 - 2004

Technical Head of Production

• 2000 - 2002