CRM Manager at Sun International

Job Purpose

• The CRM Manager for Sun International will be responsible for leading and delivering the group’s CRM strategy and plans, as well as team leadership and ongoing management of processes in the design, implementation and delivery of business intelligence reporting to support decision making and achievement of business results aligned to the group marketing strategy. This will include the design of reporting mechanisms which are agile and provide timely insight into business performance, and identifying actionable solutions aimed at increasing revenue.   
• The role will also focus on building CRM talent to support innovative and sustainable customer relationship management solutions for the Sun International Group into the future.

Education

• B Degree (IT / Marketing data or statistics)

Experience

• Minimum of 10 years’ experience in a CRM Business intelligence, Marketing analytics, Customer experience
• Previous experience in casino CRM positions and / or in-depth knowledge on CRM processes, Gaming systems and BI
• Demonstrable experience in the use of Marketing systems, marketing business operations and processes
• Demonstrable experience in managing a team
• Previous experience in the leisure, hospitality or entertainment industry is a strong advantage

Skills and Knowledge

• Conceptualising
• Influencing Skills
• Managing Customer & Stakeholder relationships
• Decision-making
• Leading people
• Emotional Maturity
• Delegating and empowering
• Creating solutions
• Analysing
• Emotional Maturity
• Sound knowledge of Marketing business processes & products
• Master data management including data modelling techniques, relational databases (i.e. SQL Server
• Verbal and written communication skills
• Presentation skills
• Business process analysis methods and techniques
• Advanced skills in MS Office Suite
• Statistics and numerical ability
• Project management skills
• Financial and Business acumen
• Business Intelligence & ROI Analyses

Key Performance Areas

• Understand Sun’s Marketing strategy and develop, align and deliver Sun International’s CRM plans that Activate, Stretch, Nurture and/or Correct customer behaviours, as well as business intelligence reporting to support decision making and achievement of business results in this regard
• Provide thought leadership, advice and consultation on Sun Internationals CRM portfolio and develop a centralised CRM framework, approach and tools to support increased customer spend and revenue generation  
• Oversee and participate in the design of reporting mechanisms which are agile and provide timely insight into business performance, identifying actionable solutions for increasing revenue. 
• Present recommendations to guide future business direction including working with the Central and unit Marketing Teams and other strategic operational teams with regards campaigns, promotions, customer demographics and behavioural trends, etc. 
• Benchmark performance statistics against competitor offering and performance insights and make recommendations to optimise results
• Initiate and monitor processes and reporting to identify customer segments in the database (per unit) that qualify to aggressively drive customer visits and/or spend based on past behaviour
• Drive the delivery of the CRM strategy on two levels – CRM Basics i.e. regular, standardised, best practise on Acquisition, Reactivation, Re-grades and Points Purge; and then on a more ‘aggressive’ level to identify strategies and tactics to proactively drive revenue on an ongoing basis, across the group. 
• Oversee and guide the timeous analyses of CRM campaigns to ensure re-iterative progress; as well as analyses on data findings and trends to identify opportunities and provide recommendations on further CRM initiatives / campaigns, working closely with unit requirements
• Collaborate with Marketing Managers iro the strategies/tactics and agree incentives
• Conduct impact analysis and ROI of all CRM activations and work in partnership with properties to ensure the effective implementation and delivery of CRM and promotional activations based on group strategy
• Monitor properties to ensure delivery against best practices in terms of hygiene, adhering to POPIA and related CRM/gaming compliance.
• Develop reporting tools in conjunction with ‘BI’ to ensure accurate analysis and ROI of all promotions, events and campaigns
• Liaise and engage with Business stakeholder iro of Xtra- Play usage to ensure no duplication of plans.
• Present and share results with the Business at monthly Financial and Business reviews.
• Influences present and future customer experiences, products and services by determining and evaluating current and future market trends.
• Elicit new business opportunities and leverage relationships to promote revenues; competitive edge and business growth
• Manage the team of CRM Analysts to optimise CRM activity in accordance with strategy.
• Supervise the delivery of the team and monitor staff conditions of employment, e.g., attendance, absenteeism, leave, adherence to policies and procedures 
• Conduct performance management with the team, including the identification of employee training needs, on the job training and coaching to close developmental gaps and build succession for a talent pipeline.
• Relationship agreements with key suppliers are built, negotiated and managed to achieve the business objectives and leverage new opportunities and joint initiatives