CRM Specialist: Loyalty at Sun International

Job Description

• The CRM Specialist: Loyalty is responsible for the end-to-end operational management and optimisation of SunBet’s MVG loyalty programme, ensuring an engaging and rewarding experience for players across the online gaming and sports betting environment.
• The role manages loyalty programme mechanics including points accrual, tier structures, benefits and rewards, while using CRM technology, player data and multi-channel communications to drive engagement, retention and lifetime value.
• The specialist will also analyse loyalty performance, segment player audiences, optimise communications through testing and ensure the programme operates accurately and in line with commercial and regulatory requirements.

Core behavioural & Technical / proficiency competencies:

Behavioural:

• Continuous Improvement
• Integrity
• Teamwork
• Collaboration
• Transparency
• Adaptability
• Problem-Solving
• Customer Centricity
• Lifelong Learning
• Respect for Diversity

Technical:

• Loyalty Programme & Rewards Management
• CRM & Loyalty Platform Management
• Loyalty Accrual & Tier Management
• XtremePush or Comparable Multi-channel CRM Platforms
• Player Account Management (PAM) Systems
• Bonus & Reward Structuring
• Customer Segmentation & Personalisation
• Data Analysis – SQL, Excel & BI Tools
• Email, SMS & Push Marketing
• A/B Testing & Experimentation
• Loyalty Performance & Retention Analytics
• Multi-channel Campaign Deployment
• Marketing Automation
• Project Management
• Customer Relationship Management
• Digital & AI-enabled Marketing Tools
• Gaming Regulatory & Data Compliance

Job Requirements

Requirements

Qualifications:

• Relevant Bachelor’s Degree / Advanced Diploma (NQF 7) in Marketing, Business, Data Analytics or a related field [Required]
• Certification in Marketing Automation or Digital Marketing [Required]
• Google Analytics Individual Qualification (GAIQ) [Required]
• Project Management certification, e.g. CAPM [Required]

Experience:

• 3–5 years’ experience in CRM loyalty and digital marketing
• Experience in loyalty programme administration, including accrual, tiering and redemption
• Exposure to online gaming and sports betting environments
• Experience managing or supporting CRM/loyalty platforms
• Experience building and deploying multi-channel customer communications
• Experience using customer data and segmentation to personalise communications
• Experience monitoring loyalty performance, including redemption, retention and tier movement