CRM Specialist at Sun International

Job Description

• The CRM Specialist is responsible for independently designing, executing and optimising multi-channel CRM campaigns, customer lifecycle journeys and loyalty initiatives across SunBet’s online gaming and sports betting environment.
• The role uses customer data, segmentation, personalisation, A/B testing and continuous improvement methodologies to drive engagement, retention and customer lifetime value.
• Working across CRM platforms and channels including email, SMS, push, in-app messaging and gamification, the specialist will optimise customer journeys, loyalty and bonus programmes while ensuring campaigns are accurate, compliant and aligned to broader marketing and commercial objectives.

Core behavioural & Technical / proficiency competencies

Behavioural

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

Technical

• CRM Campaign Management
• Customer Lifecycle Management
• CRM Platform Management
• Multi-channel Campaign Execution
• Customer Segmentation & Personalisation
• Loyalty Programme Optimisation
• Bonus & Promotion Management
• Marketing Automation
• CRM Platform Configuration
• Player Account Management (PAM) Systems
• Data Analysis – SQL, Excel & BI Tools
• A/B Testing & Experimentation
• Email Marketing & HTML
• Push, SMS & In-App Communications
• Gamification
• Customer Retention & Win-back Strategies
• Campaign Performance Analytics
• Dynamic Content & Personalisation
• Campaign Quality Assurance
• Data Privacy & Governance
• Project Management

The profile specifically requires expertise across leading CRM platforms such as Optimove, XtremePush, Salesforce Marketing Cloud, HubSpot or Braze, together with bonus and promotion management, PAM knowledge, marketing automation, SQL/data analysis and experimentation.

Job Requirements

Qualifications

• Bachelor’s Degree in Marketing, Business, Data Analytics or a related field
• Certification in a leading CRM platform, e.g. Optimove, XtremePush, Salesforce Marketing Cloud, HubSpot or Braze
• Certification in Marketing Automation or Digital Marketing
• Google Analytics Individual Qualification (GAIQ)
• SQL certification or demonstrated SQL proficiency
• Project Management certification, e.g. CAPM – advantageous.

Experience

• 5–8 years’ experience in CRM and marketing within an online gaming / sports betting environment
• Experience designing and executing multi-channel CRM campaigns
• Experience managing customer lifecycle journeys, including onboarding, retention and win-back
• Experience with customer segmentation and personalisation
• Experience analysing CRM and customer data
• Experience with A/B testing and campaign optimisation
• Experience managing and configuring CRM platforms
• Experience with loyalty, bonus and promotional mechanics
• Digital, direct marketing and analytics experience is advantageous.

Key Areas of Responsibility

• Design, configure and execute multi-channel CRM campaigns aligned to marketing and commercial objectives.
• Deploy campaigns across email, SMS, push notifications, in-app messaging and gamification.
• Develop and optimise customer lifecycle journeys across onboarding, retention and win-back.
• Analyse customer data and create targeted segments for personalised campaigns.
• Design and execute A/B tests to optimise content, timing, channels and customer response.
• Monitor campaign performance and translate results into actionable recommendations.
• Manage CRM platform configuration, data integrity and integration with supporting marketing technologies.
• Partner with Marketing, Sales, Sports and Casino Product teams to deliver aligned CRM initiatives.
• Create and optimise email templates, landing pages and other CRM assets.
• Implement dynamic content and personalisation strategies.
• Conduct campaign QA prior to deployment.
• Ensure CRM activities comply with POPIA and other applicable data privacy and governance requirements.
• Diagnose CRM campaign and platform issues and escalate complex technical matters where required.
• Optimise SunBet's loyalty and bonus programmes, including personalised and tier-based rewards, to increase repeat engagement and player lifetime value while reducing churn.