Retention and Marketing Specialist at LulaBet

Job Overview:

• The Retention and Marketing Specialist will be integral to our marketing team, focusing on customer retention strategies and executing targeted, high-impact direct marketing campaigns.
• This role combines technical acumen with campaign strategy, content management, and audience insights to maximize customer engagement, drive loyalty, and improve retention.
• You will work across multiple digital channels, including email, SMS, in-app notifications, and web content, ensuring cohesive and compelling customer experiences that support our brand.

Key Responsibilities:

Direct Marketing Strategy and Execution:

• Assist in driving the direct marketing strategy with a focus on retention across SMS, email, and other digital platforms.
• Develop and implement targeted marketing campaigns based on customer insights and behavioural data to maximize engagement and retention.
• Set up, test, and execute marketing campaigns end-to-end, working closely with design and content teams for seamless execution.
• Create, configure, and optimize landing pages tailored for specific promotions or customer segments to ensure high conversion rates.

Campaign Management and Content Coordination:

• Brief designers and copywriters with detailed requirements for campaign assets, including visuals, email templates, and messaging.
• Review and approve creative content to ensure brand consistency and campaign alignment with marketing objectives.
• Manage schedules for external communications and ensure timely delivery across all platforms.
• Ensure high standards of proofreading, layout, and copy, maintaining brand voice and messaging across all communications.
• Reporting skills to analyze metrics such as bonus reports, setting up customer journeys within the CRM system, and evaluating outcomes.

Audience Segmentation and Database Management:

• Conduct research and audience segmentation to create targeted marketing lists from the gaming database, based on customer behaviour and preferences.
• Collaborate with data and analytics teams to identify trends, customer segments, and engagement patterns to inform retention strategies.
• Regularly perform competitor analysis to understand industry trends, identify opportunities, and maintain a competitive edge in direct marketing efforts.

Technical Setup and Testing of Campaigns and Promotions:

• Configure and test digital promotions and campaigns to ensure proper functionality and a seamless customer experience.
• Use back-office tools to update and manage website content, ensuring accurate and timely promotions on all client-facing websites.
• Conduct quality assurance (QA) testing on campaigns to identify and resolve any technical issues prior to launch.

General Marketing:

• Ensuring time sheets are up to date.
• CS Staff are kept up to date with promotions, etc.

Qualifications

Essential Skills and Qualifications:

Education: 

• Matric / Grade 12

Experience:

• Minimum of 3 years in a technical marketing position, with experience in I-gaming or casino industries highly preferred.
• Familiarity with digital marketing platforms and bulk mailing tools (e.g., Everlytics, Sendgrid, Mailchimp).
• Familiar with Optimove or similar CDP’s
• Experience with HTML for creating and editing email templates.
• Experience with landing page tools (e.g., Landingi or similar).

Technical Skills:

• Advanced proficiency in Microsoft Office
• Comfortable with CRM and back-office systems, including familiarity with customer segmentation and list management.
• Basic HTML skills for setting up and modifying marketing templates.

Soft Skills:

• Excellent verbal and written communication skills for clear and persuasive campaign messaging.
• Strong organizational skills with the ability to manage multiple projects, meet deadlines, and adjust priorities in a fast-paced environment.
• Self-motivated with a proven ability to work both independently and collaboratively within a team.
• Attention to detail is a must.