CRM Operations Executive

ENGINEERINGUK; Watford; On-site; GBP 60,000 - 80,000

Job description

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Sector: Technology
Role: Executive
Contract Type: Permanent
Hours: Full Time

Join our journey to create a new experience for the National Lottery and help us to power change for the greater good.

ABOUT US:
We are Allwyn UK, part of the Allwyn Entertainment Group - a multi-national lottery operator with a market-leading presence in Austria, the Czech Republic, Greece, Cyprus and Italy. We have been officially awarded the Fourth Licence (10 year licence) to operate the National Lottery starting February 2024.
We've developed ground-breaking technologies, built player protection frameworks, and have a proven track record of making lotteries better. Our aim is to create one of the UK's most inclusive organisations - where people can bring the best of themselves, to do their best work, every day, for the benefit of good causes.
While the main contribution of the National Lottery to society is through the funds to good causes, at Allwyn we put our purpose and values at the heart of everything we do. Join us as we embark on a once-in-a-lifetime, large-scale transformation journey to build a bigger, better, and safer National Lottery that delivers more money to good causes.

ROLE PURPOSE:

• Ensure that all outbound owned player-facing communications sent via The National Lottery's suite of email, app push and interstitials are correctly built and achieve full send.
• Support the business in achieving its business objectives through numerous manual and automated campaigns.
• Deliver personalised promotional offers, crediting and fulfilment.
• Adhere to a complex mix of legal, regulatory and internal compliance guidelines.

ROLE RESPONSIBILITIES:

• Contribute to formation of a campaign plan that delivers on Digital objectives and strategies.
• Work with internal and external teams on specific campaign objectives to achieve stated KPIs.
• Work with the CRM Decisioning team to ensure that campaign targeting and reporting is informed by relevant channel/player insights and that appropriate targeted data is available to fulfil all campaigns.
• Manage the targeting and distribution of specific campaigns, working with the campaign broadcast tool.
• Ensure tracking is in place to measure effectiveness of campaigns.
• Work with the CRM Decisioning team to ensure timely and accurate campaign analysis and reporting.
• Work with the wider Digital Factory to ensure that website content and functionality supports campaign objectives - converting players, encouraging repeat visits and maximising customer value.
• Ensure that all campaigns adhere to the highest standards included in the Allwyn advertising code, player protection guidelines, Data Protection Act, lottery licence requirements and technical security guidelines.
• Work with the IT and Contact Centre team to communicate the campaign plan, to ensure opportunities to maximise player frequency and value are realised and to inform resource decisions.
• Design, build and deliver all outbound owned marketing campaigns including email, app push, automated journeys and interstitials.
• Proofread emails for clarity, grammar and spelling.
• Ensure mobile-friendly email templates and accessibility guidelines are met.
• Upgrade our email templates using graphics, personalization and advanced features.
• Ensure prompt and accurate communication with all stakeholders for monitoring purposes.
• Work with CRM Decisioning team to ensure correct targeting of outbound campaigns.
• Analyse email campaign performance and suggest improvements in relation to deliverability and reputation.
• Ensure emails follow industry policies and best practices inclusive of deliverability and reputation management.
• Develop and implement CRM campaigns and automated lifecycle programmes that drive user engagement and improve conversion and retention.
• Ownership of the production of all day-to-day multi-channel communications, covering planning and execution through to delivery.
• Develop and pioneer the use of new technologies to contact the user base.
• Create and develop a test and learn plan to optimise The National Lottery's outbound capabilities.

KEY SKILLS AND EXPERIENCE:

• Knowledge of direct marketing and customer retention principles.
• Knowledge of database marketing and/or using a campaign broadcast tool to set-up and execute campaigns.
• Practical knowledge of online marketing.
• Ability to plan and organise own workload, with the strong attention to detail necessary to ensure campaigns are executed thoroughly and competently.
• Proven work experience as an Email Marketing Manager or Digital Marketing Specialist.
• Hands-on experience with HTML and content management systems.
• Proficiency in marketing automation technology.
• Familiarity with analytical and database tools.
• Excellent written communication and copywriting skills.
• Strong project management skills and an ability to work under tight deadlines.
• Prior experience with CRM and Outbound marketing tools, Salesforce Marketing Cloud a strong plus.

OUR GOAL IS TO CREATE ONE OF THE UK'S MOST INCLUSIVE ORGANISATIONS - WHERE PEOPLE CAN BRING THE BEST OF THEMSELVES, TO DO THEIR BEST WORK, EVERY DAY, FOR THE BENEFIT OF GOOD CAUSES. Allwyn is an Equal Opportunity Employer which prides itself in being diverse and inclusive. We do not tolerate discrimination, harassment, or victimisation in the workplace. All employment decisions at Allwyn are based on the business needs, the job requirements, and the individual qualifications. Allwyn encourages applications from individuals regardless of age, disability (visible or hidden), sex, gender reassignment, sexual orientation, pregnancy and maternity, race, religion or belief and marriage and civil partnerships.

Company

Our vision is to grow the National Lottery responsibly, making it bigger, better and safer for all, with more to good causes.

Bigger because we will significantly increase Good Causes contributions by the end of the Fourth Licence through responsible growth of people playing.

Better because we will modernise technology and operations, refresh games and support shops while improving the use of data and digital.

Safer because participant protection underpins everything we do.

What is unique about us?

Our preparations to transform the National Lottery will be a once-in-a-lifetime type of project in the lottery industry, anywhere in the world. Join our journey to create a new experience for the National Lottery and help us to power change for the greater good.

Our approach

In Allwyn, the National Lottery will have an operator that has social value at its heart. We will raise more funding for Good Causes, while running our own business in an environmentally and socially responsible way. That’s why we have committed to an ambitious Social Value framework, which is woven into the way we do business. We believe that lotteries must serve everyone across society, not just those who play. So whether as an employee, a supplier, a retailer or any of the stakeholders that we interact with, we will be powering good across the UK.

Come and help us shape what the future of the National Lottery could look like.

Media Clips

“I became an amputee in 2021 and I struggled to find my place back in the working world until Allwyn welcomed me with open arms. They have always focused on what I bring to the table and it is apparent that my disability is not what defines me within the company, but my skill. Allwyn has a noticeable strong focus on accessibility and inclusion, which makes me feel seen and like I have found a permanent home for my career.” Lorna Jeanes, Transition Co-ordinator.

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