CRM Executive

Role Purpose 

The CRM Executive is an important member of the Customer Relationship Management function, supporting the delivery of customer communications and lifecycle campaigns across all commercial gaming brands. Reporting to the CRM Manager, the CRM Executive focuses on the hands-on setup, execution, and monitoring of CRM activity, helping to enhance customer engagement, retention, and overall player experience.  

This role is execution-driven, with a strong emphasis on accuracy, campaign building, and day-to-day coordination. The CRM Executive will work closely with the CRM Manager to follow established strategies, implement campaign briefs, and ensure communications are delivered on time and to the required standard. The role requires good analytical thinking, strong attention to detail, and the ability to handle multiple tasks in a fast-paced environment.  

The CRM Executive collaborates with Marketing, Product, BI, and Customer Operations teams to ensure that messaging, targeting, and delivery are aligned with commercial objectives and regulatory requirements.  

Key Responsibilities 

1. Campaign Execution 

• Build and schedule CRM campaigns across channels such as email, SMS, push notifications, inbox messages, and onsite communications. 
• Follow campaign briefs and guidelines provided by the CRM Manager. 
• Prepare and upload creative assets and copy, ensuring campaigns are accurate and consistent. 
• Conduct QA checks and testing to ensure correct targeting, links, and delivery settings. 

2. Segmentation & Targeting Support 

• Create and maintain player segments using established segmentation rules. 
• Apply personalisation and targeting logic as directed by the CRM Manager. 
• Ensure campaign lists, filters, and data tags are kept up to date across CRM platforms.  

3. Performance Monitoring 

• Track daily engagement metrics such as open rates, CTRs, and conversions. 
• Highlight any unusual trends or issues to the CRM Manager promptly. 
• Assist in running A/B tests and recording results for future optimisation.  

4. Cross-Functional Coordination 

• Coordinate with Marketing to ensure creative assets meet the required standards. 
• Work with BI/Data teams to verify audience accuracy and reporting needs. 
• Support Product and Customer Operations teams on CRM-driven promotions and updates. 
• Provide clear status updates on campaign progress during team check-ins.  

5. CRM Tools & Process Support 

• Use CRM platforms such as Fastrack, Optimove, and Xtremepush to build and deploy campaigns. 
• Maintain templates, naming conventions, and scheduling rules according to CRM guidelines. 
• Assist in refining CRM processes and improving day-to-day operational efficiency.  

Skills Required  

• Experience in CRM, lifecycle marketing, or digital marketing within a fast-paced environment. 
• Basic understanding of customer segmentation and CRM analytics. 
• Strong attention to detail with a high level of accuracy in campaign execution. 
• Ability to manage multiple tasks and deadlines while following direction from the CRM Manager. 
• Good communication and collaboration skills across teams. 
• Familiarity with CRM platforms such as Fastrack, Optimove, or Xtremepush is an advantage. 
• Comfortable working with campaign data and performance metrics.  

Qualifications  

• 1–2 years of experience in CRM, digital marketing, or customer engagement roles (gaming industry preferred but not essential). 
• Understanding of customer journeys, communication channels, and CRM principles. 
• Good analytical skills and an interest in data-driven marketing. 
• Strong written and verbal English communication skills.