Deputy Head of Sports CRM
As Deputy Head of Sports CRM, you will work closely with the Head of Sports CRM to support the delivery of the CRM strategy across the global Sports business. You will oversee the day-to-day running of the Sports CRM department and provide leadership to CRM Coordinators, Country Leads, and Managers to ensure a high-quality customer experience. The company is seeking a strategic and collaborative CRM leader to support the Head of Sports CRM in driving team development, operational excellence, and customer growth. In this role, you will oversee the delivery of CRM roadmaps across the customer lifecycle, with responsibility for reducing churn, increasing yield, and improving customer satisfaction through relevant, personalised, and cost-effective communications. You will work closely with stakeholders across Gaming CRM, Product, Trading, Operations, and Marketing to shape customer journeys, optimise campaign performance, support product launches, and champion a data-driven, test-and-learn culture.
- Supporting the Head of Sports CRM in leading and developing the team, fostering a culture of innovation to meet growth objectives.
- Executing strategic CRM roadmaps and lifecycle management, including onboarding, retention, and reactivation, to reduce churn and increase yield.
- Enhancing customer satisfaction by ensuring promotions and user journeys are relevant, cost-effective, and aligned with broader marketing initiatives.
- Overseeing customer segmentation strategies to tailor initiatives and drive personalisation across diverse customer groups.
- Collaborating with cross-functional partners, including Trading, Product, and Gaming CRM, to ensure a unified approach to customer engagement.
- Managing customer communications across multiple channels, ensuring optimal use of marketing tools and keeping up-to-date with product developments to support key launches.
- Analysing and optimising CRM campaign performance, reporting on A/B tests and key metrics such as retention and customer lifetime value.
- Championing a data-driven culture by adopting a robust test-and-learn approach and applying insights to future campaigns.
- Acting as a key point of contact for stakeholders, ensuring plans are executed effectively and customer experience touchpoints are prioritised.
- Ensuring all CRM materials reflect brand values and strictly adhere to local regulatory and advertising standards.
- Significant experience in CRM within the online sports sector (required).
- Proven track record of managing, mentoring, and developing high-performing teams (required).
- Strong analytical skills with the ability to interpret data and drive actionable, operational insights (required).
- Excellent communication and interpersonal skills, with the ability to engage and influence stakeholders at all levels (required).
- Strong operational mindset with a customer-centric approach to decision-making (required).
- Solid understanding of regulatory requirements and best practices in the sports industry (required).
bet365 is one of the world's leading online gambling companies, founded in 2000 by Denise Coates CBE. The company employs over 9,000 people and serves more than 100 million customers in 27 languages, with a market-leading position built on its In-Play betting product. It offers betting across 96 sports and hundreds of thousands of streaming events, handling millions of requests and bets at peak times. Headquartered in Stoke-on-Trent, England, bet365 is known for its software innovation and continues to develop its online betting and gaming platform.