CRM Manager

About Kindred

Over the last 20 years, Kindred Group has brought together 9 brands, which together form one of the largest online gambling companies globally. With so many proud achievements to look back on, our future goal is simple – to be the number one operator across all our markets.



As a listed and regulated company, Kindred Group pays great attention to player safety and sustainability. Our purpose is to transform gambling by being a trusted source of entertainment that contributes positively to society. Our goal is that 0% of revenue is derived from harmful gambling.



About the role

As CRM Manager, you'd be the guardian of the customer perspective in your market(s), understanding their motivations, needs, building insights and integrating them into a comprehensive multichannel communication strategy. Using your expertise you'll engage the customer, address our product aspirations and maximise retention, engagement, customer satisfaction and customer ARPU. 



The CRM Manager acts as a customer champion in the process of strategy and communication development along with the product marketing, data strategy, country and brand teams.



The CRM Manager at Kindred is tasked with progressively driving sophistication in the communications strategy by identifying relevant segments and moments of truth, developing and testing campaigns, promotions and offers through a rigorous ‘test and learn' process.



What you'll be doing

  • Develop a comprehensive customer communication strategy for the assigned market and tailored to the brand/product/customer designed to achieve the business objective
  • Initiate the requirement and manage the development process of global creative that has a laser focus on the customer insight and delivers customer engagement and response
  • Lead on-going segmentation of the customer base in the market to identify insights and target customer segments with specific campaigns
  • Work closely with Product Marketing team to prioritise campaigns and offers from a customer perspective and ensure that communication strategy also best delivers their objectives and expectations
  • Develop and deliver local, personalised and targeted campaigns using relevant customer channels such as onsite messaging, email, SMS, push notifications and Social Media.
  • Develop campaigns based on specific customer profile, behavioural or events and continually optimise through a test and learn approach
  • Work closely with the CX team and the data team to initiate research projects, both qualitative and quantitative, to uncover customer insight
  • Deploy the promotion budget profitably through robust planning, execution and analysis,
  • Analyse historical revenue performance and forecast future program performance.
  • Support triggered email program tests, including test setup, validation, and review
  • Ensure that the campaign execution and delivery is completed as per plan and all the relevant stakeholders are informed of the volumes, performance and outcomes
  • Monitor and champion adoption best practice in communication for the assigned market in the industry and wider consumer marketing
  • Do a comprehensive promotion/campaign analysis on a monthly basis and present to the key stakeholders



About you

  • Strategic direct marketing thinker with a proven ability to innovate, implement and optimise
  • Proven track record of being able to develop and implement a campaign strategy based on an understanding of the customer needs and customer profile
  • An ability to extract customer insight from data ,great organisation, planning and prioritization skills, with strong attention to detail
  • Strong experience of of implementing, driving and managing complex multi-channel campaigns.
  • Reporting and analytical skills required.
  • Proactivity and ability to collaborate
  • Understanding of Kindred Group's  brands and product portfolio
  • Educated to degree level, marketing qualification would be preferred
  • Understanding of Kindred's product portfolio and its customers
  • Experience within the online gaming sector and strong interest in its product offering is desirable
  • Strong communication skill, with an ability to communicate with the senior leadership team



Application process

Click on the "Apply Now" button and complete the short web form. Please add a covering letter in English to let us know your motivation for applying and your salary expectation. Our Talent Acquisition team will be in touch soon.



Kindred is an equal opportunities employer committed to employing a diverse workforce and an inclusive culture. As such we oppose all forms of discrimination in the workplace. We create equal opportunities for all our applicants and will treat people equally regardless of and not limited to, gender, age, disability, race, sexual orientation. We are committed not only to our legal obligations but also to the positive promotion that equal opportunities bring to our operations as set out in our sustainability framework.




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Kindred House, 17-25 Hartfield Road, Wimbledon, London, United Kingdom, SW19 3SE
  • Office:
    London, Malta
  • Type of Employment:
    Full Time Permanent
  • Reference Number:
25 Days Holiday
Private Medical
Wellbeing Allowance
Maternity/Paternity leave
Eye test
3 days CSR leave
Anniversary awards
Travel loan
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