A bit about the role
The CRM Analyst supports the delivery and optimisation of targeted CRM campaigns by defining player audiences, developing campaign‑ready data and analysing campaign performance.
The role works closely with CRM Data, Decisioning and Governance teams to ensure audience selections are accurate, compliant, and informed by player behaviour and insight.
What you’ll be doing
- Defining and creating player audiences to support targeted CRM campaign
- Developing new data fields and aggregations to support campaign selection requirements
- Analysing campaign performance and interpreting results from dashboards and reports
- Making data‑led recommendations to improve future CRM targeting and campaign effectiveness
- Supporting the CRM team to identify opportunities to optimise the data available in the CRM platform
- Automating reporting outputs where possible and contributing to the evolution of dashboard
- Supporting campaign governance by validating audience selections and ensuring data accuracy
- Ensuring participant protection principles are adhered to in all targeting activity
- Building strong working relationships with stakeholders across CRM, Digital and Governance teams
What experience we’re looking for
- Experience working with data in an analytics, marketing or campaign environment, or a higher‑level qualification in a relevant field
- Working knowledge of SQL or similar analytical / programming languages
- Experience analysing quantitative datasets and translating findings into actionable recommendationsAbility to work independently in a deadline‑driven environment while managing multiple tasks
- Strong problem‑solving skills and attention to detail
- Ability to quickly learn new tools, systems and business processes
- Experience supporting CRM or digital marketing campaigns is desirable
- Strong communication skills and ability to collaborate with cross‑functional stakeholders
Key Measures of Success
- Commercial impact of campaigns
- Delivery of accurate, compliant and campaign‑ready player audiences
- Quality and usability of data fields and aggregations created for CRM use
- Actionable insight and recommendations provided through campaign analysis
- Adherence to governance and participant protection requirements
- Positive stakeholder feedback on data accuracy, insight and support provided
Benefits
- Company Bonus Scheme
- Matched pension contributions up to 8.5%
- 26 days annual leave + 2 Life Days (and bank holidays)
- Single Private Health Cover
- Complimentary Private Medical
- Income Protection
- Flexible Benefits – EV Scheme, Money Coach, Will Writing, Mortgage Advice, Dental and Eye Care Schemes
- Enhanced Family Leave (Maternity, Paternity, Adoption)
- Wellness Allowance £500
- Employee Assistance Programme
- Discounted Health Assessments
- Volunteering Days
- Matched Funding
We are a Disability Confident Leader which means we’ve taken proactive steps to ensure our workplace is accessible and inclusive for disabled and neurodivergent colleagues and candidates. As part of this we offer an interview to disabled applicants who meet the essential requirements of the job. If you need any assistance or adjustments to this job description or in the application process, please contact a member of the talent team at careers@allwyn.co.uk and we’ll be happy to help.
CRM Analyst in Watford employer: Allwyn UK
Allwyn UK in Watford is an excellent employer, offering a dynamic work culture that prioritises innovation and collaboration within the national lottery sector. Employees benefit from a competitive bonus scheme, matched pension contributions, and ample opportunities for professional growth, making it a rewarding place to advance your career in security testing.
