CRM Executive in Manchester

From humble beginnings on the shop floor to becoming a world-renowned bookmaker, Betfred has been on a remarkable journey and we want you to be part of this fantastic innovative business. Established in Salford, Manchester, 1967... we started with a clear and simple vision: to provide the ultimate betting experience for our customers. Today we have evolved and pride ourselves in delivering unparalleled entertainment experiences worldwide.

Whilst a lot has changed over the years, we have always stayed true to our roots. Our story started in retail and while it remains the heart of our business, we have also embraced the digital landscape. With over 1,000 shops we continue to play a vital role in local communities across the UK while expanding our presence online.

Role Summary

Plan, execute and optimise CRM campaigns, customer journeys and lifecycle programmes across the customer lifecycle. Use customer insight, segmentation and testing to deliver personalised experiences that drive engagement, retention, customer value and commercial performance. Working closely with Lifecycle Managers and cross-functional teams, identify opportunities to improve customer outcomes through data-led optimisation, automation and continuous improvement.

Key Responsibilities

CRM Campaign Delivery

• Create and execute marketing plans aligned to key sporting events, player activity triggers and seasonal opportunities.
• Build, execute and optimise CRM campaigns and customer journeys across multiple lifecycle stages.
• Configure behavioural triggers, audience rules, personalisation and automation workflows.
• Ensure campaigns are delivered accurately, on time and in line with agreed priorities.
• Support the delivery of event-led, behavioural and promotional campaigns.
• Monitor customer journeys and identify opportunities to improve customer experience and commercial performance.

Lifecycle Programme & Journey Management

• Manage and evolve the execution of lifecycle programmes designed to increase engagement, retention, reactivation and customer value.
• Apply promotional budgets effectively, ensuring campaigns deliver value and meet performance targets.
• Use customer insight and behavioural data to identify opportunities for upsell, cross-sell and loyalty engagement.
• Support lifecycle planning and provide optimisation recommendations
• Optimise and evolve lifecycle journeys and customer contact strategies across products and customer segments.
• Prepare campaigns for deployment by validating audiences, assets, personalisation, promotional fulfilment, approvals and campaign logic before launch.
• Support product-specific CRM activity across the wider product portfolio.
• Help maintain campaign calendars and workflow plans.

Segmentation, Testing & Optimisation

• Build and validate campaign audiences using agreed segmentation frameworks.
• Apply behavioural targeting, eligibility criteria and suppression rules.
• Monitor campaign effectiveness against agreed KPIs.
• Support A/B and multivariate testing programmes.
• Identify opportunities to improve campaign performance through audience, offer, content, timing and channel optimisation.
• Document learnings and share recommendations.

Campaign Performance & Insight

• Analyse engagement, conversion, retention and value metrics.
• Monitor customer behaviour and campaign performance trends.
• Produce regular performance reporting and actionable recommendations.
• Support the use of predictive models, propensity scores and customer insights where appropriate.

Cross-functional Delivery

• Work closely with Content, Promotions and CRM Optimisation to deliver high-quality customer experiences.
• Work with the Content team to ensure approved messaging and creative assets are correctly implemented.
• Work with the Promotions team to execute promotional fulfilment and customer incentives.
• Collaborate with Marketing Operations to support campaign deployment and technical implementation.
• Coordinate campaign assets, promotional fulfilment, stakeholder approvals and deployment activities.
• Build effective relationships across the wider Customer Marketing function.

Governance & Quality

• Ensure campaigns comply with regulatory, governance and data protection requirements.
• Conduct campaign QA and validation checks.
• Maintain accurate campaign documentation.
• Escalate delivery risks or customer-impacting issues promptly.

We are dedicated to promoting safer gambling practices to ensure a responsible and enjoyable experience for all our customers. We prioritise player safety and well-being, providing resources and support for those who may need assistance. Our commitment to responsible gambling is integral to our operations, and we actively promote awareness and education to help our customers make informed decisions. Together, we can create a safer gambling environment for everyone.

Measures of Success

• Timely and accurate campaign delivery.
• Improvement in customer engagement and retention metrics.
• Delivery against lifecycle KPIs.
• Positive contribution to customer retention & value growth.
• Successful implementation of testing activity.
• Quality, compliance and governance standards maintained.
• Identification and implementation of optimisation opportunities.
• Positive stakeholder feedback.

Essential Requirements

• 1+ years CRM or customer marketing experience.
• Experience delivering CRM campaigns.
• Experience using CRM platforms (Optimove or similar).
• Good understanding of customer segmentation.
• Strong analytical skills.
• Excellent organisational skills.
• Strong attention to detail.
• Excellent communication skills.

Desirable Requirements

• Experience working in a regulated industry.

What’s next?

If you think you’re a great fit for the role, and you want to be a part of the Betfred story, click ‘Apply’ and we will be in touch once we’ve reviewed your application.

At Betfred we are committed to promoting equality, diversity, and inclusion (EDI) in our workplace. We believe that a diverse workforce drives innovation and enhances our success. We welcome applications from individuals of all backgrounds, identities, and experiences.

If you require reasonable adjustments during the recruitment process or have specific needs, please let us know, and we will be happy to accommodate you. Join us in creating an inclusive environment where everyone can thrive.