Group General Manager Customer Relationship Management (CRM) & Loyalty
CROWN - Melbourne - Full-Time
Crown is currently recruiting for the Group General Manager Customer Relationship Management (CRM) & Loyalty to provide leadership of the Crown Rewards Program including program strategy & design, customer relationship management and will be involved in end-to-end management of the program across all customers facing business functions within the organisation.
This role will cover the whole value chain including opportunity analysis, program strategy & design, lifecycle management, customer touchpoint strategic direction and creation of business rules to partner with IT on proper technology required to deliver on strategy.
The role will also review customer segment performance, ad hoc and program campaign performance reporting and ongoing- dashboard development to ensure measurement of all customer key performance indicators.
Work collaboratively to deliver business insights and provide recommendations on Marketing & Customer strategy to deliver safe and responsible entertainment.
Some responsibilities of the role will include, but are not limited to:
- Redesign Crowns Customer Rewards programs across the group including Crown Rewards, Crown Direct and subsidiary company rewards programs
- Create the best-in-class marketing practices to deliver safe and responsible marketing and loyalty program to customers.
- Build a program for the future that incorporates non-gaming and gaming customers, builds customer loyalty, and grows the database with strict focus on customer value proposition.
- Develop and deliver a member life cycle management strategy, including acquisition, maintenance, and reactivation with a focus on customer health.
- Lead the design and development of all Customer, Lifecycle marketing visitation and Loyalty program reporting and deep dive analytics.
- In partnership with IT, create business rules to determine technology path forward.
To be successful in this role, you will need:
- Strong experience and understanding of direct marketing & loyalty modelling and segmentation practices, program financial analysis & customer value creating in an integrated resort environment.
- Proven history in Loyalty marketing, managing significant customer bases with a record of program growth and financial returns to the business.
- 8 years+ proven experience in a role responsible for translating complex analysis into strategy.
- Experience managing a team and projects and partnering with senior stakeholders to manage priorities and deliver outcomes.
- Extensive knowledge of integrated resorts or a similar operation and an understanding or Casino and Hospitality industry.
- Tertiary qualifications Business, Mathematics, Statistics, Finance, Economics, or related discipline – desirable.
What we offer you:
- Complimentary meals at our on-site staff restaurant and café
- Generous discounts across Crown hotels and restaurants Australia wide
- Reduced parking rates at nearby, secure parking locations
- Flexible working and paid parental leave
- Access to discounts with our various corporate partners across travel, insurance, heath & wellbeing, fashion, banking & finance, technology, parking
Applications close: Friday 17th March 2023
As part of Crown’s workplace inclusion and diversity. strategy, we strongly encourage applications across all cultural backgrounds, genders, and abilities.