Head of CRM Planning & Operations

Let’s Start with the Role

The Head of CRM Planning & Operations is a strategic leadership role responsible for the planning, execution, and effectiveness of CRM campaigns that drive the P&L results across multiple markets. This role requires influencing local market CRM strategies and ensuring flawless execution through a matrix structure where day-to-day campaign plans are developed locally but require high-level guidance and alignment to global business objectives. Working closely with cross-functional teams, this role will ensure each market’s CRM plan is robust, impactful, and fully optimized for customer acquisition, retention, and profitability.

As the Head of the CRM Planning & Operations team, you will lead and manage a team of CRM Planning & Ops Campaign Specialists.  Together, you’ll work with local teams to ensure quality campaign execution and operational excellence, enabling consistent high performance and the capacity to manage planned initiatives and contingencies effectively.

1. Strategic Campaign Planning and Market Influence

• Lead the strategic development and high-level planning of CRM campaigns that align with the business’s P&L objectives across multiple markets;
• Partner with local market CRM teams to influence and guide the development of day-to-day campaign plans, ensuring alignment with overall business goals and local market requirements;
• Oversee and optimize the annual CRM calendar for all targeted and public promotions, ensuring consistency and alignment with global business strategies and revenue targets;
• Collaborate with senior stakeholders in each market to design CRM campaigns that maximize customer engagement and revenue growth, providing guidance and insights to influence campaign decisions.

2. Execution and Operational Excellence

• Ensure flawless execution of CRM campaigns across all markets by developing robust operational workflows, enforcing quality standards, and implementing contingency plans for market-specific needs;
• Directly manage a team of CRM Planning & Ops Campaign Specialists, enabling them to provide support, guidance, and high-quality execution assistance to local teams;
• Oversee campaign delivery capacity to handle demand, unexpected changes, and deliver on high-stakes initiatives within timelines and budgets;
• Develop and implement CRM operations policies and best practices to streamline workflows, reduce errors, and enhance the operational capability of the team to support diverse and complex campaigns;
• Develop and enforce CRM operations policies and procedures to drive consistency and operational efficiency;
• Oversee CRM services and product procurement processes, selecting vendors based on quality, cost, and time considerations;
• Evaluate and optimize CRM systems and tools in collaboration with other departments to improve efficiency and satisfy evolving business needs.

3. Campaign Performance Monitoring and P&L Accountability

• Actively monitor the performance and ROI of CRM campaigns across each market, working closely with local CRM teams ensuring campaigns meet targeted outcomes and P&L goals;
• Analyze campaign effectiveness and optimize based on real-time insights, identifying areas for improvement and making recommendations to adjust resources or strategies is needed;
• Work with finance and analytics teams to conduct detailed budget and performance variance analysis, enabling data-driven adjustments to maximize profitability;
• Lead continuous improvement initiatives to enhance customer retention, reactivation, and acquisition efforts by refining campaign segmentation, contact strategy, and promotional effectiveness.

4. Data and CRM Automation Initiatives

• Drive CRM automation initiatives to streamline workflows, enhance campaign relevancy, and boost customer engagement at scale;
• Lead efforts to leverage customer data more effectively, working with analytics and tech teams to refine segmentation, personalize offers, and ensure precision targeting;
• Develop strategies to improve data capture, data accuracy, and utilization of data-driven insights across CRM channels to drive more relevant customer interactions and optimize decision-making;
• Collaborate with IT and data science teams to assess, implement, and improve CRM technologies aligned with business needs.

5. Team Management and Development

• Lead, coach, and develop a team of Senior CRM Managers Planning & Ops and CRM Planning & Ops Campaign Specialists, ensuring they are equipped to meet campaign demands and support local teams effectively;
• Build the operational capacity and expertise of the team to manage campaign demands effectively, ensuring resilience and readiness for peak periods and unplanned changes;
• Oversee the recruitment, training, and personal development planning for team members to build a high-performance culture and drive excellence in CRM execution while participating in local CRM Managers recruitment and selection processes to ensure high-caliber talent that reflects the company’s values and skill needs;
• Indirectly manage and influence local CRM Managers, fostering a collaborative culture to ensure CRM campaigns and strategies align with local insights and global standards.

6. Budgeting and Financial Management

• Lead the development of annual CRM budgets, aligning key performance indicators with business revenue and profit targets;
• Monitor promotional spending, reviewing operational invoices, and overseeing CRM-related expenditures to ensure alignment with financial goals;
• Implement corrective actions and reallocation of resources based on ongoing performance analysis and forecast adjustments to maximize ROI.

7. Campaign Performance Monitoring and Analytics

• Collaborate with the CRM Segments team to manage customers effectively, refining contact strategies to optimize engagement and retention;
• Conduct in-depth analyses of consumer data, promo engagement, reward redemptions, and user experience in conjunction with local teams to pinpoint areas of improvement;
• Measure and report on CRM campaign effectiveness, providing actionable insights to refine future initiatives and enhance customer reactivation and retention efforts.

8. Cross-functional Collaboration

• Act as the primary CRM stakeholder in new market launch projects, working closely with analytics, product, and lifecycle teams to ensure CRM strategies are tailored and market-ready;
• Work collaboratively with senior leadership (Head of CRM Segments, Head of KAM, Senior Manager of Bonus Optimization) to evaluate and adjust bonus allocations, CRM systems, and project requirements;
• Facilitate open communication and a shared vision across CRM teams, maintaining alignment on goals and expectations.

What you’ll bring: 

• Experience: 10+ years in CRM management or campaign planning within a matrixed environment, preferably within the gambling or online gaming sector. Significant experience with P&L responsibility and delivering high-impact campaigns across diverse markets;
• Leadership Skills: Proven record of leading cross-functional teams, particularly in a matrixed environment, with the ability to influence without direct control;
• Technical Skills: Proficiency in CRM tools, data analysis, campaign planning, automation, and performance tracking;
• Analytical Acumen: Strong ability to interpret campaign data and financial reports to optimize CRM plans in alignment with business objectives;
• Financial Literacy: Experience in budget management, P&L analysis, and cost control within a CRM or campaign management function.