Personalisation Manager

The Personalisation Manager is positioned within the CRM Team and reporting to the Head of CRM & personalisation. This exciting role will be pivotal to deliver company vision and strategy with customer centric approach and will work to drive further development and the evolution of this workstream’s capabilities by ensuring individual customers and segments are receiving the appropriate content at the right time in their lifecycle. Working closely with the Commercial, CRM, Analytics, and Op teams, as well as other Stakeholders, the Personalisation Manager will build and embed the onsite personalisation and optimisation methodology and strategy across YSI brands. This role will focus on assisting the business meet and exceed its revenue targets and KPI’s by increasing Life value, active player days, promotional uptake and other Next Best Action activities whilst customers are onsite.

• →Be the SME on our current in-house personalization capabilities and work with the Product team on existing and new front end and CMS-based initiatives that will evolve this into an Industry Leading function.
• →Create a roadmap of Onsite Personalisations and AB/MVT testing initiatives that are aligned with the business objectives, agreed with the Commercial teams and ensure these are launched successfully.
• →Own real time messaging, A/B testing and AI based personalisation for on-site and marketing channels (Email, SMS, Push, Broadcasts) including strategy, planning and development of the tools.
• →Identify pain points within the user journeys using web analytics and transactional data, ideate improvements, prepare briefs to product teams and manage priorities of Personalisation dev and QA team.
• →Embed Digital Personalisation within Omnichannel journeys, helping the Business to create the most advanced and engaging experiences, including implementation of AI based personalisation.
• →Work with the Commercial Heads to plan and execute funnel testing and personalisation experience that will optimise all conversion and retention metrics for our brands
• →Working with our Data Analysts to understand the impact of our efforts and tweak as and when necessary to develop a Personalisation dashboard to track success of ongoing personalisation experiences, maintain the tracking of the strategic projects.
• →Producing high quality reporting as well as accurate and engaging presentations to various audiences ranging from the wider business, internal stakeholders to Exec Level.
• →Keeping track of the wider industry practices and trends within the personalisation and AB/MVT space to ensure we are ahead of our competitors.

• Strong expertise across a digital marketing landscape with a wealth of hands on personalisation and AB/MVT testing experience.
• Hands-on knowledge and experience in marketing technologies and methodologies: CMS, CRM, Personalisation and content/asset management.
• Deep understanding of user journeys, Casino product and commercial KPIs.
• Ability and motivation to identify new opportunities and drive impactful change.
• Experience developing a customer centric strategy and translating this into delivery.
• Building successful relationships with a wide range of internal stakeholders and external partners.
• A creative and energetic team player who has a passion for personalisation & data.
• Self-motivated and proactive, with demonstrated creative and critical thinking capabilities.
• Knowledge of web analytics tools (including Google analytics & Looker).
• Experience with AI based recommendation engines in gaming will give an advantage.