CRM Executive

at  Horse Racing Ireland

Horse Racing Ireland (HRI) is a commercial semi-state body whose mission is to develop and promote Ireland as a world centre of excellence for horse racing and breeding. Our people and their passion for what they do is at the heart of our core values.
Core Values: Respect, Ambition, Empowerment, Excellence, Integrity, Pride & Passion.
Competencies: Customer Focus, Developing Self, Energy & Pace, Innovation & Change, Leadership, Team.
Reporting to: Insights Manager

JOB SUMMARY:

We are seeking a dynamic and detail-oriented CRM Executive to join our team on a permanent basis. The successful candidate will play a crucial role in supporting our CRM and Insights team, driving eCRM strategy, and enhancing customer engagement for HRI Marketing & HRI Racecourses. This role involves data analysis, campaign management, and delivering key insights to improve customer loyalty and attendance. If you have a passion for data-driven marketing and an interest in the racing industry, we would love to hear from you.

ESSENTIAL SKILLS AND EXPERIENCE:

• A business-related third-level qualification or relevant work experience.
• 2+ years of experience using an email campaign management tool (e.g., DotDigital, Mailchimp) and ideally experience with Microsoft Dynamics CRM 365 (preferred), Salesforce, or other CRM platforms.
• Experience using customer survey tools, extracting, and presenting data with a focus on agreed KPIs.
• Ability to identify and share best practices related to email strategies, customer/race day experience data, and data protection policies.
• Understanding of data protection and GDPR, specifically related to email strategy and customer communications.
• Strong analytical, report creation, and insight delivery skills, with the ability to multi-task and prioritize.
• Excellent communication and interpersonal skills, along with administrative skills, attention to detail, and the ability to work on own initiative.
• Proficiency with Microsoft Office applications.
• An understanding of and interest in the racing industry.

• Collaborate with the CRM and Insights team to drive eCRM strategy, data analysis, and eCRM activation approach.
• Support CRM activity plans for HRI Marketing & HRI Racecourses to build customer loyalty, drive attendance, and enhance engagement.
• Assist in delivering key reports, insights, and recommendations, including race day experience reports and KPI reports (covering metrics such as social media performance, email engagement, website activity, and data growth).
• Execute targeted marketing campaigns through data segmentation to increase awareness and data, positively impacting engagement metrics.
• Provide customer insights through data analyses and post-activity evaluations.
• Ensure data cleansing is maintained by working with internal teams and reviewing audit results to adhere to best practices.
• Liaise with relevant stakeholders, including internal teams and racecourses, keeping the racegoer (customer) at the forefront of all activities.
• Serve as a key point of contact for CRM tools, both internally with users and externally with our implementation partner.
• Become proficient with current and future CRM tools, including email marketing campaign management, survey tools, and insight dashboards.
• Manage and manipulate large quantities of customer data to deliver key customer insights.
• Support CRM & Insights team data projects as required