Sports & Virtual Marketing Lead

at  Betfred

Overview
We are seeking a highly skilled and creative individual to join our team as a Sports & Virtual Marketing Lead.
This role will be responsible for developing and managing the Promotional and Marketing content plan to support customer retention, reactivation and cross sell of the Sports & Virtual products.
You will manage a team responsible for the end-to-end implementation of marketing automation, promotional concepts, content ideation and planning, channel optimisation, communications testing, copywriting and campaign orchestration.
If you are passionate about inspiring people to create impactful content, develop innovative promotional ideas, and drive customer engagement, we would love to hear from you.

Responsibilities

• Content Planning:

o Working closely with the Lifecycle team, you’ll plan and manage content requirements that integrate in customer lifecycle journeys and campaigns considering target audience preferences and sporting calendar.
o Co-ordinate the orchestration and integration of product and brand-led initiatives into promotional plans, campaign schedules and communications.
o Together with your team, create a promotional and content plan to populate the customer and product roadmaps, utilising relevant facts, stats and other credible sports insights to maximise engagement and reach.

o Stay updated on industry trends and competitor activities to identify opportunities for improvement.

• Content & Promotional Implementation:

o Encourage your team to develop innovative and effective content and promotional concepts aligned with business objectives.
o Ensure the team create a library of fully tested promotions and content that can be selected to react to changing business and customer needs.
o Ensure all promotions and content is consistent and delivered to product, brand and compliance guidelines.

o Ensure promotional activity is always executed and fulfilled accurately and in line with agreed budgets and take ownership of any promotions resolutions that are required.

• Marketing Execution & Communications:

o Identify opportunities to test promotion and content variations to maximise engagement and conversion.
o Utilising BI data models, identify the most effective channels mix for content distribution based on target audience characteristics.
o Create a performance-led test plan to optimise the channel mix to maximize content visibility, engagement, and conversions.
o Oversee the channel performance metrics and make data-driven decisions for optimisation.
o Plan and manage A/B tests to evaluate the effectiveness of different content & communication approaches.
o Continuously refine content and communication strategies based on test results and feedback.

o Ensure all campaign and communication sign off processes are followed.

• Customer First Execution

o Maintain a consistent tone of voice across all communications and ensure brand and tone of voice guidelines are followed.

o Provide direction and guidance to empower the team to personalise channels and messaging based on target audience segments and their preferences.

• Manage and guide a team of Marketing Executives to ensure high quality performance and their professional growth and development needs are met.

Skills & Experience

• 3+ years experience in Marketing or CRM related role.
• Ideally educated to degree level in a business or marketing related subject.
• Excellent written and verbal communication skills.
• Proficiency in copywriting and creating engaging content.
• Knowledge of CRM channels and platforms.
• Ability to analyse campaign data and make data-driven decisions.
• Creative mindset with a keen eye for design and aesthetics.
• Strong organisational and project management skills.
• Ability to work collaboratively in a fast-paced team environment
• Experience in managing a small team of Marketing, CRM or Communications specialists.

Person Specification

• Passionate about the Betting and Gaming Industry and our Customers.
• Proactive & Innovative – Whether creating new promotional or campaign ideas or working through an operational challenge, we’re always looking for new ideas, methods and processes to improve Betfred for our customers and colleagues.
• Smart & Presentable – Although we have a relaxed dress code and appearance policy, we are a global brand with many colleagues and visitors at our head offices. You must ensure that you dress and present yourself appropriately.
• Punctual & Organised – This isn’t just a quality; it’s a lifestyle. We look for both qualities as it shows us you will not only arrive on time but also plan and complete projects/tasks on time.
• Detail Orientated – Mistakes are part of human nature and can often be great for learning and development. You should recognise mistakes happen and put measures in place to ensure they are rectified before there is any impact on customers or colleagues.
• Professional – We always promote a relaxed and enjoyable work environment, we expect you to respect your colleagues and our values by behaving with the appropriate level of professionalism when it comes to all forms of communication, teamwork, leadership and change management.

Benefits

BE REWARDED:

• Earn Extra Rewards: Unlock bonuses and incentives to enhance your income.
• Secure Your Future: Build a nest egg with monthly pension contribution, helping you prepare for the future.
• Family Support: Access enhanced Maternity & Paternity Pay to help you prepare for new additions to your family.
• Refer and Earn: Cash-in on our ‘Refer a Friend’ programme – we’re always looking for exceptional individuals like you!
• Peace of Mind: Benefit from a death in service benefit, though we hope you’ll never need it.
• Save Smart: Enjoy discounts and cashback offers from a diverse range of high-street and online retailers, saving on everyday essentials and indulgences.

• Content Planning