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Purpose of the Role
The Assistant Casino Manager is accountable for the development and execution of all aspects of the Gaming sites marketing strategy, including the optimisation of marketing spend. The person will drive margin per customer growth by implementing a sound product proposition throughout the customer experience. A large part of this role will be to improve campaign strategy through targeted CRM, segmentation and optimisation.
Specific Role Responsibilities
Marketing Planning: This person is responsible for planning Acquisition, Retention / Promotions (both Online and Offline) and the Reactivation of players. Experience and quality is needed on the planning of campaigns each month (including forecast based on historical performance). The candidate will have monthly marketing budget to manage and therefore must have previous experience in this area.
Innovative Campaign Design and Implementation: The person for this role is the start point for the creative thinking going into the various campaigns. The first spark of the creative thinking on promotions will mostly be with this person so an agile / creative mind and an ability to translate ideas into a brief for working with creative teams (who will design the campaign work) are important. The candidate will also be responsible for campaign execution. To be successful this person needs to learn / to know the multiple COMPANYtools for sending out emails, sms and push notification.
Focus on Business Metrics, Performance and Budget: This person needs to have the experience to be able to read a P&L and to work under the direction of the CMO to focus on the right key metrics and driving performance against those key metrics. This person needs to be aware of the Budget for marketing and to manage the activities to maximise the available marketing spend. Optimising the Budget and being controlled in terms of how it is spent is vitally important in this role.
Maintaining the Promotions onsite: The Casino Assistant Manager needs to ensure at all times that the casino sites and apps are up to date and current with the latest promotions that are running. The sites needs to be a real sales engine for the promotions and the casino assistant manager needs to be on top of making sure the site is set up to sell the current promotions to players.
Testing for Customer Behaviour and Patterns: This person will be the lead on designing all marketing campaign tests for casinos, therefore an ability to put together well thought out test plans will be a part of this role.
Optimizing the Segmentation: Working with the remote Yako BI Team, the challenge is with the Casino Management Team to ensure that Segmentation analysis translates into optimised marketing activity for communications, promotions and site set up in order to the maximum return on its investment.
Target Driven: Achieving results will set this person up to be successful in this role. Being target focused and delivering work to get the target results is a key part of this person’s job. Meeting the targets set by the marketing plan is critical for this role.
Reporting & Analysis: This person needs to learn the requirements of the COMPANYreporting systems and be able to deliver analysis when required and to different formats from time to time (there will be everyday or regular analysis and then less frequent requests to present to Management within the company).
Competitor Watch: This person will be the individual responsible for making sure constant monitoring is done on the marketing work and promotions of our key competition. The requirement is that a bi-weekly competitor report is compiled and sent to Management. Competitor marketing output should be one of the inputs this person considers when putting together their monthly marketing plans.
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