CRM & Loyalty Manager

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About Green Man Gaming

Green Man Gaming is a leader in eCommerce, Publishing, and Services in the video game industry. Across our eCommerce store we work closely with the world's leading gaming brands and sell games to millions of customers across 195 countries via its market-leading eCommerce platform. Our store currently supports in excess of 1400 Publishers and Developers world-wide, and stocks over 10,000 titles.

ROLE OVERVIEW:

We are looking to recruit an experienced and passionate CRM professional to join our marketing team and take our CRM & Loyalty programme to the next level.

There's a lot to get excited about as we are looking to shake things up and drive change including moving to a new email service provider early 2025. With this in mind, this role is ideal for somebody who wants to put their own stamp on our CRM programme from campaigns to structure.

Reporting to the EVP of Performance Marketing you will be responsible for all store CRM activity including; managing B2C email communications to our millions of global opt ins, leading the community (discord) initiatives, running XP our loyalty program and planning tactical customer journeys.

Analytical and creative, you will have an affinity for data and a desire to measure and test everything you do. We are looking for someone who is passionate about CRM & retention and is obsessed with sending the right message to the right customer at the right time, driving ROI.

The role also encompasses loyalty (XP) and community management in order to reduce churn and encourage more engagement across multiple channels. Think you have what it takes? Read on.

Requirements

KEY DELIVERABLES:

CRM

• To develop and oversee the CRM strategy for Green Man Gaming, managing a programme of ROI focused activity to produce tactical campaigns following a structured CRM calendar covering key sales, product releases and regional events & much more
• Improve core KPI's including engagement metrics, conversion rates, user engagement, subscriber growth and behavioral targets such as wishlisting volume
• To take a holistic view of customer journeys and life cycles in order to develop and plan strategic programmes that deliver strong, long term ROI - through welcome phases to loyalty, referral and churn prevention
• Conduct regular split testing with a clear methodology and roadmap to share the results with the wider teams
• Develop contact strategies that are specific to customer segments, by tailoring offers, timing, messages, products and channels, ensuring effective segmentation & targeting
• To work closely with the design and trading ops teams to ensure all campaigns are relevant, on brand and technically correct.
• Attending weekly meetings with internal teams to discuss the strategy and regularly present results and findings to the marketing management team including bespoke presentations and standardized reports
• Work alongside our commercial teams to evolve the sophistication of our B2B trading program including delivering key B2B communications with account managers and to also help the lead generation of marketing and distribution services
• Contribute to sale planning and merchandising strategies aligning with CRM objectives and targets as a key stakeholder
• Support and lead the CRM Executive
• Review and recommend tools and best practices to evolve and improve the CRM programme.

Loyalty & Community

• Manage the monthly cadence of our loyalty scheme XP benefits including key campaigns and onsite communications whilst developing a forward looking roadmap for improvement
• Focus to increase XP opt ins, redemptions of bonus packs and encourage commercial growth in the scheme
• Work closely with design & partnership teams to improve the UI & create tailored user flows per campaign.
• Manage the growing Discord community with the guidance of the EVP Performance Marketing. You'll be managing a small team of global community moderators, assisting in prize draw initiatives and conducting regular posts within the Discord community to encourage member engagement.

YOU HAVE:

• Have at least 2+ years experience in CRM and have the ideas and ability to take Green Man Gaming's to the next level.
• Outstanding attention to detail.
• Creative eye - ability to critique artwork and ensure all design adheres to the brand guidelines
• Experience in developing and implementing CRM campaigns to different cohorts in a multi-channel environment including lifecycle programs and personalization.
• Strong commercial/retail acumen.
• Solid knowledge of reporting from Google Analytics, ESP platforms and Excel.
• Excellent communication and interpersonal skills.
• Strong organisational skills and the ability to work in an agile, fast paced environment.
• Knowledge and passion for gaming, the role will require development of copy that is credible to a core gaming audience.

Benefits

WE HAVE:

• Flexible working
• 30 days paid holiday per year (including Bank Holidays) increased with the length of service
• Sabbatical leave following 3 and 6 years of employment
• Company Share Option Plan
• 50% game discount for employees
• Pension Scheme
• Cycle to Work Scheme
• Corporate Gym Membership Scheme
• Discounts and many other perks