Strategy Manager, VIP and Value Nuture


About the role


Kindred is a group of 11 brands which together, form one of the World's largest online gaming businesses. We have over 1700 employees, spread across 15 international offices and have the stated aspiration of being the best online gaming business across all markets. 


What you will be doing?


  • Develop a global CRM strategy to nurture and retain our Loyal customer base across the Kindred brands and to deliver the planned revenue from this segment.
  • Build and implement the Loyalty lifecycle across Early Life, Retention, Reactivation and Win-Back.
  • Develop and implement a structured Loyalty Program across brands taking ownership of player communication, promotions and campaigns and end-to-end Loyalty program management.
  • Understand the cross-portfolio value and identify customers with the potential to be a high-value and develop a campaign strategy to develop them into high value customers
  • Develop and execute strategies to move players from lower value segments to profitable ones by offering relevant and targeted promotions
  • Access and analyse customer data such as behavioural, attitudinal/motivational, transactional and demographic data to build customer profiles for the various value segments.
  • Coordinate, monitor and analyse campaign performance and test new campaign concepts with representative target groups to optimize campaign ROI and create a range of best practices by value segment
  • Monitor and analyse customer performance, retention rates, propose and implement activities based on the specific level attributes to increase retention rate, ARPU and optimize communication with focus on reach and bonus opt in rate
  • Fully understand and maximize customer share of wallet with Kindred group.
  • Innovate and continually optimize existing manual and automated campaigns based on data-driven customer segment insights
  • Leverage customer preferences and behavioural data to implement personalized communication/messaging strategies
  • Develop a campaign roadmap for different value segments per product as well as by brand
  • Work with the analytics team to create player segmentation based on player behaviour and preferences
  • Develop and deliver local, personalised and targeted campaigns using relevant customer channels such as onsite messaging, email, SMS, push notifications and Social Media.
  • Monitor and analyse campaign performance and test new campaign concepts within representative target groups to optimize campaign ROI and create a range of best practices by customer lifecycle stage and segment
  • Monitor, analyse and continually refine the performance of automated behavioural- and value-triggered propositions
  • Initiate customer intelligence activities to form the basis for continuous optimization of value propositions
  • Continually review to ensure we maintain a high-quality cross sell experience that excels against competitors
  • Work closely with the CX team and the data team to initiate research projects, both qualitative and quantitative, to uncover customer insight
  • Deploy the promotion budget profitably through robust planning, execution and analysis,
  • Ensure that the campaign execution and delivery is completed as per plan and all the relevant stakeholders are informed of the volumes, performance and outcomes
  • Collaborate effectively with the following teams:
    • Account Management teams
    • Product Teams
    • Campaign Operations
    • Analytics and BI
    • Marketing programs
    • Lifecycle Management


What have you done?


  • A strategic marketing mind with a proven experience in developing segment/ lifecycle stage marketing strategies.
  • Experience of defining and implementing campaign strategy based on an understanding of the customer value, customer lifecycle, behavioural segments and customer profile
  • Experience with planning, conducting and analysing CRM campaigns across multiple channels, including email, direct mail, SMS and social media
  • Good understanding of marketing campaign planning
  • Ability to innovate and continually optimize existing manual and automated campaigns based on data-driven customer segment insights
  • Strong data-based decision making skills
  • Excellent understanding of Kindred group's brands, product portfolio and its customers
  • Great interpersonal skills to build rapport amongst sponsors; stakeholders and those we depend on to effect change
  • Excellent organization, planning and prioritization skills, with strong attention to detail
  • Experience in managing Loyalty programs is desirable
  • Experience within the online gaming sector is desirable but not essential


Application process


Click on the "Apply Now" button and complete the short web form. Please add a covering letter in English to let us know your motivation for applying and your salary expectation. Our Talent Acquisition team will be in touch soon.

Kindred is an equal opportunities employer committed to employing a diverse workforce and an inclusive culture. As such we oppose all forms of discrimination in the workplace. We create equal opportunities for all our applicants and will treat people equally regardless of and not limited to, gender, age, disability, race, sexual orientation. We are committed not only to our legal obligations but also to the positive promotion that equal opportunities bring to our operations as set out in our sustainability framework.



Close map
Kindred House, 17-25 Hartfield Road, Wimbledon, London, United Kingdom, SW19 3SE
  • Office:
    London, Malta
  • Type of Employment:
    Full Time Permanent
  • Reference Number:
25 Days Holiday
Private Medical
Wellbeing Allowance
Maternity/Paternity leave
Eye test
3 days CSR leave
Anniversary awards
Travel loan
Share this page

Job Alerts

If this job is not for you but you are interested in jobs similar to this, then click the button below to be the first to know about them.

Latest Jobs in Marketing and Commercial

That’s a shame. We don’t appear to have any vacancies.

But don’t give up. Our website is updated regularly with all our latest opportunities. Give it a week or so and search again.