CRM Analyst; Decisioning

About the Role

The CRM Analyst supports the delivery and optimisation of targeted CRM campaigns by defining player audiences, developing campaign‑ready data and analysing campaign performance. The role works closely with CRM Data, Decisioning and Governance teams to ensure audience selections are accurate, compliant, and informed by player behaviour and insight.

• Defining and creating player audiences to support targeted CRM campaign
• Developing new data fields and aggregations to support campaign selection requirements
• Analysing campaign performance and interpreting results from dashboards and reports
• Making data‑led recommendations to improve future CRM targeting and campaign effectiveness
• Supporting the CRM team to identify opportunities to optimise the data available in the CRM platform
• Automating reporting outputs where possible and contributing to the evolution of dashboard
• Supporting campaign governance by validating audience selections and ensuring data accuracy
• Ensuring participant protection principles are adhered to in all targeting activity
• Building strong working relationships with stakeholders across CRM, Digital and Governance teams

• Experience working with data in an analytics, marketing or campaign environment, or a higher‑level qualification in a relevant field
• Working knowledge of SQL or similar analytical / programming languages
• Experience analysing quantitative datasets and translating findings into actionable recommendations
• Ability to work independently in a deadline‑driven environment while managing multiple tasks
• Strong problem‑solving skills and attention to detail
• Ability to quickly learn new tools, systems and business processes
• Experience supporting CRM or digital marketing campaigns is desirable
• Strong communication skills and ability to collaborate with cross‑functional stakeholders

• Commercial impact of campaigns
• Delivery of accurate, compliant and campaign‑ready player audiences
• Quality and usability of data fields and aggregations created for CRM use
• Actionable insight and recommendations provided through campaign analysis
• Adherence to governance and participant protection requirements
• Positive stakeholder feedback on data accuracy, insight and support provided