Lotto Marketing Lead

From humble beginnings on the shop floor to becoming a world-renowned bookmaker, Betfred has been on a remarkable journey and we want you to be part of this fantastic innovative business. Established in Salford, Manchester, 1967... we started with a clear and simple vision: to provide the ultimate betting experience for our customers. Today we have evolved and pride ourselves in delivering unparalleled entertainment experiences worldwide.

Whilst a lot has changed over the years, we have always stayed true to our roots. Our story started in retail and while it remains the heart of our business, we have also embraced the digital landscape. With over 1300 shops we continue to play a vital role in local communities across the UK while expanding our presence online.

We are seeking a highly skilled and creative individual to join our team as a Lotto 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 Lotto product.

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.

·      Content Planning:

• 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.
• Co-ordinate the orchestration and integration of product and brand-led initiatives into promotional plans, campaign schedules and communications.
• Together with your team, create a promotional and content plan to populate the customer and product roadmaps.
• Stay updated on industry trends and competitor activities to identify opportunities for improvement.

·      Content & Promotional Implementation:

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

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

·      Customer First Execution

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

We are dedicated to promoting safer gambling practices to ensure a responsible and enjoyable experience for all our customers. We prioritise player safety and well-being, providing resources and support for those who may need assistance. Our commitment to responsible gambling is integral to our operations, and we actively promote awareness and education to help our customers make informed decisions. Together, we can create a safer gambling environment for everyone.

What you’ll need to succeed

• 3+ years experience in Marketing or CRM related role.
• Educated to degree level or equivalent, ideally 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 or CRM specialists.
• Experience of delivering Lotto promotions.

Why join a winning team?

Betfred brings benefits and rewards for all our colleagues. But more than that, we create a unique, enjoyable and entertaining environment you will love being part of.

Be rewarded

• Enhance your income: benefit from bonuses, incentives, retail discount vouchers and more.
• Monthly pension contributions: helping you prepare for your future.
• Enhanced maternity & paternity pay: our Betfred family works to support yours.

Feel valued

• A long-service recognition programme and life milestone rewards.
• A recognition scheme to earn and convert points to spend with over 700 retailers.
• A comprehensive financial wellbeing package including salary-based savings with a 5% boost, early access to earnings and free 121 financial coaching.
• Mental health support including an independent Employee Assistance Programme, a 24/7 virtual GP service and complimentary eye tests.

We will provide you with access to further training and development opportunities as we are real supporters of internal progression and are always looking for people who want to develop their career.

What’s next?

If you think you’re a great fit for the role, and you want to be a part of the Betfred story, click ‘Apply’ and we will be in touch once we’ve reviewed your application.

At Betfred we are committed to promoting equality, diversity, and inclusion (EDI) in our workplace. We believe that a diverse workforce drives innovation and enhances our success. We welcome applications from individuals of all backgrounds, identities, and experiences.

If you require reasonable adjustments during the recruitment process or have specific needs, please let us know, and we will be happy to accommodate you. Join us in creating an inclusive environment where everyone can thrive.