Lifecycle Executive - Value

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’re looking for a driven and data-savvy Lifecycle Executive to join our CRM team, with a focus on maximising Player Value.

In this role, you’ll design and manage end-to-end lifecycle programmes that drive engagement, retention, and revenue across our active player base. You’ll deliver data-led, personalised journeys that support upsell, cross-sell, and loyalty initiatives.

You’ll bring a solid understanding of CRM strategy, marketing automation, and customer analytics — ideally with experience in the gambling sector.

If you're passionate about building impactful campaigns and enhancing the player experience, we’d love to hear from you.

• Support the design and execution of automated lifecycle campaigns, using predictive models and behavioural insights to tailor communications.
• Own the development of personalised, data-driven journeys that drive engagement, conversion, and long-term value.
• Apply a test-and-learn approach across campaigns: from targeting and segmentation to creative and offer strategies.
• Create and execute marketing plans aligned to key sporting events, player activity triggers, and seasonal opportunities.
• Collaborate with other CRM teams to ensure timely and effective campaign delivery across multiple channels.
• Manage promotional budgets effectively, ensuring campaigns deliver value and meet performance targets.
• Use CRM tools to build journeys, generate insights, and identify optimisation opportunities.
• Provide weekly updates on campaign performance, stream health, and player group behaviour.
• Ensure full compliance with GDPR and Gambling Commission regulations.
• Stay up to date with CRM best practices, trends, and technologies, continuously improving your approach.

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:

• Degree in Marketing, Business, or a related field (preferred).
• Hands-on experience with marketing automation tools (Salesforce, Braze, Optimove, or similar).
• Understanding of customer segmentation and behavioural targeting.
• Excellent analytical skills — confident using data to inform decisions and report on performance.
• Strong project management and organisational skills; able to handle multiple priorities.
• Familiarity with A/B testing and conversion optimisation strategies.
• Collaborative mindset; comfortable working cross-functionally in a fast-paced environment.
• Experience with i-Gaming or similar industry CRM programmes is highly desirable.

Person Specification:

• Passionate about CRM and customer experience.
• Proactive & Innovative – Whether creating new promotional or campaign ideas or working through an operational challenge, we’re always looking for new ideas, methods and processes to improve Betfred for our customers and colleagues
• Smart & Presentable – Although we have a relaxed dress code and appearance policy, we are a global brand with many colleagues and visitors at our head offices. You must ensure that you dress and present yourself appropriately.
• Punctual & Organised – This isn’t just a quality; it’s a lifestyle. We look for both qualities as it shows us you will not only arrive on time but also plan and complete projects/tasks on time
• Detail Orientated – Mistakes are part of human nature and can often be great for learning and development. You should recognise mistakes happen and put measures in place to ensure they are rectified before there is any impact on customers or colleagues
• Professional – We always promote a relaxed and enjoyable work environment, we expect you to respect your colleagues and our values by behaving with the appropriate level of professionalism when it comes to all forms of communication, teamwork, leadership and change management

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.