Onboarding Lifecycle Strategy Executive

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.

Why Join Us?

At Betfred, we’re on a mission to redefine digital engagement in the betting and gaming industry. We believe in innovation, putting our customers first, and building experiences that matter. You’ll be part of a forward-thinking, collaborative team that values creativity, data, and doing the right thing.

Are you passionate about crafting seamless customer journeys? Join the Betfred Digital CRM team as an Onboarding Lifecycle Executive, where you'll play a pivotal role in shaping first impressions and supporting new customers as they embark on their journey with us.

This role will support the development and delivery of our onboarding lifecycle streams and marketing strategies, helping new players navigate their early journey with Betfred from registration onwards.

The successful candidate will be responsible for the development, implementation, and performance of a wide range of lifecycle streams to seamlessly onboard new customers on our brand. 

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.

Campaign Execution

• Implement triggered campaigns, communications, and touchpoints to maximise conversion and retention of new customer acquisition.
• Maintain and update communication templates to ensure consistent branding and messaging across all channels following guidance from the Onboarding Lifecycle Lead.
• Support with the evolution and delivery of our Safer Gambling content into relevant streams and campaigns, delivering a suite of Safer Gambling messages to be used across all customer lifecycles.
• Ensure customer targeting is compliant and in line with internal, Gambling Commission, and GDPR guidelines.

Customer Insight

• Identify and resolve early pain points to improve customer satisfaction and retention.
• Analyse and improve marketing opt-in rates, using data-driven strategies to increase customer engagement.

Reporting & Optimisation

• Monitor and report on the performance of our onboarding KPI’s such as registration to deposit rate, player activation rate, and marketing opt in rates.
• Support the continuous optimisation of customer targeting and campaign content based on data analysis, market trends, and customer feedback.
• Deliver regular updates on, and suggest optimisations to improve the performance of, all onboarding customer lifecycle streams and campaigns.
• Use Optimove to effectively generate journey and campaign learnings, and internally produced analytics, daily to understand areas for optimisations and future opportunities.

Collaboration & Development

• Collaborate with sponsorship and branding teams to integrate communication efforts that promote and support and grow existing partnerships.
• Stay up to date with industry trends, best practices, and emerging technologies in CRM, communications and customer lifecycle management.

What you’ll need to succeed:

• Educated to degree level or equivalent, ideally in a business or marketing-related subject.
• Understanding CRM principles, lifecycle management, and customer segmentation strategies.
• Understanding of data analysis and segmentation using CRM and marketing automation tools (e.g. Optimove).
• Some understanding of, and a passion for, customer journey mapping.
• Strong analytical skills with the ability to translate data into actionable insights and recommendations.
• Foundation project management skills, with the ability to prioritise and manage multiple initiatives simultaneously.
• Exceptional communication and interpersonal skills, with the ability to collaborate effectively with cross-functional teams.
• Passionate about the Betting and Gaming Industry and our Customers.
• 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.
• Able to represent the company in a professional and approachable way in hybrid and in-person settings – 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.