What are the responsibilities and job description for the CRM and Loyalty Manager position at Virginia Jobs?
Title : CRM and Loyalty Manager
State Role Title : CRM and Loyalty Manager
Hiring Range : $99,000 to $130,000
Pay Band : UG
Agency : Virginia Lottery
Location : Virginia Lottery
Agency Website : www.valottery.com
Recruitment Type : General Public - G
Job Duties
For more than three decades, the Virginia Lottery has worked to build a strong reputation, one synonymous with providing fun, entertaining experiences and doing so responsibly and with integrity. Proceeds from traditional Lottery games support K-12 public education in Virginia. Taxes generated by sports wagering and casino gaming, which are regulated by the Lottery, benefit other priorities of the Commonwealth.
The Virginia Lottery is currently seeking a CRM and Loyalty Manager to join our Marketing Department.
The CRM and Loyalty Manager will deliver our consumer relationship strategy and targeted campaigns to help achieve $6 billion dollars in sales. This position plays an active role in helping the Lottery acquire and retain players. The ideal candidate will have a solid background in CRM, marketing strategy and will be the overall owner of digital communications and the loyalty program. This role requires a high level of synchronization within the broader Marketing team to develop and nurture key consumer relationships.
The CRM and Loyalty Manager will develop clearly defined goals for success in all aspects of the CRM program (digital communication campaigns), will be responsible for tracking and reporting progress, and will make recommendations to achieve Lottery sales goals.
Responsibilities include collaborating across the organization to include Information Technology Services (ITS), Sales, Marketing, Communications and Customer Relations to develop and share the digital promotional strategies and plans for customer relationship management, loyalty, and retention for digital efforts. Developing and implementing programs for customer on-boarding, lifecycle management, and lapsed initiatives as well as overseeing and defining the loyalty player communication and offer calendar. The CRM and Loyalty Manager will work closely with the Senior Customer Strategy Manager and vendor partners on all digital platforms including mobile and future solutions to develop outbound communication, promotional offers, and messaging to maintain positive relationships and retain customers.
In this leadership role, we are seeking a visionary who can combine strategic thinking with the ability to develop, test, execute, measure, learn and iterate on engagement plans. This individual will have a solid track record of establishing and maintaining strong vendor relationships and will possess strong leadership and management skills along with the ability to create and thrive in an agile environment.
Strategy and Leadership :
- Create, manage, and execute cross-platform loyalty and digital campaigns including a detailed calendar. Create and manage engagement / promotional budget while creating effective measurement analytics, make recommendations for improvement, and share successes. Constantly seek opportunities to improve our customer relationship activities and methodology.
- Proactively conducts ongoing and forward-looking environmental scanning on CRM trends, consumer shopping behavior, technology changes, industry trends, vendor offerings.
- Collaborate with cross-functional teams to plan, execute, and analyze loyalty, email, SMS, and push notification campaigns.
- Serve as the liaison across the department on engagement activities including the development of email, SMS, and CRM activity calendar.
- Create and execute A / B tests on an ongoing basis to continually improve CRM engagement activity performance.
- Provides regular reports on customer database, campaign effectiveness and test results and learnings.
- Develop fiscal year online promotional plans to meet revenue expectations.
- Manages approximately $25-$35 million dollars in promotional spend.
- Helps to create and maintain an agile approach in program efforts.
Management, Coaching and Employee Development :
Reporting & Analytics :
Note - This position requires in-office work three days per week including Tuesday and Wednesday.
Minimum Qualifications
A comparable amount of training and experience may be substituted for the minimum qualifications.
Additional Considerations
Special Instructions
You will be provided a confirmation of receipt when your application and / or résumé is submitted successfully. Please refer to "Your Application" in your account to check the status of your application for this position.
The selected candidate will be required to complete a background investigation.
The Virginia Lottery is an independent state agency, and as such all positions are exempt from the Virginia Personnel Act, as well as most Executive Branch human resources policies. The Virginia Lottery is a fun place to work and values diversity in the workforce. We offer a competitive salary and excellent benefits. The Virginia Lottery is an Equal Opportunity Employer. Only online applications completed in their entirety will be accepted for this position. The Virginia Lottery will provide, if requested, reasonable accommodation to applicants in need of accommodation in order to provide access to the application and / or interview process. If any assistance is needed when applying online, please contact the Virginia Lottery's Human Resources Department at (804) 692-7000.
Applications will be accepted until a suitable pool of candidates is received. After 5 business days, this position may be closed at any time.
Contact Information
Name : Human Resources
Phone : 804-692-7000
Email : N / A
In support of the Commonwealth's commitment to inclusion, we are encouraging individuals with disabilities to apply through the Commonwealth Alternative Hiring Process. To be considered for this opportunity, applicants will need to provide their AHP Letter (formerly COD) provided by the Department for Aging & Rehabilitative Services (DARS), or the Department for the Blind & Vision Impaired (DBVI). Service-Connected Veterans are encouraged to answer Veteran status questions and submit their disability documentation, if applicable, to DARS / DBVI to get their AHP Letter. Requesting an AHP Letter can be found at AHP Letter or by calling DARS at 800-552-5019.
Note : Applicants who received a Certificate of Disability from DARS or DBVI dated between April 1, 2022- February 29, 2024, can still use that COD as applicable documentation for the Alternative Hiring Process.
Salary : $99,000 - $130,000
