Job Description

Role overviewWe are seeking a highly skilled and expert Customer Value Management (CVM) leader to join our dynamic and innovative business. As Head of CVM, you will be responsible for the growth and expansion of the business as well as crafting customer value during the lifetime of the existing customers in Sky Bet, working closely with the marketing, product and commercial teams. You will also be responsible for CRM channel strategy(s) and communications.Key Accountabilities and responsibilitiesIn this role, you will be responsible for improving the value of the customer base (including the design, execution and monitoring phases) by leading encouraging journeys, driving upsell and cross-sell initiatives, exciting loyalty (including management of the existing loyalty club), reducing churn and inactivity. You will also be responsible for personalisation strategy, demonstrating sophisticated analytics, data and technology solutions that support value-based management. While expertise in the industry is not mandatory, a background in a mass market consumer business is highly desirable. The successful candidate will have the ability to lead a small team of high-performance managers and will play a pivotal role in optimizing customer value and improving our overall business growth.Customer Management Perfection

• Define a personalisation strategy and approach, with a focus on messaging, channel and generosity.
• Provide a centralised view of customer value management plans, ensuring this ties back to the business and marketing strategy
• Detect and prioritise cross-product customer management improvement opportunities
• Engage with commercial, marketing, data and product teams to drive customer base management improvements
• Develop roadmap of actions to grow the value of the in-life revenue and loyalty of the customer base
• Supervise and analyse base management performance to adjust strategies accordingly and trigger improvements
• Drive and deliver the planning of CRM channel communications, liasing with the CRM central ops team to implement and BI to measure the effectiveness

Churn Management

• Develop and implement strategies to reduce customer churn and improve retention rates.
• Analyse customer behaviour and identify patterns and triggers for churn

Upsell and Cross-Sell

• Find opportunities to increase customer lifetime value through upselling/cross-selling
• Apply customer data and segmentation to develop personalized offers and promotions

Data and Analytics

• Work with the Martech teams to use customer data platforms and other relevant technologies to enhance CVM/CRM
• Establish customer management frameworks to guide data-informed decisions
• Stay up to date with industry trends and emerging technologies, providing recommendations on new tools and methodologies

Team Leadership

• Lead and mentor a small team of high-performance analysts, providing guidance and support
• Develop a team culture focused on collaboration, continuous learning, and professional development
• Set performance goals and objectives for the team, regularly assessing, and providing feedback on individual and team performance
• Coordinate cross-brand and cross-functional projects and ensure effective communication and collaboration within and outside the team

Skills, Capabilities & Experience Required

• Shown experience in CVM, championing, churn management, and driving upsell/cross-sell in a mass market consumer business.
• Strong analytical and problem-solving skills, with expertise in customer segmentation, data analysis, and modelling techniques.
• Experience in implementing and demonstrating customer data platforms and advanced analytics.
• Demonstrated ability to lead and motivate a small team of analysts, fostering a high-performance culture.
• Excellent communication and social skills, with the ability to collaborate effectioptimally departments and influence partners.
• Keen understanding of business operations and critical thinking skills, translating insights into actionable suggestions.
• Proficient in data visualization and reporting tools such as Tableau, Power BI, or similar.
• Self-motivated, adaptable, and able to thrive in a fast-paced and dynamic environment.

About Flutter UK & IrelandExtraordinary starts here.Flutter UK & Ireland unites a dozen brands, hundreds of teams and thousands of colleagues who create trusted entertainment for millions of customers every week.With the likes of Paddy Power, Betfair, PokerStars and Sky Betting & Gaming in the fold, we’re the largest division of global entertainment giant Flutter and boast some of the most popular apps and games in UK and Ireland markets.At Flutter UK & Ireland, we can guarantee you that no two days will ever be the same — and you’ll have the chance to make a difference to your career, the industry, and your amazing colleagues.What we’ll offer you:

• Flexible ways of working – Hybrid work arrangement that supports your wellbeing & lifestyle.
• EUR 1,000 learning fund
• Twice-yearly bonus (with part of it guaranteed!)
• Pension contribution scheme
• Private healthcare
• Competitive family policies and benefits
• Invest via the Company Sharesave Scheme
• Unlimited holiday

We’re working to be an inclusive employer, and we encourage people from all backgrounds, ways of thinking and working to apply. Everyone brings different perspectives and experiences; you don't have to meet all the requirements listed to apply for this role.If you need any adjustments to make this role work for you let us know, and we’ll see how we can accommodate them.

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