Marketing Manager, CRM & Loyalty

Etobicoke  |  Full-time (Non-union)  |  Marketing and Communications
Marketing Manager, CRM & Loyalty
Full-time (Non-union)
Marketing and Communications
For over 100 years, we have been the engine that drives the Ontario horse racing industry. From King’s and Queen’s trips to Canada, to first dates, anniversaries and unforgettable horse races, we create winning experiences for all our guests.

Join a certified Great Place to Work team and be part of the future of horse racing and entertainment. Access exciting programs that can help unlock your potential while developing challenging and rewarding career goals. As we grow, we need dedicated people to join our cause. Be part of Woodbine Entertainment and get inspired to make work awesome!

Our Values & Beliefs

The objective of this position is to be responsible for Woodbine’s email marketing strategy and execution, marketing automation initiatives and to be a key strategic leader in our CRM, Loyalty and guest segmentation strategy. While Woodbine currently does not have a CRM platform today, we are moving into implementation of Microsoft Dynamics this year, and expect to have use of the Marketing Module by November 2021. This role will be a primary power user of this CRM and Marketing Module and will also be responsible for beginning to migrate our email deployment and automation over to Dynamics. These specific portfolios are important strategic and multifunctional support functions within our evolving matrixed structure and are key to the success of many of our marketing and organizational strategic imperatives. It will also be important to tie in with Woodbine’s evolving Loyalty program and provide leadership in leveraging it with the team in order to drive meaningful business results.

Your day to day:

  • Use real-time customer wagering data to make business decisions and guide the development of loyalty tactics
  • Manage wagering program tests from pilot launches to full roll-out, working collaboratively with internal & external stakeholders to plan, manage and implement programs ensuring that they are delivered on time and on budget
  • Develop strategies to support various lines of business in identifying customer life cycle opportunities and challenge the team to deliver relevant customer communications at key moments in every customer’s experience with the Woodbine brand
  • Liaise with vendors as well as the Martech team in order to ensure optimal use of existing tools, and identify new vendors and tools to achieve corporate and marketing objectives
  • Alongside Martech team, implement and monitor scripts on digital customer touchpoints in order to garner strategic insights to various customer journeys, and leverage them to drive revenue and meet objectives
  • Use customer data and research alongside Woodbine’s customer segmentation hierarchy across all Woodbine lines of business and layer these insights onto communication and life cycle strategy
  • Process Improvements – Focus on opportunities within all lines of business to improve & create new processes to reward customers in meaningful ways
  • Aid in the cross-functional implementation of a CRM platform for Woodbine, and once established, advocate for consistent use and improvement of the platform among all cross-functional groups
  • Be a champion for customer acquisition and tracking at all points of the customer journey to ensure an increasingly informative view of our customers (in particular once the CRM platform is established)
  • Work closely with internal program stakeholders including (but not limited to) Creative Services, IT, Wagering Operations and Accounting departments for effective project management
  • Liaise with internal creative services and external media agencies where necessary for creative development and media planning
  • Ensure brand strategy alignment across all Woodbine Entertainment Group marketing initiatives
  • Must be a highly collaborative team player who can influence across and up without reporting line authority

Key Success Factors

  • University degree in business / marketing / statistics or a related field
  • A minimum of 5 years of work experience in a loyalty or similar analytical role (gaming background a plus)
  • Strong understanding of CRM systems, to query and analyze customer data. Experience with Microsoft Dynamics CRM (Marketing Module) and Marketo an asset
  • Subject matter expert within the loyalty industry applying best practices with a track record of innovations that have resulted in market leadership via first to market strategies and programs
  • Advanced understanding of Marketing strategy, tactics and planning
  • Advanced understanding of advertising – in particular targeted email advertising
  • Solid understanding of budgeting and financial management
  • Experience with cause and effect type analysis
  • Experience in A/B and multi-variate testing, in particular within email and digital advertising and messaging
  • Strong knowledge of database management principles
  • Advanced written and verbal communication skills required for selling ideas, making presentations, reports and composing correspondence and marketing plans
  • Professionalism and interpersonal skills to represent WEG to external customers, agencies and suppliers