The Opportunity
We are seeking a technical CRM Automation & Insights Specialist to own the architecture of our customer engagement platform and the strategic insights that drive revenue growth. You will design and optimise automated customer journeys, develop deep understanding of customer behaviour and value, and partner with the wider CRM team to translate insights into measurable business outcomes. The role includes acting as a senior CRM subject matter expert, setting best practice, and helping shape the CRM roadmap across markets.
The Role
Platform ownership and automation. Design, build, and optimise sophisticated automated customer journeys in Insider that respond to customer behaviour in real-time. Understand event architectures, design trigger logic for edge cases, configure behavioural conditions, and test workflows for scale. Validate data quality, optimise automation logic based on performance, and own the technical stack and integrations that enable marketing to execute strategy at scale.
Customer insights and segmentation. Develop data-driven understanding of customer behaviour, value, and opportunity. Build dynamic segments based on behavioural, transactional, and lifecycle data. Identify high-value customers, at-risk cohorts, and reactivation opportunities. Work closely with the Head of CRM to translate insights into segmentation and targeting strategies. Provide CRM guidance across international markets, helping regional teams apply consistent segmentation and lifecycle principles whilst adapting to local requirements.
Revenue analytics and KPIs. Own metrics demonstrating CRM-driven revenue impact. Validate CRM-attributed revenue against transactional data. Develop KPI frameworks measuring business impact of automation and insights. Ensure measurement covers core outcomes: retention, customer value, revenue impact, and churn, with market-level visibility. Work with the CRM leadership team to set targets and identify where marketing investment drives the highest return.
Reporting infrastructure. Design and build automated reporting pipelines and dashboards. Develop KPI frameworks that are technically sound and strategically aligned. Own migration from Excel-based reporting to scalable, real-time analytics. Ensure frameworks capture core commercial CRM outcomes across markets.
Data integration and API work. Own integrations between Insider, data warehouse, analytics platform, and reporting tools. Understand data mapping, debug integration failures, and maintain data freshness. Collaborate with data teams to implement new customer events and feeds into Insider. Work across Product, Data, Technology, Operations, and Compliance to ensure CRM requirements and data dependencies are aligned.
Marketing partnership and experimentation. Reporting to and partnering with the Head of CRM, you will focus on targeting, segmentation, and testing strategy. Establish and champion advanced experimentation practices including uplift analysis and multivariate testing. Translate business objectives into technical requirements and data into strategic insights. Drive decisions on where investments should sit and whether current approaches deliver intended impact.
AI and emerging technology. Evaluate and integrate AI tools (particularly Claude AI) into CRM workflows where they deliver genuine value: AI-powered content generation, predictive segmentation, churn modelling, and campaign optimisation. Stay current with new tools and assess whether they solve real problems.
What You Will Bring
Deep CRM platform experience. Three to five years building and optimising automated workflows in Insider or equivalent platforms (Salesforce Marketing Cloud, WebEngage, Xtremepush). Comfortable with platform architecture, workflow logic, debugging failures, and understanding configuration versus platform limitations.
Customer insights and analytics mindset. Approach CRM data as strategic asset. Think about segmentation as a strategic choice, not just technical execution. Have built analyses revealing customer behaviour patterns, revenue drivers, or informing marketing decisions. Understand data quality issues and think critically about what data tells you.
Marketing acumen. Understand customer lifecycle marketing (acquisition, onboarding, activation, retention, reactivation). Have worked with marketing teams and understand how marketing decisions are made. Translate between strategy and technical execution. Speak marketing language and understand what marketers care about.
Analytics and reporting capability. Built dashboards and reports in Power BI, Looker, Tableau, or Excel. Understand data structures, write basic queries, and connect multiple data sources. Built reports that would impact team decisions. Think critically about data quality, validation, and metrics measures.
API and integration skills. Comfortable with APIs, authentication methods, debugging integration issues, and data mapping between systems. No need to write production code, but should read API documentation, understand JSON payloads, and troubleshoot integration failures.
Partnership and communication. Translate technical complexity into clear language for non-technical stakeholders. Present data and insights that inform strategy. Work collaboratively across technical, marketing, and commercial functions. Document and share knowledge.
What Matters
We care about technical depth, strategic thinking, and business impact. We care that you have worked hands-on with CRM platforms and can discuss their architecture and limitations and that you enjoy both technical problem-solving and strategic thinking about customers and revenue. We do not require a degree in computer science or business school, or specific industry background. We need you to possess technical curiosity, strategic thinking, and the willingness to partner across functions.
In Your First Three Months
You will become proficient with the Insider platform, understanding its architecture, active integrations, current automation workflows, and data flows. You will document key platform components and establish yourself as the technical problem-solver the team relies on. Simultaneously, you will develop an initial understanding of our customers through data analysis, identifying primary segments, understanding which journeys drive value, and surfacing revenue opportunities. Working closely with the wider CRM team and the Head of CRM, you will establish baseline KPIs and define an initial segmentation strategy. You will also assess the current reporting landscape, ensure efficiency and implement improvement if necessary. By month three, you will be trusted by the CRM and marketing team as a capable technical partner, you will have delivered initial customer insights that inform marketing decisions, and you will have established a clear roadmap for the next phase of platform improvements and analytics development.
About SportPesa
SportPesa is a multi-award-winning global technology and entertainment company founded in 2014 that focuses on sports and entertainment news. Our platforms immediately update sport scores and, in certain markets, offer fully licensed, real money gaming services. We are committed to responsibly delivering our game-changing services and investing in the development of sports and local communities. We use the power of sport to unify people everywhere: connecting customers with excitement, sports clubs with funding and society with opportunities.
Our drive, dedication and determination have enabled us to open our doors in the iconic Royal Liver Building in Liverpool, the hub of our European Operations. Since launching here in the UK, we have built a tight-knit community of trailblazers and innovators and would love you to be a part of our quest to make every opportunity count.
Why This Role
You will own both a critical platform and the strategic customer insights that come from it. You will architect systems, shape marketing strategy, and have autonomy to implement technical and strategic improvements. You will solve real technical problems and will partner with the CRM leadership on revenue decisions and establish best practices across the CRM function as it evolves across markets.
Compensation and Benefits
- Competitive salary positioned according to your technical expertise, platform experience, and strategic capability.
- Hybrid working. Two days per week in our Liverpool office for collaboration and strategy. Three days per week from home for focused technical work. We trust you to manage your time and productivity.
- 25 days per calendar year plus UK bank holidays.
- Comprehensive private medical insurance.
- Income protection insurance for illness or injury.
- Competitive workplace pension scheme.
- Professional development: Support for technical and strategic development in emerging marketing technologies, data analytics, and customer strategy.
How to Apply
We are accepting applications for this role until 11 September 2025. Please submit your CV and a brief covering letter via [email protected] with the subject line "CRM Automation & Insights Specialist Application".
In your covering letter, tell us about your most complex CRM automation build, customer analyses you are proud of, the tools and platforms you have worked with in depth, and what aspect of CRM, customer data, and revenue strategy interests you most.
Candidates who progress to the next stage will hear from our recruitment team on 14 September 2025.
Right to work. Applicants must have the right to work in the United Kingdom. SportPesa does not offer visa sponsorship for this role. Proof of right to work will be required before employment commences.
SportPesa is an equal opportunities employer. We welcome applications from all backgrounds and are committed to building a diverse and inclusive workplace.
