To own and deliver communications to new and active customers across the Italian Betfair customer base. This role covers Sports and future available products and all customer value levels with the exception of key accounts. This role includes the management of marketing executives to deliver new customer, upsell and cross-sell campaigns but will also include significant amounts of marketing planning and strategy development in conjunction with the Managing Director.

Key responsibilities

· The operational delivery of email, direct mail, telemarketing and SMS campaigns across the customer base. The management of marketing executives to effect this delivery and the responsibility for the accuracy of these campaigns.

· The ownership of the KPI effectiveness of campaigns. Cost centre control of marketing spend.

· The ongoing optimisation and implementation of our contact strategy. Our aim here is to deliver the most appropriate communication to each customer, through the right channel at the right time so as to maximise revenue for Betfair. This would include:
o The delivery of a differentiated value-based model
o Triggered multi-product campaigns
o Triggered moment of truth campaigns
o Integrated planning, forecasting and run-rate to target type analysis
o The design and implementation of preference driven comms.

· The design and delivery of cross-sell strategy across Sports and other available products. To include plans for:
o Email
o Direct Mail
o On-site banners
o Telemarketing
o Suggestion/interruption marketing on site
o Off-line events

· Lead ownership of event specific, cross-marketing campaigns such as launch of new products, football marketing strategy, football sponsorship exploitation etc. This would include co-ordination of brand, on-line and offline acquisition plans and CRM activity.

· The management of all our marketing channels to ensure reach maximisation amongst the base over and above email and direct mail activity. Specifically this means:
o Telemarketing
o SMS
o Other new channels

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