OVERVIEW OF POSITION
The Customer Relationship Management (CRM) Officer supports the daily administration of customer data, CRM reporting, loyalty activities, and campaign preparation across the E-Gaming Clubs. The role is responsible for maintaining accurate player records, preparing target lists and engagement triggers, tracking campaign performance, and providing timely information to relevant teams. Working under the guidance of the CRM Supervisor, the CRM Officer contributes to effective customer engagement and data-driven decision-making through reliable, confidential, and detail-oriented execution.
KEY DUTIES AND RESPONSIBILITIES
Duties may include but not limited to:
- Collect, update, clean, and validate player data across CRM, CMS, loyalty, and related systems in accordance with established procedures.
- Prepare and distribute assigned daily, weekly, and monthly reports on player visits, turnover, win/loss performance, tier status, campaign activity, and service KPIs.
- Prepare player segmentation and target lists for acquisition, retention, reactivation, birthday, loyalty, event, and other engagement campaigns.
- Track and update campaign outreach, response, attendance, and follow-up status; ensure supporting records are complete and accurate.
- Monitor assigned player engagement triggers, including inactive players, birthdays, anniversaries, and special occasions, and coordinate timely follow-up with relevant teams.
- Conduct routine checks for loyalty eligibility, upgrade/downgrade status, and player profile completeness; escalate discrepancies to the CRM Supervisor.
- Maintain CRM trackers, campaign files, dashboards, and documentation in an organized and timely manner.
- Support CRM data requests from Business Development, Rewards Club, MarCom, Finance, IT, and Operations, subject to approved data-access and confidentiality requirements.
- Assist in the preparation of historical data and player insights for promotions, tournaments, events, and management reviews.
- Record and report system issues, data inconsistencies, or process gaps promptly to the CRM Supervisor and support follow-up with IT where required.
- Handle all customer and business information with strict confidentiality and comply with internal controls, responsible gaming guidelines, and applicable regulations.
- Perform any other duties and responsibilities as assigned by management.
QUALIFICATIONS INCLUDE THE FOLLOWING
- Diploma or bachelor's degree in marketing, Business Administration, Data Analytics, Statistics, Business Intelligence, or a related field preferred.
- At least 1 year of experience in CRM, customer service, data entry, reporting, loyalty operations, marketing operations, or a related role; fresh graduates with strong analytical skills may be considered.
- Flexibility to work on weekends, public holidays, and rotating schedules as required.
- Good working knowledge of Microsoft Excel, including formulas, filters, pivot tables, and basic reporting tools.
- Familiarity with CRM, CMS, loyalty, or customer database systems is an advantage.
- Strong attention to detail, numerical accuracy, organization, and follow-through.
- Able to work with confidential information in a responsible and professional manner.
- Good communication and coordination skills; able to work effectively with cross-functional teams.
- Able to work in a fast-paced environment and manage routine deadlines consistently.
