POSITION DESCRIPTION

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Position Title: Loyalty Senior Technical Campaign Analyst

Property: Corporate Division: Group Marketing

Organisation: SEG Loyalty Position Number:

License Type: KE/SE Regulatory Approval: ILGA/OLGR

Access Code (QLD): Not Applicable Level: Level 5

Salary Basis: Salary Award (if applicable): Not Applicable

Financial Responsibility: Type: Pooled

Other Licence

Requirements: Not Applicable Gaming System Access: Yes

Approval Date: NSW- 25.4.17

QLD- 13.4.17 Review Date: When required

Position Reports to: Loyalty Lead Campaign Analyst

Direct Reports to this

Position:

� Loyalty Technical Campaign Analyst

� Loyalty CRM eMail Developer

Key Relationships:

Internal

� Marketing Teams at Properties

� Loyalty Marketing team

� Loyalty Insights team

� Loyalty Operations team

� Corporate Finance Team

� IT Technology Solutions Team

�

External

� 3rd Party Suppliers

� Agencies

Position Purpose:

The Loyalty CRM team will provide both the campaign analysis to drive campaign and

segment strategies, and the execution capability to deploy customer interactions across

direct and intermediate channels.

The team will act as a ‘centre of excellence’ for CRM across the enterprise, working closely

with other consumers of customer data (e.g. finance, BI, properties) to set the highest

standards of consistency and efficiency. It will provide campaign analytics and reporting for

the properties to enable informed business decisions.

The purpose of this role is to:

� Liaise with key internal and external parties/consultants on CRM technical initiatives and

identify, recommend, integrate and develop strategic CRM enhancements and reporting

aligned with business strategy;

� Be the key technical lead for the Loyalty CRM team and provide daily operational

guidance, training and technical support for the Loyalty Campaign Analysts to ensure

standardisation and optimisation of campaign execution utilising approved technical

initiatives;

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� Support and execute assigned campaigns across all TSEG properties for their daily

tactical and promotional campaigns, in addition to TSEG Loyalty programs targeted,

triggered and batch Lifecycle marketing campaigns as required. Support will be by

identifying key target groups through effective campaign analysis and execution,

resulting in campaigns that drive behavioural change and ROI.

Measures of Performance:

� Successful development and integration of the campaign management and digital

communication deployment software packages and enhancements, optimising

campaign execution, performance analysis and reporting;

� Delivery of monthly BUR’s (Business Unit Reviews);

� HTML responsive emails that produce high conversion rates for the organisation;

� Effective campaign coding and design that delivers on the campaign strategy and brand;

� Increased revenue generation from consolidation of play across The Star Entertainment

Group Properties;

� Increased size of the active member database;

� Reducing the rate of inactive members of The Star Club;

� Effective campaign execution and performance analysis;

� Achievement of KPIs – to be determined by CRM Manager

Key Responsibilities &

Accountabilities (but not

limited to):

� Execution of personalised customer and Loyalty direct marketing campaigns (including

targeted, triggered, batch, daily tactical and promotional campaigns) across traditional

direct, intermediate and digital channels. These campaigns can be either Loyalty

Lifecycle and/or property specific campaigns;

� Target and identify key segments who are to be included in the campaign to specifically

drive ROI, increase customer retention, visitation and spend across single and multi-

channel formats;

� Recommendation of the most effective communications channels for each campaign;

� Recommend and support the execution of test and learn strategies in a co-ordinated

structure aligned with business strategy;

� Ensure the completion of pre and post campaign performance analysis on the success of

each campaign aligned with business strategy to drive behavioural change and ROI;

� Assist in the compilation of monthly BUR’s utilising effective campaign reporting and

performance analysis;

� Peer review of campaign builds and target lists, ensuring the utilisation of agreed

standardised and aligned campaign build practices that are integrated with an efficient

leads management model;

� Oversee the daily operations of email development support to ensure responsive design,

HTML coding and tracking for personalised tactical, triggered and batch email campaigns

(eDM’s), inclusive of dynamic landing pages through Silverpop;

� Support the Loyalty Head Campaign Analyst in the identification and development of key

CRM technical enhancements to support the optimisation and continuous improvement

of campaign execution and processes;

� Liaise with IT Technology Solutions CRM team and external vendors to integrate,

develop and maintain campaign management and digital communication deployment

software packages and associated enhancements;

� Deliver and provide technical training and support to the team. This will be on

enhancements to optimise campaigns that are aligned with business strategy and

regulatory requirements, to support standardisation of campaign execution;

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� Develop insights to illuminate thinking and drive technical enhancements of future

campaign performance and ROI;

� Build and maintain strong effective working relationships with internal and external

stakeholders to understand, contribute and deliver on business objectives;

� Support the ongoing development and motivation of the CRM team to guide, maximise

and achieve their full potential;

� Compliance with The Star Entertainment Group’s Sustainability Strategy including waste

minimisation and recycling activities and reducing energy and water use

� Ensure compliance with The Star Entertainment Group Code of Conduct, all internal

policies and procedures and relevant statutory and regulatory requirements

� Ensure personal safety and the safety of other team members, contractors, labour hire,

guests and visitors through co-operation with management, ensuring compliance

with relevant legislation and the responsibilities outlined in the WHS Management

System (SAFE 205 - WHS Responsibilities, Authorities and Accountabilities) which is

available on the intranet.

Capabilities:

� Consumer analytics expertise;

� Loyalty expertise preferred;

� Customer & Market Insight;

� Collaboration;

� Results Orientation;

� Technical Expertise & Knowledge

� Commercial thinking;

� Lives and upholds The Star Values through role modelling behaviours and actions

� Demonstration and delivery of The Star Qualities (aligned to The Star Entertainment

Group’s vision, brand and values)

� Demonstration and delivery of the Star Leadership competencies (aligned to the Star

Entertainment Group’s vision, brand and values)

Knowledge, Qualifications,

Languages, Skills &

Attributes:

� 2+ years’ experience in CRM/ Direct Marketing communications;

� Experience in operational team supervision with teams greater than 3 (desirable);

� Experience and working knowledge of campaign management and digital

communication deployment software packages; (e.g. SAS, Unica, SalesForce, ARM6,

emessage etc.) Unica, Optimise and Silverpop desirable;

� Previous experience in consumer customer campaign analytics;

� Effective stakeholder management skills with proven ability to manage multiple

priorities and internal customer groups;

� Experienced in the analytics-based campaign and interaction management industry;

� Hands-on database querying experience in SQL essential;

� Strong written and verbal communication skills, including presentation to a variety of

stakeholders;

� Experience working with digital engagement solutions (e.g. Oracle CQ5 and Test &

Target) preferred;

� Previous experience in consumer loyalty advantageous;

� Experience with building and maintaining HTML responsive emails that produce high

conversion rates for the organisation.

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Task Analysis:

Job Task Description: Office-based administrative role with tasks including operation of

computer keyboard, mouse, and telephone.

Physical Demand Level: Sedentary - Occasional lifting up to 4.5kg

Physical Requirements: Standing - Occasional, Sitting – Constant, Walking – Occasional, Stair-

Climbing - Occasional, Upper Limb Use – Frequent

Physical Demand Characteristics of Work - Constant (100-67%), Frequent (66-34%),

Occasional (33-0%), and Never