CAMPBELL VAN DER MERWE

• Design, implement, and manage end-to-end casino CRM campaigns across acquisition, retention, reactivation, and loyalty, with
future expansion into sports betting.

• Own and optimise lifecycle communication flows using Smartico across email, SMS, and push channels to drive engagement
and maximise LTV.

• Develop advanced player segmentation strategies based on behaviour, preferences, and activity patterns to deliver highly
personalised marketing.

• Collaborate closely with Product, Marketing, BI, Payments, Compliance, and Support teams to ensure campaigns are timely,
relevant, and fully compliant.

• Work with Product and Payments to optimise payment methods and minimum deposit limits, directly improving retention and
player lifetime value.

• Continuously monitor iGaming trends, competitor offers, and player behaviour to evolve CRM and promotional strategy.

Additional Responsibilities

• Casino Promotions & Loyalty: Create targeted bonus offers aligned with player profiles and regulations; oversee loyalty
mechanics including missions, tournaments, stores, and gamification; track LTV and ROI by segment.

• VIP & High-Value Players (Interim): Develop interim VIP frameworks, manage personalised communications, coordinate with
payments, fraud, finance, and compliance, and support future VIP manager onboarding.

• Customer Support Collaboration (Interim): Define CRM-related FAQs, workflows, and escalation paths; guide support teams
on promotions, KYC dependencies, and bonus rules; act as escalation point for CRM-related tickets.

• Boosted revenue with upselling and cross-selling initiatives tailored for long-term customers.
• Created custom reports for tracking key performance indicators related to customer retention, ensuring continuous improvement efforts were informed by relevant data.
• Managed a dedicated team of retention specialists, consistently achieving or exceeding set targets for both individual and group performance metrics.
• Established feedback loops with customers, enabling timely identification of potential issues and swift corrective actions when necessary.
• Reduced churn rate by analyzing customer data and providing personalized solutions to address individual needs.
• Regularly reviewed and updated retention policies to ensure alignment with company objectives and evolving market conditions.
• Developed and executed targeted marketing campaigns to re-engage lapsed customers, resulting in increased revenue generation.
• Improved customer retention by developing and implementing targeted strategies for various client segments.

• Company Overview: PalaceBet is a local gaming and e-commerce company that is part of Peermont Global hotels and resorts
• Responsible for customer facing promotion/informational Communication
• Setting up and managing promotional/informational content strategies and executing campaigns to increase the bottom line
• Responsible for all communication (Email, SMS, Social media posts), promotions and cross-selling campaigns for regulating/closure of markets
• Managing projects and liaising with other departments to complete tasks
• Responsible for post-campaign reporting as well as feasibility reports
• Automating customer journeys, and creating systems to improve efficiency
• PalaceBet is a local gaming and e-commerce company that is part of Peermont Global hotels and resorts

• Company Overview: DigiOutsource is a global technology and e-commerce leader with 20 years in the industry, offering valuable international experience in the world of online gambling and advanced systems
• Responsible for player facing promotion/informational communication
• Setting up and managing promotional/informational content
• Strategizing and executing campaigns to increase the bottom line
• DigiOutsource is a global technology and e-commerce leader with 20 years in the industry, offering valuable international experience in the world of online gambling and advanced systems

• Processing and taking ownership of all incoming and outgoing contacts in a multimedia environment for a team of customer service hosts
• Processing pertinent information into relevant databases
• Handling and taking full responsibility of customer related queries
• Performing extra tasks given by manager/supervisor as required

• Regular reviews of workforce planning and headcount, as well as identifying resourcing needs so that surprises are avoided
• Processing pertinent information into relevant databases
• Handling and taking full responsibility of customer service center reporting and staffing

• Processing and taking ownership of all incoming and outgoing contacts in a multimedia environment for a team of customer service hosts
• Processing pertinent information into relevant databases
• Handling and taking full responsibility of customer related queries
• Performing extra tasks given by manager/supervisor as required