Cuneyt Candan
London,Choose...
Summary
An innovative and results-oriented Head of CRM with a decade of experience, proven in maintaining and implementing successful CRM programs across different B2C brands that drive significant revenue growth and foster collaborative team cultures. My expertise lies in planning, developing, and executing CRM strategies that boost customer engagement, improve retention, and optimize key business KPIs. Skilled in the strategic optimization of CRM systems and equipped with excellent planning, prioritization, and organizational capabilities. Now seeking to leverage my diverse skillset and achieve further success in a new opportunity.
Overview
11
11
years of professional experience
17
17
years of post-secondary education
Work History
Head of Customer Marketing
GeoGaming Group
London
01.2022 - 09.2024
- Managed the CRM Team, the Customer Service Team, the VIP Team, and the bonus team, equaling 5 direct report and 40 people indirectly
- Spearheaded the development and optimisation of the existing CRM programme
- Exponentially grew sales through the implementation of a data-driven CRM strategy, increasing acquisition, and retention through improved segmentation
- Accountable for the analytics roadmap and integration, and successful international CRM programme implementation
- Responsible for the delivery of effective customer campaigns and the conduction of cost-effective benefit analysis
- Effectively managed both the staff and tools utilised by the team through close supervision and innovative management
- Responsible for the design and implementation of real-time triggers within the customer lifecycle
- Led the complex integration of all media into the campaign planning through email, web-push, SMS, direct mail, and re-targeting correspondences
- Optimised and implemented a comprehensive early life programme, supporting new customers through their first deposits whilst identifying customers with posed risks
- Developed and implemented a rules-based VIP identification programme that provided clear evidence for promoting customers into better rewards programmes
- Ownership of customer research activities performed throughout the CRM function
- Ensured a bespoke and best-in-class customer journey was delivered to all clients, maximising client satisfaction
- Enhanced the potential of the database through including intel on the customer, specifically in relation to teams
- Fostered a fully collaborative “One Team Culture” throughout the functions I led
- Oversaw and successfully managed the 4 FTE enhancement project.
Head of Customer Engagement
GeoGaming Group
London
01.2021 - 01.2022
- Appointed to manage the Customer Service Team in addition to my CRM team, cultivating an integrated culture between the disciplines
- Designed and implemented a metrics-based approach to all services provided
- Communicated with the client base to identify and understand their specific needs, enabling me to suggest new products and services in conjunction with their interests
- Conceptualised innovative and bespoke campaigns to effectively capture engagement from the client base.
Head of Customer Relationship Management
GeoGaming Group
London
01.2020 - 01.2021
- Headed the CRM function, ensuring consistency and data-driven decision-making throughout whilst formulating bespoke strategies
- Established collaborative relationships across multiple departments within the organisation to support the CRM programmes
- Held a cord focus on aligning CRM strategies and campaigns with the overall business objectives, contributing to further business success
- Developed, managed, and evaluated annual CRM budgets whilst holding responsibility for ensuring all CRM programmes adhered to established budgets and timelines
- Implemented business planning based on key performance indicators and financial projections
- Acquired data on customer insights with regards to the existing CRM programmes and overall business
- Significantly increased customer retention and acquisition through providing excellent service and capturing data across key touch-points.
Retention Manager
GeoGaming Group
London
01.2019 - 01.2020
- Oversaw and managed the retention team, ensuring customer satisfaction and loyalty levels were maintained
- Devised and implemented tailored strategies to retain the existing client base, performing analysis on provided data to identify trends and areas in need of improvement
- Provided insights on digital industry best practices and emerging technologies to enhance retention strategies
- Ensured a market-leading client experience for the organisation's solutions
- Utilised my customer data to recommend process enhancements based on customer feedback and analysis.
Sportsbook Marketing & Retention
GeoGaming Group
London
01.2016 - 01.2019
- Prioritised adapting marketing efforts to the established policies, customising content through enabling through understanding client preferences
- Minimised churn of new and existing customers whilst reactivating lapsed customers
- Managed the retention marketing budget, with a core focus on return investment
- Spearheaded the design of marketing campaigns through leveraging communication channels including e-mail, SMS, and telephone targeting individual customer segments
- Ownership of the P&L management, taking accountability for the success of products
- Performed in-depth analysis of the effectiveness of CRM campaigns, leading the implementation of new strategies to improve performance
- Communicated all aspects of various Sportsbook campaigns to different departments ensuring campaign activities were executed by the relevant teams
- Cross-sold in collaboration with other channels and products, contributing to maximisation of the customer value
- Successfully enhanced the spend, share of wallet, and profitability of active customers
- Ensured the update of all sports and gaming content spanning all relevant channels through working in unison with the dedicated content, designer, and affiliate teams
- Collaborated with Acquisition and Online Operations teams to optimise conversion funnel for new customers from site visit to placing first bet
- Worked in conjunction with trading to ensure trading tools requirement were accurately captured and delivered to the appropriate development team
- Conducted competitor analysis, enabling the company to adapt to changing needs and requirements, whilst initiating market developments, and the design of mobile products.
Customer Service & Sales Executive
GeoGaming Group
London
01.2014 - 01.2016
Education
Business Information Systems IT - IT
University of Greenwich
London 09.2011 - 05.2014
BTEC National Diploma for IT Practitioners Level 3 - IT
Enfield College
London 10.2007 - 05.2021
Diploma of Higher Education - Professional Diploma in Digital Marketing, Marketing, and Marketing Management
Institute of Data & Marketing (IDM)
London 10.2021 - 04.2022
Skills
- Leadership & Management
- Retention & Engagement Strategies
- Campaign & Project Management
- Problem Solving
- Strategic CRM Management
- Customer Segmentation & Personalization
- Business Growth
- Sportsbook & Casino Marketing Management
- CRM Optimization
- Client Satisfaction
- Budget Management
- Strategic Thinking & Execution
- Data Analysis & Insight Generation
- Excellent Communication
Languages
English (Full Professional)
Turkish (Full Professional)
Custom
E-mail Marketing: Strategy & Tactics Masterclass – Pass
Timeline
Head of Customer Marketing
GeoGaming Group
01.2022 - 09.2024
Diploma of Higher Education - Professional Diploma in Digital Marketing, Marketing, and Marketing Management
Institute of Data & Marketing (IDM)
10.2021 - 04.2022
Head of Customer Engagement
GeoGaming Group
01.2021 - 01.2022
Head of Customer Relationship Management
GeoGaming Group
01.2020 - 01.2021
Retention Manager
GeoGaming Group
01.2019 - 01.2020
Sportsbook Marketing & Retention
GeoGaming Group
01.2016 - 01.2019
Customer Service & Sales Executive
GeoGaming Group
01.2014 - 01.2016
Business Information Systems IT - IT
University of Greenwich
09.2011 - 05.2014
BTEC National Diploma for IT Practitioners Level 3 - IT
Enfield College
10.2007 - 05.2021
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