Mark Harkin Email & Phone Number

Dublin, IE

Dublin 1, Dublin, IE

London, GB

• Responsible for the Betdaq Exchange marketing strategy andteam management across all territories, products and channels.
• Develop and lead a profitable digital and data led strategyfounded on personalisation, data modelling and ROI.
• Manage a multi million £ annual budget.Ownership of the end to end customer life cycle fromacquisition, retention and reactivation across multiple channelsincluding brand, sponsorship, Lifecycle CRM, SEO, PPC, Display.
• Create actionable customer segmentations, in partnership withkey stake holders including data scientist, financial, and productexecutives.

Sandyford Industrial Estate, IE

• Oversee the customer engagement strategy.
• Develop and implement marketing techniques that will drive new customer acquisition (affiliates, search, social media, remarketing etc) and retain the current customer base via in depth personalised segmentation.
• Fully manage the performance marketing spend and budgeting process (£25M).
• Work with the business analytics team to provide key analysis, build models and analyse performance that better inform paid marketing investment decisions.
• Launch and test new channel strategies to optimize performance and scale efficiently.
• Forecasting and analysis into channel performance, process and operations to identify opportunities and constantly optimise spend and ROI.

Sandyford Industrial Estate, IE

• Responsible for the overall customer retention/CRM strategy across Sportsbook, Casino and VIP.
• Leading and managing the CRM/VIP teams.
• Coordinate with key stake holders (Director Marketing, Trading, Sportsbook etc) ensuring the strategy execution adheres to the holistic view of the business.
• Ensuring a seamless customer experience throughout their 360 lifecycle from acquisition to active multi to lapsed and reactivated in order to maximise customer lifetime value.
• Deliver on CRM performance and effectiveness KPIs, measures and reporting- continually reviewing impact and ROI.
• Champion the use of Machine Learning and Predictive Modelling to improve optimisation of campaigns.

Sandyford Industrial Estate, IE

• Key Responsibilities
• Create, own and implement BetBrights`s CRM strategy
• Develop a data led holistic CRM programme that delivers profitable incremental result.
• Responsible for the all daily planning and management of CRM activity
• Responsible for the daily management of all promotional activity (Sports and Casino)
• Produce projected revenue and cost forecasts and provide weekly/monthly reporting and actionable next steps that will exceed KPI targets.

Liverpool, GB

• Responsibilities:Responsible for delivering strategic campaign targeting across 6 digital retail brands across UK & Ireland (including VeryExclusive.co.uk, Very.co.uk &Littlewoods.com) with a key focus on KPI’s.
• Deliver personalised marketing/CRM campaign strategy across online channels (Email, Push, On Site Target Content, SMS) founded on propensity models.
• Campaigns include full life-cycle CRM, Trading, Triggers, FS, Service etc
• Ensure sufficient segmented testing is applied to result in clear learnings.
• Develop and brief campaign specifications to ensure the campaign/test purpose are understood accurately.
• Provide analysis of CRM campaigns and identify effectiveness across KPI’s including Incremental demand, retention, AOV, ROI etc.

Liverpool, GB

• Responsible for creating large and bespoke targeted data extracts for all outbound customer and prospect contacts per annum across multiple channels (Email,Direct Mail, SMS etc) using IBM Unica. This is completed by.
• IBM Unica
• E-dialog
• Business Objects

Birkenhead, Merseyside, GB

• My responsibilities at Sinclair Goldberg Price are to manage and develop the company’s online presence throughout multiple B2B channels. I interact and market the company nationally and internationally via various.
• Online Strategy - Analysis - Reporting - Conversion rate strategy
• CRM - E-mail and Mobile Campaigns - Campaign management - Data segmentation - Testing and analysis

• My purpose and role within LinkedIn Leaders was to develop and raise the companies profile both within the industry and with consumers at local, regional and national level. I was responsible for:
• The development and maintenance of all four company websites (CMS-Wordpress)
• E-mail mailing lists and campaigns
• Split Testing
• Blogs
• Webinars

Bachelor’S Degree, Bsc Hons It And Multimedia

Hnd, Software Engineering

Education record