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, In-App, emailetc.• 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.• Establish the Customer KPIs and a reporting structure for keeping key stakeholders (C Level) informed.

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. • Synchronise the relationship between BI and Retention teams to ensure in-depth analysis is delivered and campaigns are enhanced with a strong focus on personalisation, ROI and CLTV.• Oversee the CRM and VIP budget ensuring continuous optimisation. • Manage the relationship between compliance and customer communications to ensure the business adhere to all regulatory needs, most noticeably GDPR and The Gambling Commission.

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.• Oversee the optimisation of CRM campaigns including offers, messaging and creative.• Responsible for overseeing database management, segmentation and targeted life cycle programmes.• Analyse and report on campaign results and make recommendation to optimise based on company objectives including driving conversion, retention, SPA and lifetime value.• Championing personalisation across the business whilst developing and implementing a personalisation first CRM strategy.• Management of CRM budget.

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 including Incremental sales, profitability and ROI whilst putting the customer at the forefront of each decision to ensure a personalised and optimised approach. CRM - Personalisation• 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.• Suggest, develop and implement improvements based on analysis and learnings from previous campaigns. The primary tools that enable me to complete my responsibilities are:• Teradata (SQL)• SAS• MS Access• MS Excel• MS Powerpoint

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 translating business requirement briefs into technical requirements, providing campaign management solutions.I ensure campaigns are set up to enable accurate campaign reporting and run pre & post extract validation reports using business objects, to validate accuracy of selections and data The primary tools that enable me to complete my campaign management tasks are:• 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 social media sites, affiliate channels and digital marketing campaigns. In addition to the marketing duties I am responsible for the development and maintenance of the company CRM strategy and targeted web site testing.My Duties include:• -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• Social media and networking sites and campaigns.• Assisting in the development and management of new and existing affiliate marketing channels.• Regularly publishing and analyzing the online analytics reports of the four websites in relation to decreasing bounce rates, boosting conversion rates, increase returning customers and unique visits etc.• Creating and recording the online training videos/tutorials• Finally I was liable for the interaction and consulting of the customers.Key Achievements• I designed and created the company sales funnel with the implementation registration pages / squeeze pages, sales page, shopping cart and various Up-sales and Down-sales.

Bachelor’S Degree, Bsc Hons It And Multimedia

Hnd, Software Engineering

Education record