Main Purpose of Role

To drive loyalty and engagement across Tsogo Sun customer base by designing, implementing and managing a data-driven, multi-platform loyalty and rewards strategy.

The role focuses on enhancing the customer experience from casual players to VVIP patrons across online betting, land-based casinos, hotels and other entertainment offerings, by rewarding customer loyalty with features, benefits and added value through third party collaborations.

The ultimate objective is to maximise customer lifetime value and brand affinity through relevant rewards, segmentation and innovative campaigns.

Key Performance Areas

• Grow the Tsogo Rewards membership across online betting, hotels, casinos and entertainment businesses.
• Increase the Tsogo Sun App registrations across online betting, hotels, casinos and entertainment businesses.
• Increase customer engagement with the Tsogo Sun App.
• Seek and manage third parties to collaborate and add value to the programmes.
• Continuously enhance and innovate the Tsogo Rewards programme and the Tsogo Sun App ito functionality and benefits.

Activities

• Segmentation and analysis of the Tsogo Rewards and App membership ito behaviour. Develop a holistic customer segmentation strategy in partnership with CRM and BI teams. Use this to tailor communications, promotions and experiences across all platforms.
• Formulate and implement campaigns to acquire, retain and grow share of wallet and App penetration ito offers, benefits and communication plans.
• Continuously review and enhance the current rewards structure and benefits based on customer data, usage and competitive benchmarks. Ensure cross-functional integration with hospitality and gaming.
• Negotiate third party collaborations.
• Monitoring and management of progress through reporting, ie brief the Digital team to extract behavioural insights from digital platforms. Use findings to influence loyalty campaigns and content strategies.
• Cross-functional collaboration. Work closely with Marketing, CRM, Gaming, F&B, VIP, IT and Operations to execute loyalty initiatives and drive business alignment.

Education & Experience Requirements

• Minimum Education: Degree in Marketing, Business, or Consumer Behaviour
• Experience: Minimum 5 years in loyalty program or App management experience, ideally in the casino or hospitality industry.
• Technical Skills:
  • Campaign planning, implementation and management expertise
  • App management and testing experience
  • CRM systems and loyalty programme expertise
  • Strong data analytics and campaign performance evaluation
  • Microsoft Office proficiency (Excel, PowerPoint, Word, Outlook)
  • Familiarity with compliance and Gaming Board regulations

Technical & Behavioural Competencies

Technical Competencies:

• Sound knowledge of brand and rewards strategy
• Gaming Board compliance
• Analytical reporting and presentation development
• Budget and campaign management
• Working knowledge of IGS system and BI tools
• Strong understanding of customer lifecycle marketing

Behavioural Competencies:

• Customer Focus: Deep understanding of guest behaviour and value exchange
• Leadership: Team coaching, development, and performance management
• Analytical Thinking: Uses data to inform and innovate strategy
• Strategic Planning: Anticipates future trends and builds relevant loyalty solutions
• Quality & Detail Orientation: Applies standards and processes consistently
• Judgement & Problem Solving: Balances bold thinking with practical decision-making
• Creativity & Innovation: Identifies new opportunities for engagement and reward
• Collaboration: Works cross-functionally with a shared vision for success
• Accountability: Takes initiative and demonstrates resilience

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