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The Manager, HMA (Home Market Area) Wagering plays a key role in driving the growth, engagement, and performance of Woodbine’s High-Value (HMA) customer programs. This position combines strategic planning, data analysis, and stakeholder collaboration to optimize the HMA wagering experience and support long-term customer value. The role designs and executes initiatives that enhance customer engagement, retention, and wagering volume while ensuring operational excellence and alignment across internal teams.
Job Responsibility:
Program Development and Data Analysis: Develop strategic recommendations to enhance customer engagement, retention, and wagering growth
Monitor KPIs, player behavior, and program performance to deliver insights and actionable recommendations for campaigns
Design and execute pilot programs and A/B tests to evaluate new engagement strategies and reward structures
Strategic Research: Lead research initiatives to identify trends and opportunities within the HMA segment and support key projects such as loyalty program evolution
Analyze competitive offerings and industry benchmarks to inform program development and innovation
Maintain a centralized repository of program insights, campaign results, and best practices
CRM Management: Oversee CRM strategies and tools to ensure accurate tracking, segmentation, and lifecycle management of HMA customers
Establish and monitor CRM performance metrics, including engagement, conversion, and lifetime value
Collaborate in the development and execution of CRM journeys, conducting regular audits to optimize segmentation, targeting, and effectiveness
Stakeholder Collaboration and Communication: Collaborate with cross-functional teams (Marketing, Wagering, Operations, and HMA) to translate insights into actionable program enhancements
Serve as the primary liaison between HMA operations and internal departments to ensure alignment and execution of initiatives
Support communication and coordination efforts across teams
Operational Support: Identify and implement process improvements to enhance program delivery and efficiency
Support the creation of SOPs and training materials for HMA-related initiatives
Align and monitor program execution and performance targets to continuously improve loyalty and rewards strategies
Evaluate the impact of program changes and make data-driven recommendations for optimization
Off-Track Betting (OTB) Strategy Contribution: Contribute to the development and execution of OTB strategies aimed at increasing customer participation and wagering handle
Provide insights on HMA player behavior and preferences to inform OTB marketing, promotional, and operational initiatives
Collaborate with OTB and distribution teams to align customer engagement tactics and optimize wagering outcomes across channels
Requirements:
Strategic Thinker: Able to translate insights into actionable program strategies with a long-term view
Analytical Expertise: Strong data literacy and proficiency with Excel and analytics tools (e.g., Tableau, Power BI)
Adaptability: Comfortable managing shifting priorities in a dynamic environment
Collaborative Communicator: Skilled in navigating complex stakeholder environments and building alignment through influence and communication
Detail-Oriented: Focused on continuous improvement, with the ability to manage multiple initiatives and drive measurable outcomes
Performance-Driven: Comfortable evaluating and iterating programs based on performance data and insights