Matt Standen, a CRM Executive At SportingBet talks to us about what it takes to be a CRM Executive.

Why did you choose to work in the gambling industry?

Gambling is a really interesting and unique market to work in. It’s no coincidence we’re based in the City, as the area is quite finance-focused, but we’re also closely linked to the sports industry, which I can really relate to. I’m interested in holistic marketing, and I enjoy learning how customers behave, capturing data and using it to bring value to the business.

The industry offers you a chance to get involved in a number of really usual and varied projects. Just the other day I met Alan Hanson – Scottish football legend and TV sports pundit – who was involved in one of our campaigns.

How did you get the role you’re in now?

After graduating I fell into a sales role which I didn’t really enjoy. I applied to a large publishing company to work in a position selling email marketing solutions. To move on from sales I took an internal offer working in campaign management for a magazine I actually used to read at university.

The skills from all this experience were invaluable in securing the position I’m in now, which is quite creative, but also technology based.

Time management, project management and people skills have been the most useful to me in liaising with the business not only to complete projects but also to identify new opportunities

What skills do you need to work as a CRM executive?

CRM skills, creativity and an interest in the market are a given. However, time management, project management and people skills have been the most useful to me in liaising with the business not only to complete projects but also to identify new opportunities.

What advice would you give to someone who wants to work in your role?

Read up on the general theories of CRM but do this alongside research into business principles. The role of CRM is to work to the business’ benefit, and therefore you need to understand the company and its market in order to achieve this.