32Red hires CRM director from Mansion
Mike Kirwan will lead 32Red's CRM efforts following the launch of the operator's front-end platform
32Red has appointed Mansion’s Mike Kirwan to the newly created position of director of CRM, as the operator moves to strengthen its CRM capabilities following the launch of a new front-end platform.
Gibraltar-based Kirwan, who joined 32Red a fortnight ago, spent more than eight years at Mansion in roles including head of retention and more recently director of retention and conversion marketing.
His appointment comes just weeks after 32Red relaunched its website, having developed its own front-end platform which overlays the platform of long-term partner Microgaming.
The new platform has handed 32Red increased scope to control the customer-facing aspects of the website with Kirwan tasked with building a CRM team to leverage the operator’s new-found capability.
“We are delighted to welcome Mike on board and confident his experience stands him in good stead to lead the development of our CRM capabilities and improve the all-round user experience for 32Red customers,” Matt Booth, 32Red chief commercial officer, said.
32Red previously built a data-led live behavioural segmentation engine which helped the operator market to players depending on their needs.
However, the new front-end platform has so far enabled the firm to introduce last played game recognition, a bonus notification system and a game recommendation engine.
Booth told EGR the firm would be increasing the size of its marketing team to match its rate of growth and keep up with further innovations which make up its commercial product roadmap.