Marketing

Marketing promotes Betfair to potential customers and keeps existing ones happy with the service. Our acquisition team drives customers to the site through offline and online activities, while the CRM team manage customer experience. Betfair has had major sponsorship at events such as The Ashes, Cheltenham Races and the Grand National. In 2009 we became the official betting partner of Manchester United FC and Barcelona FC.

The brand team are responsible for the global brand strategy for Betfair. The focus is on three key areas.

• Brand positioning. We have three core pillars of Value, Stature and Community that should be reflected in every aspect of our business in order to stress our areas of differentiation and competitive advantage.
• Brand architecture. Ensuring coherent planning of our portfolio as we continue to expand our business footprint globally.
• Brand identity. We’ve developed an identity system which can work consistently on a global basis and to suit all our products and services.

The Central Online Marketing function is responsible for ensuring that Betfair is at the forefront of digital marketing whilst at the same time focussing on being as efficient and effective as possible by establishing a Centre of Online Marketing excellence. The team coordinates and manages Betfair’s core global acquisition channels including online marketing, paid search and SEO, social media, mobile and our member-get-member scheme, Refer and Earn and ensures that the business meets its annual acquisition targets and drives increased value from its existing customers.

Betfair’s Corporate Strategy team works with the senior executives to develop the high level strategy (3 years +) and the strategic vision for the Betfair Group. In addition the team is responsible for  co-ordinating with business units to ensure that each has a strategy that is consistent with the overall vision of the company and that progress is being made towards the objectives that have been set.

Betfair’s Content team is tasked with managing and growing the company’s broad portfolio Content assets globally. We manage all aspects of Betfair’s content, from site banners & live video to form & stats, Editorial, Ambassadors, games, mobile and much more. We also support the business with Copywriting for all new products, as well as a localisation centre of excellence servicing 17 languages.

With a dedicated team of Graphic Designers and Account Managers, we service the Global Marketing Department. We design and produce all customer emails and web messages, flash banner ads, print advertising and sponsorship media. We deploy our in-house expertise together with an informal network of creative agencies and production houses to champion the brand in all our communication executions, across all Betfair products.

CMS is a global department with teams in London and Malta covering Customer Promotions, Marketing Database management, and all Customer Relationship Marketing to the registered customer base through 4 discrete segment marketing teams covering VIP’s, high value customers, mid value customers and customers in their first 90 days with us.  The core responsibility of the department is to maximise revenue delivery from customers through email, direct mail, telemarketing, SMS and site campaigns and promotions.