“Every year, Nederlandse Loterij contributes almost all of its profits to sports, 18 charities and the State. Whether you work as a web analyst, database marketer or CRM marketer, your role is invaluable in this process”, says Sebastiaan Admiraal, Head of CRM at Nederlandse Loterij. How does their CRM department deploy data as a basis for this endeavour? Read Sebastiaan’s story and find out.
What exactly does the job of Head of CRM involve? Sebastiaan proudly says: “I ensure that our Customer Relationship Management (CRM) department has a clear vision for the future, that we continue to innovate and that we play a leading role in marketing in the Netherlands.”
“We achieve this by working multidisciplinarily with 70 marketing experts and many colleagues from other disciplines on a daily basis to develop appropriate and engaging customer journeys. Our goal? To retain and attract players to the various gaming brands, including Staatsloterij, Krasloten, Winnit, Lucky Day, TOTO, Lotto and Eurojackpot. Thanks to the growth of our player base, we are able to contribute to the charities and sports we support each year.”
Sebastiaan is not only concerned with the future vision of the department, but also feels like an HR manager: “Putting people in their best position gives me energy. After all, all the success we have achieved here together is thanks to our marketing experts, including web analysts, CRM marketers and database marketers. It makes me proud to see people growing in their jobs and doing well. By ‘doing well’, I mean having fun and feeling energised while doing it.”
Sebastiaan stresses that this is only possible if people can be themselves. “Whether they wear trainers or lacquered shoes, are analysts or creatives, our team is diverse, with different personalities, cultural backgrounds, genders, ages, and areas of expertise. All of this diversity is a valuable source of knowledge – knowledge to innovate, so that we can truly be at the forefront of marketing.”
Sebastiaan explains which teams are active in the CRM department: “Within CRM, we have teams such as IGaming, CRM for Lotteries, Channel Specialists, CRO and Analytics, Database and Marketing Automation and, finally, the Inhouse Studio. What makes all these specialists successful? A data-driven mindset”, explains Sebastiaan. “Data plays a crucial role in every job. Do you want to personalise customer journeys? You rely on data. Want to know what design works best? You rely on data for that too. Data is the foundation of our work.”
In addition a data-driven mindset, an inquisitive attitude will also help you succeed in the CRM department. “If you like trying new things, you’ll fit in well”, says Sebastiaan. New ideas are appreciated. “Over the past year and a half, we have started to use AI in different areas within the department, such as building algorithms and automatically generating images. We have also started a big personalisation project involving everyone from IT to Legal, Customer Service to Data Management and Responsible Gaming. Our goal? To send personalised communication to our players. We have already made great strides, but also see plenty of opportunities.”
Besides the ongoing projects, Sebastiaan sees an opportunity to make players aware of their contribution to sports and health goals in the Netherlands by playing along. “It is a nice challenge because we combine this social message with commercial messages”, he says. He also sees other great chances for the department. “I would like to expand our digital transformation even further, so that we are more data-driven in the future.”
Want to contribute to our efforts to contribute millions of euros to charities and sports as a marketer? Join us as a web analyst, database marketer, Email & Push channel specialist, or CRM marketer at Nederlandse Loterij! Check out the vacancies here.
Nederlandse Loterij is the reliable games of chance organisation in the Netherlands. We have several strong brands, making us the market leader. Our profits? We donate them to society, sports associations and charities. This way, we contribute to a happy, healthy and sporty Netherlands. Want to join us? Working together, winning together.
Explore all Marketing jobsAll the unique talents of our colleagues come together in various teams. In this way, we work together on a happy, healthy and sporty Netherlands. Want to know who’s on your team?
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