Customer Experience Strategy Manager

The Role

Responsible for leading and delivering strategic customer experience improvements across defined business verticals within FDJ United's online brands, with a focus on translating insight and data into measurable CX change at scale. Acts as the strategic CX partner for assigned verticals, shaping vertical roadmaps, leading cross-functional delivery of priority initiatives, and embedding AI-first thinking across CX execution. Ensures customer feedback, behavioural data, and automation drive improvements in satisfaction, retention, and conversion while promoting best practice and innovation across the CX function, with particular attention to Responsible Gaming principles and the constraints of operating within a highly regulated industry.

Experience, Knowledge & Skills

• 5–7 years in CX, strategy, or digital roles within fast-paced or regulated environments (e.g. online gaming, fintech, telecoms).

• Proven track record of improving satisfaction, retention, or revenue through insight-driven CX initiatives delivered within defined business areas or verticals.

• Strong understanding of customer research, insight synthesis, and how to apply customer data and behavioural analytics to prioritise and shape vertical roadmaps.

• Experience defining and tracking CX governance and reporting frameworks that drive action and accountability.

• Strong understanding of AI/automation use cases within CX and how to apply them to enhance journeys and internal processes.

• Experience working cross-functionally with Product, Marketing, Operations, and Compliance to deliver complex CX change programmes.

• Good knowledge of journey mapping, CX measurement, and diagnostics at vertical or journey level.

• Understanding of regulated environments (e.g. UKGC, ARJEL, MGA) and their impact on feasible CX solutions, ideally including exposure to Responsible Gaming requirements (e.g. affordability, player protection, self-exclusion) and how they shape end-to-end customer journeys.

Expected Behaviours

• Demonstrates ownership and accountability for CX performance and strategic delivery within assigned verticals, from problem identification through execution and optimisation.

• Applies a strategic view to data and storytelling to influence senior stakeholders, with active input into vertical CX strategy and broader CX vision.

• Balances customer needs with commercial and regulatory requirements, making clear trade-offs and recommendations at the vertical level, including safeguarding vulnerable players and adhering to Responsible Gaming obligations.

• Acts as a trusted CX advisor for assigned verticals, operating as the go-to strategic and operational partner for vertical stakeholders.

• Acts as a visible CX ambassador, embedding a CX-first culture across assigned verticals and mentoring others in data-driven decision making.

Key Responsibilities

• Own CX performance and strategic priorities for assigned business verticals, acting as the primary CX contact and strategic advisor for those areas.
• Define and maintain vertical CX roadmaps, translating company and brand strategy into clear CX priorities, trade-offs, and phased delivery plans; ensure roadmaps are informed by customer insight, behavioural data, and regulatory requirements, with specific consideration of Responsible Gaming policies and controls.
• Lead cross-functional journey mapping and experience diagnostics at vertical level; translate findings into funded, prioritised initiatives with clear business cases.
• Translate customer insight (quant and qual), behavioural data, and regulatory requirements into clear problem statements and actionable solutions, ensuring that complex regulatory and Responsible Gaming journeys (e.g. KYC, AML, affordability checks, time-out/self-exclusion flows) are designed to be as frictionless and transparent as possible.
• Take accountability for outcome metrics (e.g. CSAT, complaints, engagement, conversion) in owned verticals; set hypotheses, track performance, and course-correct.
• Lead or co-lead delivery of strategic CX initiatives within verticals, ensuring clear ownership, timelines, cross-functional alignment, and benefit realisation.
• Contribute to prioritisation and governance forums for assigned verticals (e.g. roadmap committees, steering groups), recommending what to do now vs. later and influencing senior stakeholders.
• Collaborate with Analytics & Insight to define and track vertical CX KPIs; regularly report on performance, risks, and opportunities to senior stakeholders and vertical leadership.
• Drive AI and automation integration within CX processes and journeys within owned verticals—particularly where it enhances feedback analysis, customer personalisation, and operational efficiency, while remaining compliant with Responsible Gaming and broader regulatory expectations.
• Mentor and support the broader CX team to build capability in vertical CX delivery, insight synthesis, and data-driven decision making.
• Act as a CX ambassador through internal engagement programmes (e.g. CX Central, Punters' Pulse), showcasing customer stories and vertical CX outcomes, including how Responsible Gaming and regulatory requirements are integrated into great customer experiences.
• Ensure that you adhere to the Governance, Risk & Compliance (GRC) obligations for your role. 
• Identify and raise any non-compliance incidents promptly to your line manager. 
• Challenge processes, policies and projects that will negatively impact compliance within the Group. 
• Complete all mandatory compliance training assigned to you. 
• Reach out to the Compliance Teams if unsure of any of your compliance obligations or the requirements are unclear. 

Technical Skills

• Expertise in CX measurement, journey diagnostics, and analysis tools (e.g. Qualtrics, Medallia, GA, Hotjar).

• Experience using AI/automation (n8n, OpenAI, Make, Power Automate) to improve CX workflows and customer journeys (e.g. routing, tagging, summarisation, operational efficiency).

• Strong analytical ability — able to interpret multiple data sources (customer feedback, behavioural, operational) and synthesise into strategic insight that brings qualitative and quantitative data together.

• Strong knowledge of journey mapping, pain point analysis, and vertical-level CX diagnostics.

• Understanding of regulated environments (e.g. UKGC, ARJEL, MGA) and how they shape feasible CX solutions, with the ability to design and refine complex regulatory and Responsible Gaming journeys in a customer-centric way.

• High level of data literacy and ability to communicate insights to both operational and strategic audiences.

Soft Skills

• Exceptional storyteller — translates complex customer data, performance metrics, and business context into simple, actionable narratives for senior audiences and stakeholders.

• Inspires and mentors team members, fostering accountability, rigorous data-driven thinking, and innovation in CX delivery.

• Strong stakeholder management — influences effectively across varied departments, product and service areas, and particularly vertical leadership.

• Operates autonomously, balancing strategic direction with hands-on delivery and execution accountability.

• Pragmatic and collaborative; able to mediate between competing priorities and find workable solutions that balance customer, commercial, and regulatory needs.

• Curious, creative, and resilient under pressure; demonstrates strong commercial acumen and outcome focus.