Nicholas Baijnath

CRM and Loyalty specialist with 24+ years in South African gaming and hospitality, delivering data-driven lifecycle campaigns, RFM segmentation, and retention strategies for Tsogo Sun and Sun International/GrandWest. Proven track record driving player engagement, lifetime value, and measurable campaign ROI.

CRM Customer Services and Loyalty Manager - Sun International – GrandWest Casino - Cape Town

(2018-01)

Lead CRM and loyalty strategy for one of South Africa's flagship casino destinations, managing database marketing initiatives and customer engagement programs for a large active patron base across slots, tables, and entertainment verticals.

• Lead retention, reactivation, and lifecycle campaigns using RFM and behavioural segmentation to maximise player frequency and theoretical loss contribution
• Drive promotional planning (match play, tiered rewards, day-part strategies) in partnership with operations, marketing, and compliance teams
• Deliver BI-powered campaign performance reporting, player value tracking, and personalisation initiatives to accelerate database growth

Database Marketing & CRM Specialist (Progressive Roles) - Tsogo Sun - Multiple Properties, South Africa

(2002-01 - 2018-12)

Built deep, hands-on expertise across 15+ years in casino CRM and database marketing, progressing through roles focused on customer data management, segmentation, and targeted loyalty initiatives across multiple Tsogo Sun properties.

• Executed player development, loyalty tier management, and integrated promotional campaigns across 15+ years, lifting retention, reactivation rates, and incremental revenue for Tsogo Sun properties