About This Role
This role involves owning and operating the customer relationship marketing function for a global luxury brand undergoing a significant digital transformation. The CRM Manager will be central to acquiring, retaining, and growing the value of the customer base within the Digital Performance team.
Responsibilities
- Define and execute the CRM strategy, aligned with commercial priorities and the broader digital performance roadmap
- Maintain and continuously improve the marketing technology stack, ensuring SFMC is optimised for capability and performance
- Lead first-party data capture, enrichment, and segmentation strategy in line with the CDP and customer data roadmap
- Develop and execute the full customer lifecycle strategy — onboarding, retention, reactivation, and winback — through personalised, trigger-based communications
- Build, deploy, and optimise email and SMS campaigns end-to-end: brief, build, deploy, test, analyse
- Manage the CRM campaign calendar, ensuring timely delivery across all markets and alignment with broader marketing activity
- Drive customer acquisition into CRM programs and maximise lifetime value through targeted, commercially focused communications
- Conduct RFM analysis and post-campaign reporting, communicating performance and recommendations clearly to the business
- Monitor, analyse, and report on CRM performance — open rates, click-through, revenue attribution, list health, churn, and customer database growth
- Share actionable customer insights with the broader business to inform commercial decisions and identify opportunities
- Maintain CRM database health: list management, data hygiene, suppression management, and compliance
- Ensure ongoing compliance with the Australian Privacy Act 1988 and applicable international privacy legislation
Requirements
- Strong hands-on experience with Salesforce Marketing Cloud
- 5+ years in CRM and digital marketing
- Commercially minded: able to think in terms of revenue, retention, and customer value, treating CRM as a commercial channel
- Strong analytical capability: comfortable with RFM analysis, segmentation, A/B testing, attribution, and campaign performance reporting
- Proven ability to manage complex campaign programs from brief to post-campaign analysis, independently and at pace
Nice to have:
- Direct experience in retail or consumer products, understanding commercial rhythms, promotional cadences, and customer behaviours of a retail environment