About This Role
This hands-on role involves owning the CRM strategy and execution for Marley Spoon and Dinnerly in Australia, with a focus on achieving local targets. You will be responsible for turning CRM into an always-on retail channel, driving customer purchases faster and more frequently through effective assets. The position requires a strategic thinker who can also execute creatively, setting the calendar, writing briefs, and being accountable for results.
Responsibilities
- Own the Australian CRM strategy and targets across Marley Spoon and Dinnerly, from conversion to first order and repeat purchase through to retention and win-back
- Lead the use of AI across Australian CRM, from copy, content, and personalisation to segmentation, testing, and reporting
- Build and test new AI tools and workflows quickly, and scale what works
- Own the CRM calendar across email, push, SMS, and in-app, built around the menu, new recipes, dietary focuses, add-ons, seasonal moments, and key retail events, alongside brand campaigns and promotions
- Create an always-on rhythm of selling from the range, and decide what goes out, to whom, and when
- Work closely with the in-house creative team to deliver clear, comprehensive briefs for the creation of fit-for-channel assets
- Observe technical guardrails, competitor best practice, and offer creative inspiration for the team
- Provide clear creative feedback and manage feedback from stakeholders to guide the production of targeted, cut-through CRM creative
- Merchandise recipes, add-ons, and Market products in every send to drive faster first and repeat orders, higher order value, and stronger attach rates
- Write campaign and asset copy end to end, using AI tools and brand voice guidelines to produce near-final copy at speed
- Collaborate with the creative team including copywriters, content managers, and graphic designers to brief the creation of copy assets as needed and ensure the quality of comms remains high across a high volume of sends
- Partner with the CRM Analyst to turn customer data into meaningful audiences based on behaviour, lifecycle stage, tenure, order frequency, and churn risk
- Drive the segmentation strategy to ensure personalisation of communications is central to creating targeted, relevant comms for all lifecycle stages and consumer interests
- Run a structured experimentation programme across offers, content, subject lines, timing, and audiences, with clear hypotheses and holdouts that measure true incremental impact
- Own CRM reporting for Australia, including revenue per send, order value, and add-on attach rate
- Turn results into clear recommendations on what to scale, fix, or stop
- Identify repeatable retail moments and one-off sends that should become always-on journeys, build the business case, and direct the global lifecycle team to build them
