CRM & Lifecycle Marketing Manager

Verandah Brands; Sydney; On-site; AUD 120,000 - 180,000; Full time

Job summary

Verandah Brands is hiring a CRM & Lifecycle Marketing Manager to own lifecycle marketing end to end across five renovation brands, managing both D2C consumer and Verandah Trade (B2B) audiences. You will build, ship and optimise campaigns across email, SMS and beyond, turning customer data into experiences that drive repeat purchases and lasting loyalty.

Klaviyo foundations exist, with opportunities to expand automation and testing.

Qualifications

• 5+ years in CRM, lifecycle or retention marketing.
• Experience in ecommerce or multi-brand retail.
• Hands-on depth in at least one lifecycle platform (Klaviyo, HubSpot, Braze).
• Ability to build automated journeys that lift retention and LTV.
• Comfort working across D2C and B2B/trade audiences.
• Strong segmentation and first-party data skills.
• Analytical ability: tie activity to revenue, CAC and LTV.

Responsibilities

• Own CRM and lifecycle strategy across all five brands for D2C and Trade.
• Build and optimise automated journeys (welcome, onboarding, browse, cart, post-purchase, replenishment, win-back, VIP).
• Develop a separate B2B lifecycle covering leads, orders, replenishment and account-based flows.
• Establish a structured testing program across offers, timing, subject lines, segments and creative.
• Manage email and SMS calendar for all brands, aligned with stakeholders.
• Improve data hygiene, deliverability and compliance across the database.

Skills

CRM & lifecycle marketing

Lifecycle campaigns

Data-driven

AI tooling

D2C & Trade

Tools

Klaviyo

HubSpot

Braze

Job description

Verandah Brands is hiring a CRM & Lifecycle Marketing Manager to own lifecycle marketing end to end, across five renovation brands and both sides of our business. That means running two engines under one strategy: a D2C lifecycle across four consumer brands, and a separate Trade (B2B) lifecycle with its own logic around reorders and account relationships.

The CRM & Lifecycle Marketing Manager is responsible for building, shipping and optimising our lifecycle programs across email, SMS and beyond, turning customer data into experiences that drive repeat purchase and lasting loyalty.

The mission: turn our customer database into a genuine growth engine, with automated, well-tested lifecycle programs that keep customers coming back.

Lifecycle already runs on Klaviyo and we have a healthy customer base, so the foundations are in place. The job is to take it much further: more automation, a real test-and-learn engine, and a database that works far harder for the business.

You’ll have the opportunity to shape how we use our data from the ground up and set the standard for lifecycle marketing across the group. If you're hands‑on, data‑driven and love owning something end to end, this role is for you!

About you

• You're a builder who loves owning a channel outright, from strategy through to hitting send. You'll build, ship and optimise the campaigns yourself, and you set the standard for how we use our data.
• You have hands‑on depth in at least one lifecycle platform (Klaviyo, HubSpot, Braze or similar), and you move confidently across platforms and stacks. You'd back yourself to learn a new one quickly.
• A big part of the opportunity is Verandah Trade, our B2B platform and the fastest-growing part of the group. You have either built CRM for a trade, wholesale or B2B audience before, or you genuinely want to.
• You don't wait for perfect. You form a hypothesis, run the test, read the result and move. Testing is our current gap, and you are the person who makes it the default.
• You're commercially sharp. You tie lifecycle activity back to revenue, CAC and LTV, and you can hold that conversation with the CRO.
• You do not need to be a software engineer, but you already use AI tools in your day‑to‑day workflow and you are excited to use them to scale segmentation, content and campaign production without adding headcount.

What you'll own

Lifecycle strategy and automation

• Own CRM and lifecycle strategy across all five brands, spanning both D2C and Trade audiences.
• Build and optimise automated journeys (welcome and onboarding, browse and cart, post‑purchase, repeat and replenishment, win‑back and VIP) designed to lift retention and repeat rate.
• Build a separate B2B lifecycle covering lead nurture, reorder and replenishment prompts and account‑based flows, in partnership with the Trade sales and account team.
• Build a structured testing program across offers, timing, subject lines, segments and creative, and make it the default way we work.
• Run the email and SMS calendar for all brands, coordinated with the key functional stakeholders.

Data and segmentation

• Make the database work harder through segmentation, personalisation and first‑party data strategy, so every acquisition dollar goes further.
• Own data hygiene, consent, deliverability and Australian privacy and marketing compliance across the database.
• Own dashboards on lifecycle revenue, list health, deliverability, and contribution to CAC and LTV.

What Success Looks Like

• Repeat purchase and retention rising across both D2C and Trade.
• Lifecycle (email and SMS) growing as a share of total revenue.
• A growing share of lifecycle revenue coming from automated, behaviour‑triggered journeys rather than one‑off batch sends.
• A consistent test‑and‑learn cadence — tests shipped, read and acted on every cycle.
• A distinct Trade lifecycle live and contributing, separate from the D2C program.

What you'll bring

We are looking for someone with 5+ years in CRM, lifecycle or retention marketing, ideally in ecommerce or multi‑brand retail.

You will likely bring:

• A track record of building automated journeys that measurably lifted retention, repeat rate and customer lifetime value
• Hands‑on depth in at least one lifecycle platform, plus the ability to move confidently across platforms and stacks
• Strong segmentation and first‑party data skills
• Genuine analytical ability: you build your own reporting and tie lifecycle activity back to revenue, CAC and LTV
• Comfort working across both D2C and B2B / trade audiences, or a clear appetite to
• Genuine excitement for AI, automation and future ways of working
• Working knowledge of Australian privacy and marketing compliance (Privacy Act, Spam Act)
• A proactive, ownership‑driven mindset and comfort working in a fast‑paced, scaling environment
• Experience building CRM for a trade, B2B or wholesale channel is a plus.

About Verandah Brands

We are a house of renovation brands building toward $100M+ in profitable scale. We run five brands across two sides of the business: TileCloud (tiles), Yabby (tapware), Dawn (lighting) and Verandah Retail (complete rooms) selling direct to renovators, and Verandah Trade, our B2B platform supplying builders and trade professionals. Trade is the single biggest growth opportunity in the group.

Our mission is simple: renovating can be overwhelming, and we exist to make it easier. We are scaling the brands, systems, team and operating rhythms required to support a much larger business.

Four values hold our house together: Simplicity, Curiosity, Always Learning, and Moving Forward with Momentum. In practice that means fewer hoops and smarter tools, asking questions before jumping to solutions, treating everyone as a work in progress, and starting before things are perfect. Progress beats perfection every time.