CRM Manager - Sports Direct

Sports Direct Australia; Sydney; On-site; AUD 90,000 - 120,000; Full time

Job summary

Sports Direct Australia is expanding its CRM function and seeks a CRM Manager to own the channel and shape how we engage with customers. Reporting to the Head of Marketing & Digital, you will oversee the CRM strategy across email, SMS, segmentation, automation and retention, and manage Bloomreach and Amperity.

You will collaborate with Marketing, Ecommerce and Partnerships teams to optimize campaigns, track performance and drive customer lifetime value across our omnichannel retail environment.

Qualifications

• Hands-on experience with Bloomreach is essential.
• Experience with a CDP (e.g., Amperity, Lexer, Tealium) is preferred.
• Strong CRM, segmentation, lifecycle marketing, and automation knowledge.
• Retail/omnichannel experience is desirable.

Responsibilities

• Manage the day-to-day email and SMS program in Bloomreach, including campaign planning, build, deployment and optimisation.
• Build and manage customer segments in Amperity for lifecycle marketing, retention and paid media.
• Develop and optimise automated journeys across key customer touchpoints including welcome, second purchase, loyalty, win‑back and high‑value customers.
• Track and report on CRM performance, including customer growth, retention, repeat purchase, subscriber growth and customer lifetime value.
• Work with Store and Ecommerce teams to improve customer identification and marketing consent across the business.
• Partner with internal teams and external agencies/partners to deliver CRM campaigns and improve the customer experience.
• Manage campaign QA, testing, reporting and ongoing optimisation.
• Use customer data and campaign results to identify opportunities to improve engagement, retention and revenue.

Skills

Bloomreach

Amperity

CRM platforms

Customer segmentation

Lifecycle marketing

Automation

Retail omnichannel

Data driven

Job description

At Sports Direct, our team members are highly passionate about inspiring, motivating and empowering our customers to better their best. We believe that people ultimately want to lead a healthy and fit way of life and we want to empower them to do so by providing correctly fitted footwear, sports gear and personalised service. From their first pair of shoes to their first football, our team are there to ensure that whatever activity they want to do, they’re wearing the right shoes and using the best equipment.

Joining Sports Direct is more than just a job, it is a family who cares, develops, grows, and rewards each and every one of us.

About The Role

Sports Direct Australia launched in November 2025 and we're now growing the business across stores and digital. We're bringing our CRM function in-house and looking for a CRM Manager to take ownership of the channel and help shape how we engage with our customers!

Reporting to the Head of Marketing & Digital, you'll look after the CRM strategy across email, SMS, customer segmentation, automation and retention. You'll work closely with our Marketing, Ecommerce and Partnerships teams, as well as owning our CRM platforms, Bloomreach and Amperity.

Key Responsibilities

• Manage the day-to-day email and SMS program in Bloomreach, including campaign planning, build, deployment and optimisation.
• Build and manage customer segments in Amperity for lifecycle marketing, retention and paid media.
• Develop and optimise automated journeys across key customer touchpoints including welcome, second purchase, loyalty, win‑back and high‑value customers.
• Track and report on CRM performance, including customer growth, retention, repeat purchase, subscriber growth and customer lifetime value.
• Work with Store and Ecommerce teams to improve customer identification and marketing consent across the business.
• Partner with internal teams and external agencies/partners to deliver CRM campaigns and improve the customer experience.
• Manage campaign QA, testing, reporting and ongoing optimisation.
• Use customer data and campaign results to identify opportunities to improve engagement, retention and revenue.

What We're Looking For

• Hands‑on experience using Bloomreach is essential.
• Experience with a CDP such as Amperity, Lexer, Tealium or similar.
• Strong understanding of CRM, customer segmentation, lifecycle marketing and automation.
• Comfortable working with data and using insights to make decisions.
• Experience in a retail or omnichannel environment.
• Commercially minded, with an understanding of how CRM can drive retention, repeat purchase and revenue.
• Someone who can work independently, take ownership and get things done in a fast‑paced environment.

Why Join Sports Direct?

Sports Direct is still in the early stages of its Australian journey, so there's plenty of opportunity to make your mark.

With Bloomreach and Amperity already in place, you'll be joining at a point where the foundations are there, but there's plenty of scope to build out the CRM program, test new ideas and have a real impact on how we connect with our customers.

At Accent Group Limited we are committed to creating an inclusive workplace that promotes and values diversity and inclusion. We believe in the diversity of our people across age, gender, identity, race, sexual orientation, ethnicity, physical and mental ability. We strive on creating an equal employment environment where everyone from any background can be themselves. The Accent Group acknowledges, and pays respect, to the Traditional Owners and ongoing custodians of the land. The Aboriginal and Torres Strait Islander and Maori people.