CRM Manager - Sports Direct

Accent Group Limited; Sydney; On-site; AUD 120,000 - 170,000; Full time

Job summary

Accent Group Limited - Sports Direct Australia is growing its CRM function in-house. We are seeking a CRM Manager to own the channel and shape engagement across email, SMS, segmentation, automation and retention.

Reporting to the Head of Marketing & Digital, you will manage Bloomreach and Amperity, develop lifecycle journeys and collaborate with Marketing, Ecommerce and Partnerships to drive engagement and revenue.

Qualifications

• Hands-on Bloomreach experience is essential.
• Experience with a CDP such as Amperity or similar.
• Strong CRM, segmentation, lifecycle marketing and automation knowledge.
• Comfortable with data to inform decisions.
• Experience in retail or omnichannel environments.
• Commercial mindset focused on retention and revenue.
• Ability to work independently and deliver in a fast-paced setting.

Responsibilities

• Manage day-to-day email and SMS programs in Bloomreach from planning to deployment and optimization.
• Build and manage customer segments in Amperity for lifecycle marketing and paid media.
• Develop and optimize automated journeys across key touchpoints such as welcome and loyalty.
• Track CRM performance including growth, retention and lifetime value.
• Collaborate with Store and Ecommerce teams to improve marketing consent and identification.
• Partner with internal teams and agencies to deliver CRM campaigns and enhance the customer experience.
• Oversee QA, testing, reporting and ongoing optimization of campaigns.
• Identify opportunities to boost engagement and revenue from customer data and results.

Skills

CRM strategy

Customer segmentation

Lifecycle marketing

Automation

Data-driven decisions

Stakeholder collaboration

Tools

Bloomreach

Amperity

Lexer

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.