CRM Tech Lead

Pet Circle; Sydney; Hybrid; AUD 140,000 - 180,000; Full time

Benefits offered by this job

Development opportunities

Flexible working environment

Up to 50% employee discount

Product sample giveaways

PawRental leave and wellbeing leave

Volunteer days

Fitness corporate partnership

Job summary

Pet Circle is seeking a CRM Tech Lead based in Sydney to own Braze end-to-end, including journey architecture, delivery, QA, automation, and measurement. You will translate customer strategy into personalised programmes across email, SMS, and push, collaborating daily with Data, Analytics, and Merchandising teams.

You will own the roadmap, implement next best action logic, and ensure high-quality deliverability and reporting.

Qualifications

• Experience using AI to redesign CRM processes and workflows.
• End-to-end ownership of a CRM or marketing automation programme.
• Ability to translate strategy inputs into live CRM programmes.
• Strong data literacy and dashboard interpretation skills.
• Proven track record of leveraging large customer datasets for personalized CRM.
• Experience managing external agency or vendor relationships.

Responsibilities

• Owning CRM channel strategy and 12-month technical roadmap with automation and personalization.
• Build lifecycle journeys in Braze: trigger logic, decisioning, content, and connected content.
• Bridge strategy and execution by implementing next best action outputs in the platform.
• Run deliverability and QA program across all CRM channels and ensure inbox placement.
• Measure performance and drive continuous improvement with reporting and insights.
• Manage CRM agency relationship and ensure timelines and outcomes.

Skills

AI in CRM

CRM strategy & execution

Cross-functional collaboration

Agency management

Data-driven decision making

Tools

Braze

Klaviyo

Iterable

Salesforce Marketing Cloud

Job description

At Pet Circle, we believe pets deserve the very best, and the people who love them deserve a better way to care for them. Since 2011, we've grown from that single idea into Australia's biggest online pet retailer, with around 700 Pet Circlers across Australia, New Zealand and the Philippines, reshaping how pet parents discover, choose and receive what their pets need.

Pet care is a $15 billion industry in Australia, and as pet ownership continues to grow, so do the expectations of modern pet parents. They want expert advice, personalised experiences, convenience and reliability, all delivered seamlessly. That's where we come in. We're building the future of pet care through technology, innovation and a deep understanding of what pets and their people need. It's a big opportunity, and we're only just scratching the surface.

The role

Pet Circle has the data, the platform, and the ambition. The CRM Tech Lead is the person who makes them work together.

This is a senior individual contributor role that owns Braze end to end - journey architecture, decisioning logic, deliverability, QA, automation, and measurement - but the scope goes beyond platform management. You will translate the customer strategy into live, personalised programmes across email, SMS, and push. Your responsibility is to ensure every communication drives a deeper, more relevant, and more impactful customer experience.

You will work closely with Data, Analytics, and Merchandising daily, manage the incoming CRM agency, and represent the CRM channel to senior stakeholders. It is a role with ownership and high visibility at a moment when CRM capability at Pet Circle is accelerating.

What you’ll be working on

• Owning the CRM channel strategy and 12-month technical roadmap - translating business priorities and next best action logic into a live programme of automation, personalisation, and channel optimisation.
• Architecting and building lifecycle journeys in Braze: trigger logic, decisioning, dynamic content, and connected content, ensuring every customer receives the right message at the right moment based on their real behaviour.
• Bridging strategy and execution by taking next best action outputs from the Customer Strategy team and implementing them accurately in the platform - the person who closes the gap between what CRM could do and what it actually does.
• Running the deliverability and QA programme across all CRM channels: protecting inbox placement, maintaining send hygiene, and holding the bar high for what goes to customers.
• Measuring performance and driving continuous improvement across all CRM activity: building and owning the reporting framework, identifying trends and opportunities in channel and campaign data, and using insight to sharpen automation logic, content strategy, and audience targeting over time.
• Managing the CRM agency relationship day to day: briefing, reviewing outputs, and holding partners accountable to agreed timelines and outcomes, while working alongside the team to implement strategic recommendations.

What we're looking for

• You use AI in your day-to-day work and you have started to redesign how you work with it - not just by moving faster, but genuinely changing your approach to building, testing, and optimising CRM programmes.
• Deep, hands-on Braze experience, or equivalent depth in tools like Klaviyo, Iterable, or Salesforce Marketing Cloud - you build and configure journeys, you do not just direct others to do it.
• A proven track record of owning a CRM or marketing automation programme end-to-end: from channel strategy through to execution, QA, and performance reporting.
• Experience translating strategic inputs - segment logic, next best action outputs, customer briefs - into live CRM programmes. You are comfortable sitting between strategy and execution and know how to make the handoff work.
• Data literacy: you work confidently with customer data, read performance dashboards, and translate insight into optimisation decisions without needing someone else to interpret it for you.
• Experience leveraging large, rich customer datasets to design and deliver highly personalised CRM programmes - you know how to move beyond batch-and-blast to build communications that reflect real customer behaviour, preferences, and lifecycle stage
• A strong cross-functional collaborator who has worked alongside data, analytics, merchandising, and product teams and knows how to get things done without a clear line of authority.
• Experience managing agency or vendor relationships and holding external partners accountable to performance and timelines.
• A clear communicator who presents CRM strategy and results confidently to senior stakeholders - you can make the channel legible to people who do not live in it.

Where you'll work

This is a Sydney-based role. Our office sits on top of Wynyard station, it's pet-friendly (of course), and we work flexibly, a mix of office and home. We believe spending time together in person is important for building strong relationships, collaborating effectively, moving quickly as a team, and having fun!

A few good things

• Heaps of development opportunities - lunch & learns, secondments & unlimited learning courses via Go1
• Flexible working environment
• Up to 50% employee discount
• Product sample giveaways
• Pawrental leave and wellbeing leave
• Volunteer days for the causes you care about
• Fitness corporate partnership

Why you'll want in

Looking after pets, and the pet parents who love them, is what gets us out of bed. That energy carries into how we work, and into what your days here would feel like.

You’ll own your patch and have the room to act on it. We move fast and decide fast, and we’d rather test an idea and learn from it than sit on it. You’ll have rich, real-time data at your fingertips to back your thinking, and the freedom to chase an opportunity the moment you spot one. The best idea wins, wherever it comes from.

What holds it together is what we stand for:

• We’re better together
• We operate with humble hearts and hungry minds
• Pets matter, so pets and pet parents always have a seat at our table
• We’re instinctively curious. Always

Everyone (& their pets) are welcome

We’re better when we don’t all think the same. Different backgrounds, perspectives and experiences make our work sharper and our days more interesting, so whoever you are, if this role excites you we’d love to hear from you, even if you don’t tick every box. And if you need anything adjusted in the process to do your best, just say the word, we’re happy to help.