General Manager Customer Brand and Loyalty

Freedom Furniture Australia Pty Limited; Sydney; On-site; AUD 250,000 - 360,000; Full time

Job summary

Freedom Furniture Australia Pty Limited is seeking a General Manager for Customer, Brand & Loyalty to lead the customer growth strategy across Australia and New Zealand. Report to the Executive General Manager, you will own the loyalty, CRM and brand initiatives to drive engagement and commercial outcomes.

You will oversee brand, marketing, loyalty, CRM, insights, media, content and eCommerce, shaping enterprise strategy with executive stakeholders and leading a high-performing team through

Qualifications

• Tertiary qualifications in Marketing, Business, Commerce, Communications or a related field.
• Extensive senior leadership experience across customer, marketing, loyalty, brand or digital functions.
• Proven success delivering customer growth strategies within a multi-channel retail environment.
• Experience building and growing consumer brands and loyalty programs.
• Strong customer insight, CRM and digital marketing capability.
• Demonstrated experience leading transformation and organisational change.
• The ability to influence executive stakeholders and shape enterprise-wide strategy.
• A track record of building and leading large, high-performing teams.

Responsibilities

• Develop and execute Freedom's customer growth strategy across acquisition, retention, advocacy and customer lifetime value.
• Lead the customer and marketing plan, aligning investment and activity with commercial objectives.
• Drive brand growth, awareness, consideration and preference across Australia and New Zealand.
• Lead customer insight and Voice of Customer programs that influence enterprise-wide decisions.
• Own and evolve the MyFreedom loyalty and CRM strategy to increase engagement and commercial contribution.
• Oversee omnichannel media, customer acquisition and digital marketing strategies.
• Partner with Retail, Operations and Technology teams to deliver seamless omnichannel customer experiences.
• Drive innovation and transformation initiatives, leveraging AI, automation and emerging technologies.
• Lead and develop high-performing teams across Brand, Marketing, eCommerce, Loyalty, CRM, Media and Customer Insights.
• Manage budgets, performance reporting and strategic scorecards to ensure strong commercial outcomes.

Skills

Senior leadership

CRM

Digital marketing

Brand management

Customer growth strategy

Stakeholder influence

Education

Marketing / Business / Commerce / Communications degree

Tools

CRM software

Job description

General Manager Customer Brand and Loyalty

• Country: Australia
• Job Type: Full Time

About this role

General Manager - Customer, Brand & Loyalty

Are you a commercially minded customer leader who thrives on building brands, driving growth and creating exceptional customer experiences?

At Freedom, we're transforming how customers experience furniture and home living across Australia and New Zealand. We're looking for an experienced and inspiring General Manager Customer, Brand & Loyalty to lead our customer growth agenda and help position Freedom as the most trusted and customer-led retailer in our category.

About the Role

Reporting to the Executive General Manager, this senior leadership role is responsible for accelerating customer growth, loyalty, brand strength and customer trust across Australia and New Zealand. You'll lead an integrated customer function spanning brand, marketing, loyalty, CRM, customer insights, media, eCommerce content and customer engagement.

As the voice of the customer at executive level, you'll use data, insights and market understanding to influence strategy, drive commercial performance and deliver meaningful customer outcomes.

Key Responsibilities

• Develop and execute Freedom's customer growth strategy across acquisition, retention, advocacy and customer lifetime value.
• Lead the customer and marketing plan, aligning investment and activity with commercial objectives.
• Drive brand growth, awareness, consideration and preference across Australia and New Zealand.
• Lead customer insight and Voice of Customer programs that influence enterprise-wide decisions.
• Own and evolve the MyFreedom loyalty and CRM strategy to increase engagement and commercial contribution.
• Oversee omnichannel media, customer acquisition and digital marketing strategies.
• Partner with Retail, Operations and Technology teams to deliver seamless omnichannel customer experiences.
• Drive innovation and transformation initiatives, leveraging AI, automation and emerging technologies.
• Lead and develop high-performing teams across Brand, Marketing, eCommerce, Loyalty, CRM, Media and Customer Insights.
• Manage budgets, performance reporting and strategic scorecards to ensure strong commercial outcomes.

About You

You'll bring a unique combination of strategic leadership, customer obsession and commercial acumen.

To be successful, you'll have:

• Tertiary qualifications in Marketing, Business, Commerce, Communications or a related field.
• Extensive senior leadership experience across customer, marketing, loyalty, brand or digital functions.
• Proven success delivering customer growth strategies within a multi-channel retail environment.
• Experience building and growing consumer brands and loyalty programs.
• Strong customer insight, CRM and digital marketing capability.
• Demonstrated experience leading transformation and organisational change.
• The ability to influence executive stakeholders and shape enterprise-wide strategy.
• A track record of building and leading large, high-performing teams.

What Success Looks Like

You'll drive measurable improvements across:

• Customer retention, advocacy and lifetime value.
• Brand awareness, consideration and preference.
• Sales growth, traffic growth and market share.
• Loyalty member acquisition, engagement and retention.
• Marketing ROI and customer acquisition efficiency.
• Team engagement and leadership capability.

Why Join Freedom?

This is a rare opportunity to shape the future of one of Australia's most recognised retail brands. You'll join a passionate leadership team, influence strategic direction and play a critical role in delivering Freedom's transformation journey.

If you're an innovative customer leader with a passion for growth, brand building and creating customer experiences that matter, we'd love to hear from you.