Head of Lifecycle & Loyalty

The Lottery Corporation; Melbourne; Hybrid; AUD 150,000 - 190,000; Full time

Benefits offered by this job

Hybrid work

Leave options

Recognition programs

Learning & development

Career growth

Inclusion & diversity

Community volunteering & fundraising

Job summary

The Lottery Corporation in Australia is seeking a seasoned leader to head Lifecycle & Loyalty within Growth Marketing. You will steer end-to-end customer journeys, optimize multi-channel campaigns, and drive measurable value through data-driven decisions.

You’ll lead a team, shape customer retention and lifetime value strategies, and work across data, MarTech, Retail and Digital to deliver strategic growth. Hybrid work is offered with opportunities to influence a national audience.

Qualifications

• 8+ years' experience in CRM, lifecycle or retention marketing.
• 5+ years leading and developing high-performing teams in a large consumer-facing business.
• Proven success owning and growing customer retention, loyalty or lifetime value metrics.
• Expertise designing and optimising lifecycle programmes with experimentation and incremental measurement.
• Hands-on experience with enterprise marketing automation platforms and multi-channel engagement strategies.

Responsibilities

• Own and evolve the end-to-end Lifecycle & Loyalty strategy with clear ownership and measurable outcomes.
• Drive performance and growth of owned channels (email, SMS and push) with operational excellence and compliance.
• Optimise contact strategy, channel mix, loyalty investment and membership propositions to maximise engagement and lifetime value.
• Establish a data-led, incremental measurement framework to show commercial impact of lifecycle initiatives.
• Lead and develop a high-performing Lifecycle & Loyalty team, partnering across data, MarTech, Retail and Digital.

Skills

CRM & Loyalty

Lifecycle marketing

Retention metrics

Stakeholder mgmt

Education

Bachelor's degree or equivalent

Job description

Are you ready to join the winning team at The Lottery Corporation?

We power Australia's biggest lottery games - and we're one of the world's top-performing lottery businesses. As the home of The Lott and Keno, we're building on decades of excitement and life-changing wins, bringing our games to every state and territory except WA.

For more than a century, we've been playing our role in creating positive impacts by delivering winning moments every day to our people, our customers, retailers, partners and our community.

But we're not standing still. We're evolving into an entertainment company - more customer-obsessed, more agile and driven by real outcomes.

Because at our core, it's simple: we create winning moments - and we're building the next chapter as the team behind Where Australia Comes to Play.

Reporting to the General Manager - Growth Marketing, you'll lead the Lifecycle & Loyalty team and shape the strategy, performance and long-term value of our customer relationships. You'll transform the team from campaign delivery to customer journey ownership, driving measurable commercial outcomes and championing customer-led decisions across segmentation, engagement and loyalty.

What you'll do

Own and evolve the end-to-end Lifecycle & Loyalty strategy, designing customer journeys with clear ownership, objectives and measurable commercial outcomes.

Drive the performance and growth of owned channels (email, SMS and push), ensuring operational excellence, compliance and increased customer reach.

Optimise contact strategy, channel mix, loyalty investment and membership propositions to maximise customer engagement, retention and lifetime value.

Establish a data-led, incremental measurement framework, delivering clear insight into the commercial impact of lifecycle and loyalty initiatives.

Lead and develop a high-performing Lifecycle & Loyalty team, partnering across Customer Data, MarTech, Retail and Digital to deliver strategic growth and business outcomes.

What you'll bring

8+ years' experience in CRM, lifecycle or retention marketing, including 5+ years leading and developing high-performing teams.

Proven success owning and growing customer retention, loyalty or lifetime value metrics in a large consumer-facing business.

Expertise designing and optimising lifecycle programmes, supported by strong knowledge of experimentation, control groups and incremental measurement.

Hands-on experience with enterprise marketing automation platforms and multi-channel customer engagement strategies.

Outstanding stakeholder management and communication skills, with tertiary qualifications in Marketing, Commerce or a related discipline; experience in highly regulated environments is highly regarded.

What you'll get

Not only will you receive an awesome candidate experience from our caring Talent team, but you'll get a genuine feel for who we are and what it's like to be part of our team.

The benefits of working with The Lottery Corporation are pretty good. Just to name a few:

• Balance work and life with our 'flex for great outcomes' approach - hybrid working, plus a range of generous leave options.
• Reward and recognition programs at all levels. Your hard work won't go unnoticed.
• Ignite your potential with our dedicated learning and development platform to support your bright future.
• We empower careers to grow from within. 50% of all roles in 2025 were filled by our own people, proving that your next opportunity is already here!
• A true sense of belonging. We're committed to Inclusion & Diversity with a range of initiativessuch as our Gender Aff
• Make positive impacts with opportunities to volunteer with our community partners. We'll also dollar match fundraising efforts of our employees lending their support to registered charities.

We're committed to providing a safe, respectful and supportive work environment. We encourage you to let us know if we can make any accommodations, so the process can be more user friendly for you.

We acknowledge and pay respect to the traditional custodians of the lands on which our offices, retail outlets and venues operate. We acknowledge the inextricable link First Peoples of Australia have with the land past and present.