Head of Loyalty & Lifecycle

Adore Beauty; Melbourne; On-site; AUD 240,000 - 320,000; Full time

Benefits offered by this job

40% team discount

Paid parental leave

Birthday leave

Wellbeing Week

Hybrid working

Job summary

Adore Beauty in Melbourne is seeking a Senior Head of Loyalty & Lifecycle to lead CRM, lifecycle marketing and the Adore Rewards program, driving retention and sustainable growth across channels.

You will own loyalty strategy, manage the migration from SAP Emarsys to Braze, and partner with Digital, Marketing and Technology to deliver personalised journeys and data-driven decisions that enhance customer experiences and business results.

Qualifications

• Senior leader with experience in loyalty, CRM and lifecycle marketing.
• Experience overseeing CRM platform migrations (Braze or Emarsys).
• Proven ability to drive retention, activation and lifetime value.
• Strong commercial acumen and stakeholder management.

Responsibilities

• Own and evolve loyalty strategy and Adore Rewards, driving activation, retention and CLV.
• Set CRM & lifecycle marketing across email, SMS, app push and other channels.
• Lead technology transformation for migration from SAP Emarsys to Braze; ensure readiness and adoption.
• Develop personalised journeys and automated communications across the lifecycle.

Skills

Loyalty & CRM leadership

CRM & lifecycle marketing

Braze migration

Data-driven decisions

Tools

Braze

SAP Emarsys

Job description

A senior leadership opportunity to lead Adore Beauty's CRM, Lifecycle Marketing and Loyalty strategy, driving customer engagement and growth.

11th November, 2026

Create customer experiences that keep them coming back.
At Adore Beauty, we're passionate about creating exceptional beauty experiences and building lasting relationships with our customers. As Australia's longest-running online beauty retailer, we're home to more than 250 global brands, 13,000+ products and a team of over 200 beauty-obsessed people.

We're looking for an experienced Head of Loyalty & Lifecycle to lead the next chapter of our customer engagement strategy, bringing together CRM, lifecycle marketing and our Adore Rewards loyalty program to drive meaningful customer connections and sustainable commercial results.

Reporting to our Chief Digital Officer, this is a senior leadership opportunity to shape how we engage, retain and reward our customers, while building the capabilities that will support Adore Beauty's continued growth.

The Opportunity

You'll take ownership of our Loyalty & Lifecycle strategy, driving customer retention, repeat purchase, engagement and long-term customer value. Bringing strong commercial acumen, you'll use customer insights and performance data to evaluate opportunities, measure effectiveness and inform decisions that drive meaningful business outcomes.

A key focus will be the evolution of Adore Rewards and leading our transition from SAP Emarsys to Braze, ensuring we maximise our technology investment to deliver more personalised, relevant and effective customer experiences.

Working closely with teams across Digital, Marketing, Technology, Data, Finance, Customer Experience and Retail, you'll balance customer experience with commercial performance, turning customer insights into opportunities for growth.

What you'll be responsible for:

• Loyalty strategy: Own and evolve the Adore Rewards proposition, including tiers, benefits, rewards and member engagement, driving activation, retention, redemption and customer lifetime value.
• CRM & lifecycle marketing: Set the strategy across email, SMS, app push and other owned channels, optimising engagement, conversion, revenue and channel performance.
• Technology transformation: Lead the CRM business workstream for our migration from SAP Emarsys to Braze, overseeing strategy, implementation readiness, testing, adoption and ongoing optimisation.
• Customer personalisation: Develop sophisticated segmentation, automated journeys and personalised communications across the customer lifecycle, from onboarding and activation through to retention and winback.
• Commercial performance: Use customer insights, data and experimentation to measure performance, identify opportunities and drive incremental revenue, repeat purchase and profitability.
• Leadership & collaboration: Lead, coach and develop our Loyalty & Lifecycle team, building strong cross-functional partnerships and influencing strategic decisions across the business.

What you'll bring

You’ll be a commercially minded loyalty and CRM leader who understands how to turn customer data, technology and insights into meaningful experiences and measurable business outcomes.

You’ll ideally bring:

• Significant senior experience across loyalty, CRM, lifecycle marketing and/or customer retention, ideally within ecommerce or retail.
• A proven track record owning CRM and owned-channel performance across email, SMS and app push.
• Experience developing customer lifecycle strategies, personalised journeys, segmentation and automated communications.
• Experience leading or contributing to a major CRM platform implementation or migration. Braze experience will be highly regarded.
• Strong commercial acumen, with the ability to interpret customer lifetime value, retention, incremental revenue, margin and loyalty economics.
• Experience developing and optimising loyalty propositions, including rewards, benefits and tiered programs.
• A data-led approach to decision-making, experimentation and performance measurement.
• Strong people leadership skills, with the ability to develop high-performing teams and influence senior stakeholders.

Why Adore Beauty?

We're a team that loves what we do, celebrates individuality and is always looking for ways to do things better. We value fresh thinking, different perspectives and the ideas that challenge us to keep moving forward.

At Adore Beauty, you'll have the opportunity to make a genuine impact in a growing, ASX-listed business, working alongside passionate people who are customer-first, collaborative and always evolving.

A few of the perks you’ll enjoy:

• 40% team discount from day one across our extensive beauty offering.
• Paid parental leave – 12 weeks for all parents.
• Birthday leave – an extra day to celebrate you.
• Wellbeing Week – access to 5 additional leave days throughout the year
• Hybrid working – with a mix of office collaboration and working from home.

Ready to make an impact?

If you're passionate about loyalty, customer engagement and building experiences that keep customers coming back, we'd love to hear from you.