Head of Loyalty & Lifecycle, CRM & Personalization

Adore Beauty Group; Melbourne; Hybrid; AUD 180,000 - 260,000; Full time

Benefits offered by this job

40% team discount from day one across

Parental leave 12 weeks

Birthday leave

Wellbeing Week

Job summary

Adore Beauty Group is seeking an experienced Head of Loyalty & Lifecycle to lead the loyalty, CRM and lifecycle strategy, including the Adore Rewards program and a migration from SAP Emarsys to Braze. You will drive activation, retention and long-term customer value across channels, partnering with Digital, Marketing, Technology and Finance.

You will shape customer experiences, balance commercial performance with customer insights, and build a high-performing team across the business.

Qualifications

• Senior experience across loyalty, CRM, lifecycle marketing and/or customer retention.
• Proven track record owning CRM and owned-channel performance across email, SMS and app push.
• Experience developing lifecycle strategies, personalised journeys, segmentation and automated communications.
• Experience leading or contributing to a major CRM platform implementation or migration (Braze preferred).

Responsibilities

• Own and evolve the loyalty proposition, including tiers, benefits, rewards and member engagement.
• Set strategy across email, SMS, app push and other owned channels to optimise engagement and revenue.
• Oversee migration from SAP Emarsys to Braze, including strategy, readiness, testing and adoption.
• Develop sophisticated segmentation and automated journeys across the lifecycle from onboarding to retention and winback.
• Use insights and experimentation to measure performance and drive incremental revenue and profitability.
• Lead and develop the Loyalty & Lifecycle team and influence senior stakeholders.

Skills

Loyalty & CRM leadership

CRM & lifecycle marketing

Customer retention

Data-driven decision making

Tools

Braze

SAP Emarsys

Job description

Adore Beauty Group is seeking an experienced Head of Loyalty & Lifecycle to lead the loyalty, CRM and lifecycle strategy, including the Adore Rewards program and a migration from SAP Emarsys to Braze. You will drive activation, retention and long-term customer value across channels, partnering with Digital, Marketing, Technology and Finance.

You will shape customer experiences, balance commercial performance with customer insights, and build a high-performing team across the business.