Product Marketing Manager - New Member Tier

RACV; Melbourne; Hybrid; AUD 95,000 - 135,000; Full time

Benefits offered by this job

Discounts on RACV products

Hybrid working model

Career development

Job summary

RACV is redefining membership with a new New Membership Tier. You will lead the go-to-market, shaping messaging and value propositions to attract new audiences and build pathways into the broader RACV ecosystem.

You will collaborate across product, marketing, digital, insights and CX to launch and scale the proposition. With ownership of lifecycle journeys and personalised communications, you will drive data-led growth, optimise campaigns and ensure strong onboarding experiences that convert

Qualifications

• Experience owning product marketing for loyalty or subscription programs.
• Strong go-to-market and acquisition planning capabilities.
• Ability to design customer journeys and lifecycle communications.

Responsibilities

• Lead a new membership proposition to market with positioning, messaging and value proposition.
• Plan and execute go-to-market across paid, owned and earned channels.
• Partner with digital and product teams to create joining, onboarding and benefit discovery experiences.
• Identify untapped audience opportunities and priority growth segments.
• Translate insights into targeted propositions, campaigns and acquisition strategies.
• Test and optimise offers, messaging and channels to improve conversion performance.
• Design end-to-end lifecycle journeys from awareness to onboarding and engagement.
• Develop personalised communications that bring member value to life from day one.
• Create pathways encouraging deeper engagement with RACV products and services.

Skills

Product marketing

Go-to-market strategy

Lifecycle marketing

Data-driven decision making

Stakeholder engagement

Job description

Competitive Salary | Attractive Employee Benefits

About the Opportunity

At RACV, we're redefining how people experience membership. With 2.3 million members today and an ambition to grow to 3 million by 2030, this role will be instrumental in shaping how RACV attracts, engages and grows its next generation of members. Reporting to the Head of Membership & Loyalty, you'll lead the go-to-market strategy, positioning and growth of RACV's New Membership Tier, creating a compelling entry point that attracts new audiences and builds pathways into the broader membership ecosystem.

Rather than inheriting an established program and being asked to simply caretake it, you'll have the rare opportunity to help build, launch and scale a new proposition for one of Australia's most recognised heritage brands, taking it to RACV's 2.3 million members as well as new prospects. Working across product, marketing, digital, insights and customer experience, you'll bring this new tier to life through impactful campaigns, personalised member journeys and data-driven growth strategies.

What You'll Be Responsible For

Lead a New Membership Proposition to Market

• Develop the positioning, messaging and value proposition for RACV's new membership tier.
• Lead launch planning and go-to-market execution across paid, owned and earned channels.
• Partner with digital and product teams to create seamless joining, onboarding and benefit discovery experiences.

Drive Growth Through New Customer Cohorts

• Identify untapped audience opportunities and priority growth segments.
• Translate customer insight into targeted propositions, campaigns and acquisition strategies.
• Test, learn and optimise offers, messaging and channels to improve conversion performance.

Build High-Performing Customer Journeys

• Design end-to-end lifecycle journeys from awareness through to onboarding and engagement.
• Develop personalised communications that bring member value to life from day one.
• Create pathways that encourage deeper engagement with RACV products, services and membership offerings.

Deliver Data-Led Marketing Performance

• Monitor acquisition, engagement, conversion and retention metrics.
• Leverage customer and campaign insights to optimise marketing performance.
• Provide clear reporting, recommendations and growth opportunities.
• Stay across market trends, competitor activity and emerging customer needs.

About You

You're an experienced product marketer who thrives on building and growing customer propositions with clear commercial impact. Ideally, you've owned or played a lead role in the product marketing of a loyalty, membership, subscription or recurring customer program, and understand how to acquire new customers, demonstrate value early, build engagement and create pathways to deeper brand relationships.

You'll bring

• Experience owning or leading product marketing for a loyalty, membership, subscription or recurring customer program, with a strong understanding of acquisition, onboarding, engagement and retention.
• Strong product, brand, lifecycle or growth marketing capability.
• Demonstrated success developing go-to-market strategies and customer acquisition plans.
• Experience designing customer journeys and lifecycle communications.
• A commercial mindset, with the ability to connect marketing activity to business outcomes.
• Strong analytical skills and confidence using data to inform decisions.
• Exceptional stakeholder engagement and influencing capability.
• The ability to navigate ambiguity, manage competing priorities and deliver results in a fast-moving environment.

We offer

• Opportunities to work on innovative growth areas including electrification and home services.
• Discounts and benefits across selected RACV products and services.
• A collaborative and inclusive culture where your ideas and expertise are valued.
• Career development opportunities within one of Australia's most recognised member organisations.
• A flexible hybrid working model.

At RACV, we believe diversity and inclusion are essential to our continued success. We want our people to feel welcomed, supported and valued for who they are and what they bring. If you require any reasonable adjustments during the recruitment process or in the role, please let our Talent Acquisition team know.

Application process

Applicants will be required to provide evidence of their eligibility to work in Australia and consent to a criminal record check.