Senior CRM Manager

BABYBOO Fashion; Sydney; Hybrid; AUD 120,000 - 180,000; Full time

Benefits offered by this job

Birthday annual leave

Parental leave

Masterclass subscription

BABYBOO Thrive Program

Staff discount 40%

Clothing allowance for events

Hybrid work model

Job summary

BABYBOO Fashion in Sydney is seeking a Senior CRM Manager to lead our global CRM programs and drive customer lifetime value. You will own email, SMS, loyalty and referral strategies, and build scalable lifecycle journeys across markets.

You will lead a data-informed team, collaborate with Ecommerce, Brand, Product and Data teams, and translate insights into personalisation, automation and targeted campaigns that boost engagement and revenue.

Qualifications

• Extensive experience in CRM, retention or lifecycle marketing, preferably in Ecommerce, Retail, Fashion or related fields.
• Proven track record building and executing successful CRM strategies that drive retention and revenue.
• Knowledge of customer lifecycle marketing, segmentation, personalisation and automation.
• Experience managing CRM platforms and marketing automation tools.
• Excellent analytical skills and ability to translate data into actionable strategies.
• Proven leadership experience building and guiding high-performing teams.
• Strong project management skills with ability to handle multiple priorities.

Responsibilities

• Own and execute BABYBOO’s global CRM strategy across Email, SMS, Loyalty and Referral.
• Develop and optimise customer lifecycle journeys from acquisition to VIP experiences.
• Lead segmentation, personalisation and behavioural targeting strategies.
• Plan, execute and optimise the CRM campaign calendar aligned with launches and promotions.
• Analyse behaviour, campaign performance and retention metrics to identify growth.
• Drive CRM automation, platform optimisation and scalable processes.
• Collaborate cross-functionally with Ecommerce, Brand, Creative, Product, CX and Data teams.
• Lead and develop a high-performing CRM team with a culture of innovation and accountability.
• Own CRM commercial performance including revenue, retention and engagement targets.

Skills

CRM strategy

Retention marketing

Lifecycle marketing

Team leadership

Analytics

Marketing automation

Ecommerce

Tools

HubSpot

Salesforce

Marketing automation tools

Job description

BABYBOO is a rapidly scaling Australian fashion eCommerce brand, shipping statement pieces around the world. We exist to empower women to look and feel incredible for their most special moments – from first click to final wear.

We move fast, we back our ideas with data, and we’re obsessed with our customer. With a strong foothold in Australia, the USA, UK and Europe, we’re building a global brand with a loyal, hype-driven community at the core.

The Opportunity

We are looking for a Senior CRM Manager to lead and evolve our customer retention strategy across all markets. This role is responsible for driving customer lifetime value through best-in-class CRM programs, customer journeys, segmentation strategies and lifecycle marketing initiatives.

You will own the end-to-end CRM function, ensuring every customer communication feels personalised, relevant and aligned with our brand. Combining creativity with commercial thinking, you will use customer insights and performance data to deliver exceptional customer experiences that drive engagement, retention and revenue growth.

Crucially, you are both a strategic thinker and an operational leader, capable of building scalable CRM programs while developing a high-performing team and fostering strong cross-functional collaboration.

You will

• Own and execute BABYBOO’s global CRM strategy across Email, SMS, Loyalty and Referral, driving customer retention, engagement and lifetime value.
• Develop and optimise customer lifecycle journeys, including acquisition, onboarding, engagement, reactivation and VIP experiences.
• Lead customer segmentation, personalisation and behavioural targeting strategies to deliver highly relevant customer experiences.
• Plan, execute and optimise the CRM campaign calendar, ensuring alignment with product launches, promotions and commercial priorities.
• Analyse customer behaviour, campaign performance and retention metrics to identify growth opportunities and continuously improve results.
• Drive CRM automation, platform optimisation and scalable processes that enhance efficiency and customer experience.
• Collaborate cross-functionally with Ecommerce, Brand, Creative, Product, Customer Experience and Data teams to deliver integrated campaigns.
• Lead, mentor and develop a high-performing CRM team while fostering a culture of innovation, accountability and continuous improvement.
• Own CRM commercial performance, including revenue, retention and engagement targets, while managing reporting, budgets and external partners.

You are

• Extensive experience in CRM, retention marketing or lifecycle marketing, ideally within Ecommerce, Retail, Fashion (direct to consumer), quick service restaurant or home electronic environments.
• Proven experience developing and executing successful CRM strategies that drive customer retention and revenue growth.
• Proven knowledge of customer lifecycle marketing, segmentation, personalisation and automation.
• Experience managing CRM platforms and marketing automation tools.
• Excellent analytical skills with the ability to translate data into actionable insights and strategies.
• Proven leadership experience with the ability to build, develop and inspire high-performing teams.
• Strong project management and organisational skills with the ability to manage multiple priorities simultaneously.
• A customer-first mindset with a passion for delivering exceptional customer experiences.

Why You’ll Love Working At BABYBOO

Growth: we’re on a serious upward trajectory – there’s room to grow your remit as we scale globally.

Perks: birthday annual leave, parental leave, masterclass subscription, access to BABYBOO Thrive Program providing unique experiences to support our teams physical and mental wellness, 40% staff discount, clothing allowance for three events a year.

Hybrid: a mix of HQ time for collaboration and home days for deep work.

Team: a high-energy, supportive team who care about doing great work and having fun along the way.