CRM Marketing Manager

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At G’day Group, Australia’s largest regional hospitality provider, our Support Office team is at the heart of innovation, powering the success of over 300 unique locations across Australia. From technology and finance to marketing and operations, our diverse roles offer opportunities to shape the future of travel with creativity, strategic thinking, and a collaborative spirit.

We provide a dynamic environment where professionals in our Support Office team can thrive with the flexibility to balance work and life, while contributing to a company that prioritizes growth, employee wellbeing, and excellence.

If you're a forward-thinking professional eager to make a real impact, G’day Group is the place to elevate your career.

The Role

As the CRM Manager you will lead and mentor a high-performing CRM marketing team to deliver data-driven campaigns that deepen customer engagement, drive retention and foster long-term loyalty. You will oversee the end-to-end execution of lifecycle programs—across email, SMS and push—ensuring your team of five delivers personalised, timely and relevant communications that contribute directly to key business outcomes, including digital revenue, volume and member growth.

You’ll guide strategic planning, support cross-functional prioritisation, and foster a test-and-learn culture to optimise performance and unlock new opportunities. The role will champion best practice in segmentation, automation, personalisation and CRM platform usage—while ensuring data integrity and regulatory compliance.

Collaborating closely with internal teams and external partners, you’ll keep the customer at the centre of every decision, while continuously improving campaign effectiveness, leveraging insights to refine strategy, and developing team capability to stay ahead in a dynamic CRM landscape.

You will be creative, strategic, agile and customer first, with proven experience in using data to drive innovative campaigns and initiatives that deliver conversion and retention uplift.

This role will require you to:

Strategic CRM Planning

• Develop and lead the CRM marketing strategy to drive customer engagement, retention and lifetime value.
• Define the customer lifecycle journey and identify opportunities for automation, segmentation and personalisation.
• Translate business objectives into CRM campaigns and initiatives that deliver measurable impact.
• Oversee the development and execution of multi-channel CRM campaigns across email, SMS and push.
• Implement and optimise automated customer journeys, triggers and lifecycle programs.
• Manage A/B testing and reporting to improve engagement, conversion and retention.
• Monitor campaign performance and share actionable insights with stakeholders.
• Lead, coach and mentor a high-performing CRM team, fostering a culture of learning and innovation.
• Allocate team resources, set priorities and ensure on-time delivery of CRM initiatives.
• Work closely with marketing, digital, analytics and tech teams to align efforts and enhance the customer experience.
• Partner with senior leaders to advocate for CRM opportunities across the business.

Data & Platform Management

• Oversee data segmentation strategies and ensure accurate targeting based on customer behaviour and preferences.
• Maintain CRM database hygiene and compliance with data privacy regulations (e.g. GDPR, Spam Act).
• Ensure effective use of CRM platforms (e.g. Salesforce Marketing Cloud), including integration with other systems.
• Evaluate new tools and technologies to enhance CRM capability and efficiency.

Customer-Centric Innovation

• Champion a customer-first mindset and ensure communications add genuine value to the customer journey.
• Stay informed on CRM and digital marketing trends, bringing fresh ideas to enhance engagement.
• Use insights and feedback to continuously evolve CRM programs and deliver memorable experiences.

Your Experience

You will have tertiary qualifications in Management, Marketing, Communications or a related field, combined with Marketing Automation Platform experience, i.e. Salesforce Marketing Cloud, Marketo. Ideally you will have tourism, accommodation or hospitality industry knowledge with a genuine passion for the customer experience. You will be technologically savvy with the ability to operate multiple programs in conjunction with one another and a strong strategic thinker with a customer focus and analytical capabilities.

You will have exceptional communication and interpersonal skills and will pride yourself on your organisation skills and your ability to switch priorities on short notice.You will possess a high level of energy, self-motivation, autonomy, initiative, flexibility and attention to detail to be successful in meeting the business demands at Discovery Parks. Your naturally upbeat and open style will fit our cultural values. You will have a highly organised mindset with the ability to assess the urgency of work allocated to you by various stakeholders.

- Health and Wellbeing – Flexible and hybrid working arrangements / Employee Assistance Program / Discounted private health cover / BeWell Training Program / Weekly yoga and walking group / Free annual flu vaccinations

- Leave Policies – Parental leave / Volunteer leave / Study leave

- Professional Development – Leadership programs / Support of external training courses / Reimbursement of professional memberships

- Employee Savings – Discounted accommodation and experience rates / Salary packaging / Discovery partner discounts/ Free G’day Rewards membership / Loyalty recognition benefits

Discovery is a dynamic company with an energetic ‘market disrupter’ reputation. If you are passionate, adventurous, and ready to hit the ground running, we want to hear from you.

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Our ESG statement

The G’day Group acknowledges the increasing global expectation to demonstrate our approach to Environmental, Social and Governance (ESG) risk factors and sustainability in our daily operations and ongoing decision making. Our five-year ESG strategy is evolving to ensure we are committed to growing with care through supporting our people, giving back to the communities we operate in, and protecting our environment.

Conditions of Employment

Prior to an offer of employment being made, candidates must provide authority for a Federal Police Clearance to disclose any criminal offences or charges. Drivers License essential.

Unlock job insights

Salary match Number of applicants Skills match

Hospitality & Tourism 1,001-5,000 employees

The G’day Group comprises three leading Australian tourism brands in Discovery Parks, G’day Parks and loyalty program G’day Rewards. Employing more than 2,200 people Australia-wide, G’day Group has a truly national footprint of over 300 holiday parks, including 85 fully owned and operated parks and Resorts. The largest park network in the country, we’re about authentic Australian holiday experiences and inviting all Aussies to say g’day to more of Australia.

The G’day Group comprises three leading Australian tourism brands in Discovery Parks, G’day Parks and loyalty program G’day Rewards. Employing more than 2,200 people Australia-wide, G’day Group has a truly national footprint of over 300 holiday parks, including 85 fully owned and operated parks and Resorts. The largest park network in the country, we’re about authentic Australian holiday experiences and inviting all Aussies to say g’day to more of Australia.

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