CRM and Retention Manager

CRM & Retention ManagerBali Body | Brighton, VIC (HQ) | Full-time, Hybrid
About the RoleThis role owns the strategy, execution, and optimisation of Bali Body's retention marketing ecosystem — spanning CRM, lifecycle marketing, and our loyalty program. Through data-led decision-making, segmentation, personalisation, and marketing automation, you'll ensure every customer touchpoint strengthens brand affinity, increases repeat purchase behaviour, and delivers measurable commercial results.
Operating at the intersection of marketing, customer insight, and commercial performance, you'll partner closely with the Head of Performance, Head of Marketing, and wider Brand and eCommerce teams to ensure CRM and loyalty initiatives support product launches, promotions, and the broader go-to-market calendar across our DTC markets (AU, UK, EU, NA).
This is a newly created role reporting to the Head of Marketing, General Manager and Directors. It is not just an email marketing function, it's the strategic retention engine that balances short-term trading performance with long-term customer loyalty and lifetime value, with our loyalty program as a central pillar of that engine. While this is an individual contributor position, it carries real weight: you'll be the driving force behind how Bali Body builds lasting relationships with customers across every DTC market we operate in.
Key Focus AreasCustomer Retention Strategy & CRMOwn and deliver Bali Body's CRM and retention marketing strategy across email, SMS, and lifecycle marketingDevelop and optimise automated customer journeys: welcome, onboarding, browse abandonment, cart recovery, post-purchase, replenishment, VIP, and win-backBuild lifecycle strategies that increase engagement, retention, and repeat purchase behaviourDrive continuous improvement through A/B testing, experimentation, and customer insightManage CRM budgeting, forecasting, and performance reporting
Loyalty Program StrategyOwn the strategy, performance, and ongoing evolution of Bali Body's loyalty/rewards program as a core driver of retention and LTVManage the loyalty program's budget, forecasting, and investment decisions, ensuring commercial ROI across all initiativesDevelop and own the annual loyalty calendar, aligning member campaigns, rewards, and product launches with commercial trade momentsDrive initiatives that increase loyalty member acquisition, engagement, and lifetime valueReview loyalty mechanics, tiers, and benefits on an ongoing basis to maximise commercial performance and customer advocacyPartner with customer-facing teams to continually elevate the loyalty member experience
Customer Segmentation & PersonalisationDevelop sophisticated segmentation strategies using behavioural and transactional dataDeliver highly personalised CRM communications across the customer lifecyclePartner with eCommerce and Performance teams to sharpen targeting using customer insightContinuously refine segmentation based on behaviour and commercial results
Go-To-Market & Commercial AlignmentPartner with the Head of Marketing and Head of Performance to align CRM and loyalty campaigns with the brand and promotional calendarTranslate commercial priorities into customer lifecycle campaignsSupport launches, promotions, and peak trading periods through targeted retention marketingEnsure CRM and loyalty communications deliver commercial outcomes without compromising brand tone and premium customer experience
Customer Insights, Reporting & PerformanceEstablish reporting frameworks across retention, engagement, loyalty, and customer value metrics (repeat purchase rate, LTV, churn, email/SMS revenue contribution, loyalty member growth, cohort performance)Translate customer data into clear, actionable recommendationsMonitor customer health metrics and identify opportunities to improve lifetime value across markets
CRM Technology & Marketing AutomationOwn CRM platform capability (e.g. Klaviyo) and the ongoing optimisation roadmapEnsure customer data integrity and effective automation across marketsManage day-to-day relationships with any CRM, loyalty, or lifecycle agency partnersStay across market-specific compliance nuances (e.g. SMS regulations in the US, GDPR in the UK/EU)
About YouYou're a commercially minded CRM, lifecycle, loyalty, or retention marketer with strong e-commerce experience and the ability to connect customer engagement to business outcomes. You understand that retention isn't just email sends or promo blasts, it's building a customer ecosystem, anchored by a strong loyalty program, that improves engagement, repeat purchase, lifetime value, and long-term brand affinity.
You Bring6–9+ years' experience in CRM, lifecycle marketing, loyalty, or retention marketing, ideally in e-commerce, DTC, beauty, or consumer-led brandsAdvanced understanding of CRM strategy, lifecycle marketing, customer retention, and loyalty programsHands-on experience with a major CRM/ESP platform (Klaviyo strongly preferred)Proven track record improving retention, repeat purchase behaviour, and customer lifetime valueExperience developing, managing, or evolving a loyalty programStrong grasp of segmentation, personalisation, and behavioural marketingComfort working with GA4 and customer analytics platformsStrong commercial acumen, able to connect retention and loyalty initiatives to revenue, profitability, and customer valueA data-led mindset with a structured, testing-driven approachExperience managing CRM platforms, agencies, and cross-functional stakeholdersConfidence working across Brand, Performance, eCommerce, and Data functionsThe ability to balance short-term trading needs with long-term customer loyalty
Why Join Bali BodyBe part of a fast-growing, founder-led global beauty brand, with genuine ownership over how customer retention and loyalty are shaped as we scaleHigh-ownership role reporting directly to business leaders, working alongside senior marketing and performance leadershipHybrid working, based out of our Brighton HQ near Melbourne (four in office, one WFH)