Transforming Customer Experiences at Accent Group
We're the leading digitally integrated retail and distribution business in Australia and New Zealand, with over 850+ stores, 34 brands, and 30+ online platforms. Our brands include Glue, Platypus, Skechers, Hype DC, Vans, Dr. Martens, Subtype, The Athletes Foot, CAT, Merrell, The Trybe, Timberland, Stylerunner, Hoka, UGG, Saucony, & Nude Lucy.
About the Role
We're looking for a CRM & Loyalty Strategist to help us build a customer-centric, data-driven retail ecosystem. You'll work with our Group Head of CRM & Loyalty to shape our strategy, analyse customer behaviours, and unlock key revenue opportunities. Your work will inspire loyalty, elevate brand engagement, and deliver ROI through strategic campaigns, platform optimisation, and seamless customer experiences.
Your Key Responsibilities:
1. Strategic Planning & Development
o Collaborate with our team to develop and execute a clear annual strategy for CRM & Loyalty that aligns with brand growth and business goals.
o Assess current CRM capabilities and market opportunities, identifying gaps and areas for improvement, while quantifying potential business value.
o Build comprehensive business cases, ROI reviews, performance metrics, and benchmarking reports to track brand and group performance in CRM and loyalty initiatives.
2. CRM & Loyalty Best Practices
o Drive awareness and implementation of CRM & Loyalty best practices across all brands, ensuring alignment with the overarching business objectives.
o Coach and upskill brand CRM teams, building their capability and helping them implement effective programs that drive results.
o Create resources such as tools, templates, and pilot programs to standardize and simplify campaign and program execution.
3. Customer Insight Generation
o Lead and oversee the research process, ensuring that insights into customer behaviours and preferences are gathered and used to inform brand strategies.
o Conduct in-depth analysis to understand customer segments, purchasing behaviour, and the impact of loyalty programs.
o Collaborate with other teams to enhance and enrich customer persona data, improving targeting and personalization efforts.
4. Martech Platform Ownership & Enablement
o Assess the fit and performance of the customer platform, ensuring it supports both current and future business needs.
o Drive the adoption of platform features across the business, ensuring maximum ROI and enabling better customer experience management.
o Regularly engage with platform vendors, ensuring updates and improvements are leveraged to enhance business efficiency and effectiveness.
5. Cross-functional Collaboration & Strategic Program Management
o Work cross-functionally with various brand teams and business stakeholders to drive continuous improvement and implement strategic marketing initiatives.
o Develop and prioritise new business cases and features, assessing impact and ROI.
o Lead or contribute as a Subject Matter Expert (SME) on strategic brand projects, ensuring that customer-centric initiatives are seamlessly executed.
Requirements
* 3-5 years of experience in retail environments, with a strong emphasis on digital marketing, CRM, or loyalty program management.
* Demonstrated success in developing and executing CRM and loyalty strategies that enhance the customer journey and drive measurable results.
* Strong analytical skills with the ability to interpret customer data, market trends, and performance metrics to derive actionable insights.
* Able to scope, plan, and execute complex strategic initiatives, balancing long-term vision with short-term tactical needs.
* Strong understanding of marketing technologies and platforms, with experience driving platform adoption and enabling teams to fully leverage these tools.
* Proven track record of working with teams at all levels to drive best practices, upskill others, and create solutions that meet customer needs.
* Commercial mindset, with the ability to assess opportunities and understand the broader impact of CRM strategies on customer engagement and revenue.
* A degree or diploma in marketing, business, or a related field is preferable and experience in CRM, customer marketing, or loyalty programs.
Join our dynamic team and help us shape the future of retail.