Head of CRM & Digital Channels

About the role

Our client is one of Australia's leading fresh food and QSR retailers, built on delivering quality products and exceptional customer experiences. As the business continues to evolve its digital capability, an exciting opportunity has emerged for an experienced digital and customer growth leader to shape the next phase of customer engagement and commercial performance.

The Opportunity

Reporting directly to the Chief Marketing Officer, the Head of CRM & Digital Channels will be responsible for leading the strategy, optimisation and growth of our clients owned digital ecosystem.

This is a highly visible leadership role with responsibility for transforming digital channels into a significant driver of customer engagement, loyalty, revenue growth and lifetime value. You will own the end to end customer journey across CRM, loyalty, website, app, Order Ahead and digital customer touchpoints, ensuring a seamless and connected experience from first interaction through to repeat purchase.

With a strong focus on commercial outcomes, you will leverage customer data, segmentation, personalisation and lifecycle marketing to unlock growth opportunities, improve conversion and increase customer retention.

Key Responsibilities Digital Growth & Customer Experience

• Define and execute the digital channels and CRM strategy across all owned platforms.
• Optimise customer journeys to improve acquisition, conversion, engagement and retention.
• Identify opportunities to increase digital revenue and customer lifetime value.
• Lead continuous improvement across website performance, user experience and conversion optimisation.

CRM, Loyalty & Lifecycle Marketing

• Own customer data strategy, database health and audience segmentation.
• Develop and implement lifecycle marketing programs across acquisition, onboarding, retention and reactivation.
• Drive loyalty program performance through enhanced customer engagement, personalisation and reward strategies.
• Deliver measurable improvements in customer frequency, spend and retention.

Digital Ecosystem & Platform Integration

• Lead the integration and optimisation of key digital platforms including website, app, loyalty and ordering channels.
• Create a seamless customer experience across all digital touchpoints.
• Partner with technology and external vendors to ensure platforms are scalable, connected and customer centric.

Commercial Performance & Optimisation

• Establish clear performance metrics and growth targets across owned channels.
• Drive return on investment across digital initiatives, CRM programs and loyalty activities.
• Analyse customer behaviour and performance data to inform decision making and prioritisation.
• Reduce reliance on paid acquisition channels by maximising the value of owned audiences and customer relationships.

Leadership & Stakeholder Management

• Lead and develop the CRM and digital channels function.
• Manage internal stakeholders and external agency/vendor relationships to deliver business outcomes.
• Champion a culture of experimentation, optimisation and data driven decision making.
• Work collaboratively across marketing, operations, technology and commercial teams to execute strategic initiatives.

About You

To be successful in this role, you will bring:

• Significant experience leading CRM, digital channels, loyalty or customer growth functions.
• A strong commercial mindset with a proven track record of driving revenue, conversion and customer retention outcomes.
• Deep expertise in customer lifecycle marketing, segmentation, personalisation and CRM strategy.
• Experience managing digital products and customer facing platforms including websites, apps and loyalty programs.
• Exceptional analytical skills with the ability to translate data into actionable growth strategies.
• Experience leading cross functional teams, agency partners and complex stakeholder groups.
• Previous experience within retail, hospitality, QSR or other high volume consumer facing environments will be highly regarded.