CRM Marketing Specialist

3 months ago

Greater Adelaide SA, Australia G'day Group Full time

Be part of the growth of a South Australian success story
- Join the leading Marketing team in South Australia
- Fun, energetic and open culture with great discounts for you and your family

**About Us**

G’day Group is recognised as Australia’s largest regional accommodation provider and a leading tourism organisation in Australia. The business has an enviable portfolio of brands and a truly national footprint that continues to expand, including 85+ owned and operated parks and resorts (Discovery Parks), 220+ licensed independent parks (G’day Parks), 230,000+ G’day Rewards members and the #1 travel app in the App Store (WikiCamps).

With origins in the holiday park industry, in recent years G’day Group has been rapidly diversifying into premium, experiential tourism and investing in even better digital experiences across platforms. Through this growth, we’ve remained focused on our promise to provide authentic Australian holiday experiences that connect our customers with regional pockets of Australia.

**The Role**

As the CRM Marketing Specialist you will leverage your creative and analytical skills to establish a future vision for campaign automation through the best-in-class platform, Salesforce Marketing Cloud (SFMC).

You will be responsible for ideating, writing, and executing seamless and effective CRM campaigns to drive acquisition, optimise retention and develop lifetime value. You will also be responsible for developing the campaign strategy for Discovery Parks & Resorts lifecycle programs, working with the broader marketing team to leverage insights for improved conversion within key markets, including end to end management of activity, from building audience segments through to implementation of automated journeys and behavioural/trigger-based campaigns.

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

The role will require you to:

- Work closely with the CRM and broader marketing team to develop, write and execute CRM strategies through different touchpoints to drive engagement through acquisition and retention strategies.
- Develop, refine and drive the CRM roadmap supporting the customer lifecycle program aligned to business goals through data from customer insight, segmentation, analytics and purchase behaviour.
- Implement and continuously review and optimise marketing automation journeys and triggers within SFMC to deliver relevant and personalised communications to customers based on their behaviour and lifecycle stage, aligned with business outcomes.
- Be the owner of customer metrics, continuously reviewing and analysing to share with the business and drive KPIs - retention and churn metrics, lifetime spend, purchase frequency, transaction value, first/second/multiple purchase behaviour, product purchase (pre and post) insight. Prepare reporting to share our weekly/monthly/quarterly insights to the leadership team.
- Develop test plans and seek ways to improve the customer journey.
- Work collaboratively with the brand managers & broader marketing team to support the execution and experiment with different content to drive business and customer results.
- Taking a data driven approach using platform, product and customer insights to formulate hypotheses, develop marketing activity and multi-variant testing to drive growth.
- Develop a deep understanding of customer segments, their triggers/barriers, needs/wants, specific journeys and how to best add value to their experience throughout every stage of their journey.
- Demonstrate understanding of all relevant regulatory and legal requirements around customer data privacy, consent and security.

**Your Experience**

To be successful in the role you will ideally have Tertiary qualifications in Business, Marketing, Communications, or a relevant discipline, with strong technological understanding and ability to operate multiple program in conjunction with one another. You will have a proven track record in executing data-driven marketing campaigns that drive results. Experience with Customer Engagement Platforms (e.g., Salesforce Marketing Cloud) is advantageous.

You will have a strategic mindset with a customer-centric approach and exceptional analytical abilities. You will consider your communication skills, both written and verbal, one of your strengths and pride yourself on your stakeholder engagement skills. You will thrive in a fast-paced and outcome focused environment and have a can-do attitude.

You will be naturally curious and possess a high level of energy, self-motivation, autonomy, initiative and flexibility to be successful in meeting the business demands at G’day Parks. Your naturally upbeat and open style will fit our cultural values.

G’day Group is a dynamic company with an energetic ‘market disrupter’ reputation. If you are passionate, adventurous, and ready to hit the ground

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