(10/10/2025) Head of Personalisation

Overview

Baby Bunting is Australia’s largest nursery specialty retailer, but we’re much more than that. We’re a growing community dedicated to supporting parents through every step of their journey.

Our purpose? To share in the joy and provide support through the challenges of raising little ones by empowering parents to make the best choices for their families.

We’re looking for a Head of Personalisation & Customer Engagement who is passionate about loyalty, customer lifecycle marketing, and creating highly personalised experiences across digital, store, and all customer touchpoints including CRM & Loyalty. This role is perfect for a commercially minded leader who thrives on driving data-led strategies, building cross-functional partnerships, and shaping the future of customer engagement.

Success in this role calls for strong business acumen, proven experience in personalisation, loyalty strategy and CRM and the ability to work across Marketing, Digital, Data & Analytics, IT, Customer Care, and Store Operations. You’ll play a pivotal role in relaunching our Baby Bunting Family loyalty program, optimising 1:1 communications, and implementing Martech solutions that deliver measurable commercial impact.

Key Deliverables

- Customer Engagement & Loyalty

- Own the end-to-end personalisation strategy, including segmentation, content, product recommendations, and offer targeting across all customer touchpoints.

- Optimise 1:1 communication channels (email, SMS, MMS) to support trade marketing and lifecycle engagement.

- Lead the redesign and relaunch of the Baby Bunting Family loyalty program, aligned with our Customer Value Proposition (CVP).

- Martech & Data Strategy

- Oversee the implementation and optimisation of core Martech platforms, including CEP, Loyalty Engine, Customer Feature Store, and DAM.

- Drive the development of a single customer view, enabling real-time activation of customer insights.

- Define and implement a measurement framework to track customer lifetime value, offer performance, and campaign ROI.

- Cross-Functional Leadership

- Lead change management and capability uplift across teams to embed new tools and processes.

- Champion a test-and-learn culture to optimise journeys, loyalty mechanics, and personalisation outcomes.

- Collaborate with Data & Analytics, Marketing, Digital, IT, Customer Care, Store Operations, and external partners to ensure alignment and delivery of scalable initiatives.

- What you’ll bring to the role

- Proven experience leading loyalty program transformation and personalisation strategy in a multi-channel retail or consumer-facing environment.

- Expertise in Martech platforms including Emarsys, Cheetah, Constructor.io, ContentStack, Auth0, and DataBricks.

- Strong analytical capability with experience defining segmentation and activating insights.

- Strategic thinker with strong commercial acumen and a hands-on approach to execution.

- Exceptional stakeholder management and communication skills.

What’s in it for you…

- 📈We’re transforming our business to deliver next-level customer experiences – when we grow, you grow

- 🌱 Training pathways designed to encourage personal growth and professional development

- 🛍️ Employee discount – enjoy great savings across our range

- 👨👩👧👦 Family discount to support the people who matter most

- 👶 Paid parental leave for both primary and secondary carers

- Annual flu shots to help keep you healthy

- 🏡 Hybrid working – 3 days in the office, 2 days from home for better balance

- 🤝 A dynamic, friendly team environment where you’ll be challenged and supported to achieve personal and business goals

- 💬 Access to our Employee Assistance Program for additional wellbeing support

Please note:

- All successful applicants must have the right to work in Australia and will be required to undergo a Right to Work check.

- Due to the nature of the role, successful applicants may also be required to undergo background checks relevant to the position.

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