CRM & Loyalty Manager

Since 1906, New Balance has empowered people through sport and craftsmanship to create positive change in communities around the world. We innovate fearlessly, guided by our core values and driven by the belief that conventions were meant to be challenged. We foster a culture in which every associate feels welcomed and respected, where leaders and creatives are inspired to shape the world of tomorrow by taking bold action today. At New Balance, We Got Now.

Are you a data-driven marketer with a passion for customer experience and digital innovation? We're looking for a strategic and hands-on eCommerce CRM & Loyalty Manager to lead the evolution of our CRM and Loyalty programs across Australia & NZ. This is your chance to shape omnichannel customer journeys, drive eCommerce revenue, and build lasting brand affinity.

What you'll do

As the CRM & Loyalty lead, you'll be responsible for growing and engaging our customer database to drive conversion, retention, and lifetime value. Your key responsibilities include:

Strategy & Innovation

• Develop and execute CRM and digital marketing strategies aligned with global business goals.
• Lead segmentation, personalization, and lifecycle marketing using first-party and behavioral data.
• Design loyalty programs that go beyond transactional rewards—think experiential, differentiated, and engaging.
• Ensure seamless integration of CRM and Loyalty programs across digital and physical channels.

Lifecycle & email marketing

• Collaborate with Brand and eCommerce teams to create compelling, conversion-optimized email campaigns.
• Manage full lifecycle communications: onboarding, win-back, retention, birthdays, anniversaries, and loyalty milestones.
• Drive subscriber growth and retention through customer-centric strategies.
• Leverage retail stores to enhance acquisition and database growth.

Loyalty Strategy & Execution

• Optimize program structure and reward mechanics based on customer insights and market trends.
• Monitor engagement, redemption, tier migration, and ROI.
• Benchmark against competitors to ensure differentiation and commercial success.
• Analyze campaign performance to refine and improve future initiatives.

Analytics & optimization

• Partner with analytics teams to build dashboards and track CRM/Loyalty performance.
• Use predictive models to identify growth opportunities and retention risks.
• Report on key metrics: CRM-driven revenue, database health, LTV, CCR, and engagement.
• Ensure compliance with data privacy regulations and best practices.

Cross-functional collaboration

• Be the voice of the customer across eCommerce, Retail, Brand, and Digital Product teams.
• Champion test-and-learn approaches and share insights across the business.

What success looks like

• CRM contribution to total eCommerce revenue
• Subscriber growth and engagement
• Lifetime value and customer conversion rate
• Retention and repeat purchase frequency
• Loyalty program activation and customer satisfaction (NPS)

What you'll bring

• 5+ years' experience in CRM & Loyalty strategy within eCommerce or Retail.
• Proficiency with CDPs (Tealium, Lexer, TreasureData), ESPs (Emarsys, Salesforce Marketing Cloud, Braze), and analytics platforms.
• Strong cross-functional collaboration skills and business acumen.
• Creative, customer-first mindset with a passion for performance-driven marketing.
• Highly organized, results-oriented, and an excellent communicator.

Work perks

• Career in a reputable, global brand
• Generous discounts for you and your family
• Life insurance
• A day off on your birthday
• Hybrid work
• Bonus program;
• Plus more.

Ready to lead the charge in customer engagement and digital growth? Apply now with your CV and Cover Letter.