We’re looking for a commercially minded CRM & Retention Lead to own customer lifecycle marketing across Girls With Gems.

This role is about one thing: getting more customers to come back, more often, and increasing customer lifetime value. You’ll own email, SMS, loyalty, lifecycle automation, segmentation and retention strategy end-to-end. This is not just a campaign execution role - we want someone who can look at customer data, find opportunities, build the strategy, execute it and improve it over time. What you'll own

CRM strategy across the full customer lifecycle

Email marketing strategy, campaign calendar and execution

SMS marketing strategy and execution

Automated lifecycle journeys across welcome, browse, cart, post-purchase, win-back, VIP and reactivation

Customer segmentation and personalisation

Loyalty program strategy and optimisation

Repeat purchase and retention initiatives

Customer cohort analysis and behavioural insights

A/B testing across campaigns, flows, offers, timing and messaging

Affiliate marketing and partner performance

Reporting on CRM performance and commercial outcomes





Identifying new ways to increase purchase frequency and customer lifetime value What we're looking for

3-5+ years’ experience in CRM, lifecycle or retention marketing

Strong e-commerce experience

Strong hands-on experience with Klaviyo

Deep understanding of automation, segmentation and personalisation

Strong commercial and analytical mindset

Comfortable working with customer data and performance reporting

Solid Shopify Plus experience Strong copywriting and attention to detail

Able to take ideas from strategy through to execution and optimisation

Comfortable working in a fast-moving environment with high ownership

Fashion, beauty or DTC experience highly regarded

Loyalty and affiliate experience highly regarded This is a high-ownership role with the opportunity to build and improve a major part of the business. We’re looking for someone who is commercially sharp, curious about customer behaviour, fashion and constantly asking how we can make the customer lifecycle more effective.

📌 Senior CRM & Retention Lead (Sydney)
🏢 Girls with Gems
📍 Sydney