Customer Engagement Lead

Reporting to: Membership Manager

Purpose To lead the development and delivery of member engagement strategies, experiences and value propositions that drive retention, loyalty and advocacy, while ensuring VRC delivers best-in-class member experiences across race day and non-race day touchpoints.

Stakeholders

Internal: EGM, Senior Managers across the business, Membership, Ticketing & Customer Operations, Marketing & Communications and wider VRC team External: Members, general public, industry stakeholders, suppliers, talent, event partners, providers, sponsors, festival associates, international affiliates.

Focus

Member Engagement Programs

Lead the planning and execution of member engagement initiatives aligned to the overall membership strategy.

Lead member experiences across race day and non-race day events.

Assist in the delivery of member onboarding programs to ensure a seamless and welcoming experience for new members.

Support the implementation of retention initiatives and member value propositions across key member segments.

Assist in the delivery of annual events calendars and member communications in collaboration with CRM and Events team

Lead the development and execution of member offers and benefits through sponsor and partner relationships.

Member Experience & Insights

Collect and analyse member insights, survey results and market research to inform engagement initiatives in collaboration with Membership Services team and Research and Insights team

Support customer journey mapping activities and identify opportunities to improve the end-to-end member experience.

Monitor member sentiment and implement initiatives that improve member outcomes.

Lead the development of initiatives that enhance race day and non-race day experiences.

Race Day Experience Delivery

Provide a member focus planning and delivery of member events and experiences across all race days, including Melbourne Cup Carnival.

Collaborate with Events & Experience teams to create and deliver race day experiences that deliver value to members.





Lead internal stakeholder groups to coordinate member engagement initiatives.

Support member issue resolution and escalations as required.

Identify and implement sponsor and partner opportunities that enhance member race day experience.

Process Improvement & Operational Excellence

Identify opportunities to improve engagement processes and member experiences.

Maintain documentation and records relating to member programs and initiatives.

Support the implementation of current systems, technologies and processes that improve engagement outcomes.

Implement new programs, processes and technologies that enhance engagement outcomes. Monitor program effectiveness and provide recommendations based on insights and performance.

Success

Measures (KPIs)

Achievement of retention and engagement targets.

Increased participation in member programs and experiences.

Improvement in member satisfaction metrics.

Successful delivery of engagement initiatives within budget.

Increased utilisation of member benefits and offers.

Continuous improvement opportunities identified and implemented.

Core Capabilities

Significant experience in membership, customer engagement, loyalty, marketing or events.

Experience developing engagement and retention strategies.

Strong stakeholder management and influencing skills.

Experience using customer insights and data to drive outcomes.

Demonstrated project management capability.

Excellent communication, presentation and facilitation skills.

Strong commercial acumen and customer focus.

Ability to lead initiatives across multiple teams.

Experience with CRM systems and customer journey design.

Values

Think VRC: We deliver with one purpose and plan. We’re one VRC team.

Create Joy: We design every experience, for our members, customers and each other, to create joy.

Be Gutsy: We are grounded in our heritage; we’re brave and curious in our pursuit of a bigger future.

F-Learn: We fail but learn, treating setbacks as opportunities for growth.

Care Deeply: We genuinely care about each other: our people, our members, are customers and our community.

📌 Customer Engagement Lead (Melbourne)
🏢 Victoria Racing Club
📍 Melbourne