Victorian Racing Club VRC – Flemington VIC

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 new 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 perks 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.

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📌 Customer Engagement Lead (Melbourne)
🏢 Victorian Racing Club VRC
📍 Melbourne