Job Description
Victorian Racing Club VRC – Flemington VIC
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Customer Engagement Lead
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Reporting to: Membership Manager
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Purpose
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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.
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Stakeholders
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Internal: EGM, Senior Managers across the business, Membership, Ticketing & Customer Operations, Marketing & Communications and wider VRC team
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External: Members, general public, industry stakeholders, suppliers, talent, event partners, providers, sponsors, festival associates, international affiliates.
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Focus
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Member Engagement Programs
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Lead the planning and execution of member engagement initiatives aligned to the overall membership strategy.
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Lead member experiences across race day and non-race day events.
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Assist in the delivery of member onboarding programs to ensure a seamless and welcoming experience for new members.
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Support the implementation of retention initiatives and member value propositions across key member segments.
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Assist in the delivery of annual events calendars and member communications in collaboration with CRM and Events team
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Lead the development and execution of member offers and benefits through sponsor and partner relationships.
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Member Experience & Insights
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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
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Support customer journey mapping activities and identify opportunities to improve the end-to-end member experience.
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Monitor member sentiment and implement initiatives that improve member outcomes.
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Lead the development of initiatives that enhance race day and non-race day experiences.
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Race Day Experience Delivery
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Provide a member focus planning and delivery of member events and experiences across all race days, including Melbourne Cup Carnival.
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Collaborate with Events & Experience teams to create and deliver race day experiences that deliver value to members.
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Lead internal stakeholder groups to coordinate member engagement initiatives.
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Support member issue resolution and escalations as required.
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Identify and implement sponsor and partner opportunities that enhance member race day experience.
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Process Improvement & Operational Excellence
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Identify opportunities to improve engagement processes and member experiences.
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Maintain documentation and records relating to member programs and initiatives.
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Support the implementation of new systems, technologies and processes that improve engagement outcomes.
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Implement new programs, processes and technologies that enhance engagement outcomes.
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Monitor program effectiveness and provide recommendations based on insights and performance.
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Success Measures (KPIs)
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Achievement of retention and engagement targets.
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Increased participation in member programs and experiences.
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Improvement in member satisfaction metrics.
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Successful delivery of engagement initiatives within budget.
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Increased utilisation of member benefits and offers.
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Continuous improvement opportunities identified and implemented.
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Core Capabilities
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Significant experience in membership, customer engagement, loyalty, marketing or events.
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Experience developing engagement and retention strategies.
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Strong stakeholder management and influencing skills.
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Experience using customer insights and data to drive outcomes.
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Demonstrated project management capability.
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Excellent communication, presentation and facilitation skills.
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Robust commercial acumen and customer focus.
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Ability to lead initiatives across multiple teams.
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Experience with CRM systems and customer journey design.
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Values
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Think VRC: We deliver with one purpose and plan. We're one VRC team.
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Create Joy: We design every experience, for our members, customers and each other, to create joy.
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Be Gutsy: We are grounded in our heritage; we're brave and curious in our pursuit of a bigger future.
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F-Learn: We fail but learn, treating setbacks as opportunities for growth.
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Care Deeply: We genuinely care about each other: our people, our members, are customers and our community.
#J-*****-Ljbffr

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