CRM & Retention Manager

Bali Body | Brighton, VIC (HQ) | Full-time, Hybrid

About the Role

This role owns the strategy, execution, and optimisation of Bali Body's retention marketing ecosystem — spanning CRM, lifecycle marketing, and our loyalty program. Through data-led decision-making, segmentation, personalisation, and marketing automation, you'll ensure every customer touchpoint strengthens brand affinity, increases repeat purchase behaviour, and delivers measurable commercial results.

Operating at the intersection of marketing, customer insight, and commercial performance, you'll partner closely with the Head of Performance, Head of Marketing, and wider Brand and eCommerce teams to ensure CRM and loyalty initiatives support product launches, promotions, and the broader go-to-market calendar across our DTC markets (AU, UK, EU, NA).

This is a newly created role reporting to the Head of Marketing, General Manager and Directors. It is not just an email marketing function, it's the strategic retention engine that balances short-term trading performance with long-term customer loyalty and lifetime value, with our loyalty program as a central pillar of that engine. While this is an individual contributor position, it carries real weight: you'll be the driving force behind how Bali Body builds lasting relationships with customers across every DTC market we operate in.

Key Focus Areas

Customer Retention Strategy & CRM

- Own and deliver Bali Body's CRM and retention marketing strategy across email, SMS, and lifecycle marketing
- Develop and optimise automated customer journeys: welcome, onboarding, browse abandonment, cart recovery, post-purchase, replenishment, VIP, and win-back
- Build lifecycle strategies that increase engagement, retention, and repeat purchase behaviour
- Drive continuous improvement through A/B testing, experimentation, and customer insight
- Manage CRM budgeting, forecasting, and performance reporting

Loyalty Program Strategy

- Own the strategy, performance, and ongoing evolution of Bali Body's loyalty/rewards program as a core driver of retention and LTV
- Manage the loyalty program's budget, forecasting, and investment decisions, ensuring commercial ROI across all initiatives




- Develop and own the annual loyalty calendar, aligning member campaigns, rewards, and product launches with commercial trade moments
- Drive initiatives that increase loyalty member acquisition, engagement, and lifetime value
- Review loyalty mechanics, tiers, and perks on an ongoing basis to maximise commercial performance and customer advocacy
- Partner with customer-facing teams to continually elevate the loyalty member experience

Customer Segmentation & Personalisation

- Develop sophisticated segmentation strategies using behavioural and transactional data
- Deliver highly personalised CRM communications across the customer lifecycle
- Partner with eCommerce and Performance teams to sharpen targeting using customer insight
- Continuously refine segmentation based on behaviour and commercial results

Go-To-Market & Commercial Alignment

- Partner with the Head of Marketing and Head of Performance to align CRM and loyalty campaigns with the brand and promotional calendar
- Translate commercial priorities into customer lifecycle campaigns
- Support launches, promotions, and peak trading periods through targeted retention marketing
- Ensure CRM and loyalty communications deliver commercial outcomes without compromising brand tone and premium customer experience

Customer Insights, Reporting & Performance

- Establish reporting frameworks across retention, engagement, loyalty, and customer value metrics (repeat purchase rate, LTV, churn, email/SMS revenue contribution, loyalty member growth, cohort performance)
- Translate customer data into clear, actionable recommendations
- Monitor customer health metrics and identify opportunities to improve lifetime value across markets

CRM Technology & Marketing Automation

- Own CRM platform capability (e.g. Klaviyo) and the ongoing optimisation roadmap




- Ensure customer data integrity and effective automation across markets
- Manage day-to-day relationships with any CRM, loyalty, or lifecycle agency partners
- Stay across market-specific compliance nuances (e.g. SMS regulations in the US, GDPR in the UK/EU)

About You

You're a commercially minded CRM, lifecycle, loyalty, or retention marketer with strong e-commerce experience and the ability to connect customer engagement to business outcomes. You understand that retention isn't just email sends or promo blasts, it's building a customer ecosystem, anchored by a strong loyalty program, that improves engagement, repeat purchase, lifetime value, and long-term brand affinity.

You Bring

- 6–9+ years' experience in CRM, lifecycle marketing, loyalty, or retention marketing, ideally in e-commerce, DTC, beauty, or consumer-led brands
- Advanced understanding of CRM strategy, lifecycle marketing, customer retention, and loyalty programs
- Hands-on experience with a major CRM/ESP platform (Klaviyo strongly preferred)
- Proven track record improving retention, repeat purchase behaviour, and customer lifetime value
- Experience developing, managing, or evolving a loyalty program
- Strong grasp of segmentation, personalisation, and behavioural marketing
- Comfort working with GA4 and customer analytics platforms
- Strong commercial acumen, able to connect retention and loyalty initiatives to revenue, profitability, and customer value
- A data-led mindset with a structured, testing-driven approach
- Experience managing CRM platforms, agencies, and cross-functional stakeholders
- Confidence working across Brand, Performance, eCommerce, and Data functions
- The ability to balance short-term trading needs with long-term customer loyalty

Why Join Bali Body

- Be part of a fast-growing, founder-led global beauty brand, with genuine ownership over how customer retention and loyalty are shaped as we scale
- High-ownership role reporting directly to business leaders, working alongside senior marketing and performance leadership
- Hybrid working, based out of our Brighton HQ near Melbourne (four in office, one WFH)

📌 CRM and Retention Manager (Melbourne)
🏢 Bali Body
📍 Melbourne