About The Role We are seeking a highly motivated and experienced CRM Specialist to implement campaigns for the Australia and New Zealand markets. Reporting directly to the Head of Marketing, this pivotal role will be responsible for leveraging our Dotdigital Customer Experience Data Platform to drive customer engagement, loyalty, and ultimately, revenue growth. The ideal candidate will be a data-driven individual with a strong understanding of CRM best practices, marketing automation, and customer lifecycle management. Key Responsibilities Dotdigital Platform: Day-to-day administration and campaign deployment within the Dotdigital platform. Customer Data Management: Oversee the integrity and accuracy of all customer data within the CRM system, ensuring data quality, consistency, and a single customer view. Legal Compliance: Ensure all CRM activities, including data collection, storage, and communication, strictly adhere to Australian and New Zealand privacy laws (e.g., Australian Privacy Principles, NZ Privacy Act) and spam legislation (e.g., Spam Act 2003). Automation Optimisation: Continuously review, analyse, and optimise existing marketing automation programmes (e.g., welcome series, abandoned cart, post-purchase communications) to improve performance metrics such as open rates, click-through rates, and conversion rates. New Automation Development: Design, develop, and implement new highly effective automated customer journeys and campaigns based on customer segmentation, behaviour, and lifecycle stages. Personalisation & Segmentation: Develop and execute advanced personalisation strategies for Club 99 Members and other customer segments, leveraging customer data to deliver highly relevant and timely communications that drive engagement and revenue growth. Customer Lifetime Value (CLTV) Enhancement: Implement strategies and campaigns specifically designed to increase Customer Lifetime Value for all customer segments, with a particular focus on Club 99 Members. Customer Retention & Defection Prevention: Develop and implement proactive strategies and targeted campaigns to prevent customer churn and re-engage defecting customers. Increase Customer Purchase Value & Repeat Rates: Drive initiatives to encourage increased customer purchase value (e.g., cross-sell, up-sell) and improve repeat purchase rates through targeted offers, loyalty programmes, and personalised recommendations. Database Maintenance: Regularly monitor and maintain the customer database, including data cleansing, de-duplication, and ensuring data hygiene. CRM Development: Contribute to the overall CRM strategy, identifying opportunities for innovation and improvement in customer engagement and retention. Reporting & Analysis: Develop and provide regular, insightful reports on CRM performance, campaign effectiveness, and customer behaviour, using data to inform future strategies and optimisations. A/B Testing: Design and execute A/B tests on email content, subject lines, automation flows, and segmentation strategies to continuously improve campaign performance. Collaboration: Work closely with other marketing team members, tech, e-commerce, product and sales to ensure seamless integration of CRM activities with broader business objectives and initiatives. Market Research: Stay up-to-date with industry trends, best practices in CRM, marketing automation, and data privacy. Marketing Team Support: Provide support to the broader marketing team on other initiatives and projects as required. About You We believe in hiring for cultural contribution, and nurturing for skills development; however, there are some things we need from you to be successful in this role: Proven experience (3 years) in a dedicated CRM role, ideally within a retail or e-commerce environment. Demonstrable expertise in managing and optimising an enterprise-level CRM platform; hands-on experience with Dotdigital is highly desirable. Strong understanding of customer lifecycle management, segmentation, and personalisation techniques. In-depth knowledge of Australian and New Zealand privacy laws and spam legislation. Proficiency in data analysis and reporting, with the ability to translate complex data into actionable insights. Excellent understanding of digital marketing channels, particularly email and SMS. Experience in developing and implementing A/B testing frameworks. Strong project management skills with the ability to manage multiple priorities and deadlines. Exceptional communication and interpersonal skills, with the ability to collaborate effectively across departments. Experience with working with website CMS platforms eg Shopify Bachelor's degree in Marketing, Business, or a related field. Personal Attributes Highly analytical and data-driven. Proactive and results-oriented. Excellent problem-solver with a keen eye for detail. Creative and innovative in approach to customer engagement. Strong organisational and time management skills. A team player with a collaborative mindset. Committed to continuous learning and professional development. About 99 Bikes 99 Bikes opened the doors of its first tiny 170m2 shop in Milton, Brisbane in May 2007, a shop so small that we could only fit 99 bikes into the store. From that humble beginning, we have grown to become the largest bicycle retailer in Australia with over 750 employees and we now have retail stores in the UK, New Zealand and Australia. In the last 12 months we sold over 200,000 bikes and we have a loyal customer base of over 2 million Club 99 Members in Australia, part of our vision to be ‘The World’s Most Approachable Bike Shops’. Best Employer multi-award winner and global retail giant Flight Centre also bought into the business, giving us access to shared resources and enabling us to fast-track our growth. In addition to our retail stores, we also own Advance Traders, a bicycle distributor importing popular brands such as Merida, Met, plus many more. Together we form the Pedal Group and this integration has underpinned our growth and given our people much greater career opportunities across the group. For instance, someone who started as a bike builder in a shop went on to become GM of our UK operation. Another of our Melbourne high achievers wanted to move to Canberra so we opened our first store there. We build our business around our people, promote from within wherever possible, and have numerous training pathways to help them achieve their potential. We have always been about living our purpose of enriching mind, body, earth or soul with the freedom of riding and focused on balancing purpose with profit. In 2023 we made it official by becoming a certified B Corporation™ (B Corp). Learn more about B Corp certification here. Just by doing business everyday, we are proud to sell products that have the potential to significantly improve the mental and physical health of our customers and communities whilst also lowering their carbon footprint, if they make the choice to ride bikes instead of drive. Since 2016 we have donated over $3.2 million to charities chosen by our employees through our annual Earning To Give program. We pay our people to ride to work to help them stay healthy and reduce their environmental impact with over 75% of our employees using this initiative. Over 70% of our stores have solar panels installed and we are committed to finding ways to reduce waste from our stores with upcycling and recycling programs in most stores.
