What You'll Do; As the Customer Loyalty & CRM Marketing Manager with Sporting Life, you will be responsible for driving customer retention, lifetime value, and long-term engagement through best-in-class loyalty and CRM initiatives.
Within this role you will support the transformation of the company's loyalty program and CRM marketing ecosystem, including the integration of data systems to enable advanced segmentation, personalisation, and scalable customer communications.
You will collaborate with the Marketing Director to redesign our strategy and execution of our Loyalty program and CRM, leveraging customer data, insights, and technology to deliver meaningful, personalised experiences across the customer lifecycle. Working cross-functionally both internally and externally, the role will play a critical part in aligning marketing efforts with broader business objectives while continuously optimising performance through testing, analytics, and innovation.
- Support the redesign of strategy and own the execution of the company's loyalty program and CRM marketing initiatives, driving customer retention, lifetime value, and repeat purchase.
- Lead the evolution of the loyalty program and CRM customer experience through enhanced segmentation, personalisation, and lifecycle marketing strategies.
- Develop and execute CRM campaigns across key channels (email, SMS, app, and direct communications), ensuring timely, relevant, and personalised customer journeys.
- Leverage customer data and insights to segment audiences, identify behavioural patterns, and uncover opportunities to improve engagement, conversion, and loyalty performance.
- Partner closely with Analytics and Data teams to define KPIs, dashboards, and reporting frameworks that translate customer and campaign data into actionable insights.
- Build and maintain a robust testing and optimisation roadmap (A/B testing, holdout groups, lifecycle experimentation) to continuously improve CRM effectiveness and customer engagement.
- Collaborate with eCommerce, Brand Marketing, Merchandising, and Digital teams to align CRM and loyalty strategies with business priorities, promotional calendars, and customer needs.
- Own CRM and loyalty performance measurement, including campaign reporting, cohort analysis, customer retention metrics, and lifecycle performance, communicating insights and recommendations to stakeholders.
- Lead the ongoing evolution of loyalty benefits, rewards structures, and personalisation strategies based on customer insights, competitive benchmarking, and program performance.
- Partner with Legal, Privacy, Data, and Technology teams to support CRM compliance, customer communication best practices, and data quality standards.
- Identify opportunities to improve CRM processes, customer journeys, and marketing effectiveness through enhanced automation, personalisation, and campaign optimisation.
What You'll Bring; - 5 - 8+ years of experience in CRM, lifecycle marketing, or loyalty program management, preferably in retail, eCommerce, or consumer-focused industries.
- Bachelor's degree in Marketing, Business, Analytics, or a related field (Master's degree is a plus).
- Proven track record of leading or contributing to loyalty program transformation and CRM modernisation initiatives.
- Strong experience with customer segmentation, personalisation strategies, and lifecycle marketing frameworks.
- Hands-on experience with CRM platforms (eg., Salesforce Marketing Cloud, Braze, Adobe Campaign, HubSpot) and customer data platforms (CDPs).
- Strong analytical mindset with experience using data to drive decision-making and marketing performance through interpreting campaign metrics, cohort analysis, and customer behaviour data.
- Experience working with data teams on integrations, data modelling, and building actionable dashboards.
- Solid understanding of marketing technology ecosystems, data flows, and integration between CRM, CDP, and other platforms.
- Experience designing and executing A/B tests and optimisation frameworks.
- Familiarity with privacy regulations (e.g. CASL) and data governance best practices.
- Strong cross-functional collaboration skills with the ability to influence stakeholders across Marketing, eCommerce, Product, and Data teams.
- Excellent communication skills, with the ability to translate complex data into clear, actionable insights.
- Highly organised with strong project management skills and the ability to manage multiple priorities in a fast-paced environment.
AI is used as part of our application review process to assist in screening and assessment. All applications are also reviewed by our recruitment team.
This posting is for an open existing role in our organisation.
