Head of Loyalty - Retail
HybridRichmond, Victoria, Australia
Job Summary
Define and execute overarching loyalty strategies across Dan Murphy's and BWS retail businesses, aligning with group commercial objectives and building a multi-year roadmap. Continuously evaluate program mechanics, lifecycle frameworks, and reward offerings to maximize acquisition, retention, and engagement while owning the P&L for retail loyalty programs. Leverage data-driven insights to design compelling value propositions, deepen customer engagement, and embed loyalty signals across the entire retail customer journey. Collaborate with Brand Marketing, Merchandise, Digital, Data, eCommerce, and MixIn teams to ensure seamless integration across in-store, online, and app channels. Lead a team of four loyalty professionals, fostering a collaborative and innovative culture. Report directly to the General Manager - Loyalty & Customer Strategy in a hybrid role based in Melbourne or Sydney.
Required Qualifications
- 10+ years of experience in loyalty marketing, customer strategy, or CRM
- strong track record of success within the retail or FMCG sector
- Deep understanding of loyalty program mechanics, best practices, emerging trends, and managing complex, multi-tiered loyalty programs
- Demonstrated ability to manage a P&L, drive revenue growth, build business cases, and optimize program ROI
- Strong analytical skills with experience interpreting complex customer data and utilizing personalization and analytics platforms to inform commercial strategy
- Proven experience leading and developing high-performing teams
- excellent communication and influencing skills across senior leadership and cross-functional teams
- Be based in either Melbourne, or Sydney in this hybrid role
Desired Qualifications
- Loyalty Marketing expertise
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