Boody is looking for a new CRM & Loyalty Specialist!
The CRM & Loyalty Specialist will own and optimise Boody's lifecycle and retention strategy, driving sustainable growth and increasing customer lifetime value. You'll build data-driven campaigns across email, SMS and loyalty channels that guide, educate and inspire customers at every stage of their journey, shaping how they experience Boody and the value we offer.
As we expand across regions, lifecycle marketing will help us build meaningful, lasting customer relationships tailored to the needs, motivations and milestones of our community. In this role, you'll be central to building a genuinely customer-centric lifecycle strategy. You'll analyse customer data to uncover purchase motivations and LTV insights at each entry point, informing both acquisition and retention. You'll help shape strategy, optimise lifecycle journeys, and keep messaging sharp, timely and performance-driven. The role calls for a creative, strategic thinker who can collaborate cross-functionally to design innovative lifecycle initiatives aligned with Boody's customer-first ethos.
What is this role all about?
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Developing and executing lifecycle marketing campaigns that engage, educate and retain customers across all direct channels (Email, SMS, Loyalty and any future channels), ensuring alignment with the marketing calendar.
- Plan, schedule, QA, and deploy all CRM campaigns, ensuring alignment with product launches, promotions, and seasonal campaigns.
- Manage and optimise automated customer journeys (e.g. welcome, post-purchase, cart abandonment), including contributing ideas for "Value Add" promotions to increase CRM contributed revenue and channel engagement.
- Work collaboratively with Brand on initiatives to drive Loyalty program signup and performance, supporting the integration of B2B partnerships into the Trade plan to maximise high volume, low cost acquisition opportunities.
- Support the execution of a preference centre strategy to enrich customer data and improve segmentation and personalisation capabilities, ensuring targeted and relevant communications.
- Assist in coordinating customer surveys to gather feedback and help the broader team better understand the community and purchasing behaviours, collaborating with Brand, Marketing and Product to ensure personas remain accurate and relevant.
- Support relationships with external agencies for third party health checks and audits, helping to ensure best practice is maintained across CRM activity.
- Work collaboratively with Product and Digital teams to ensure Search and Merch platform data is informing product affinity initiatives across winback flows.
- Contribute creative thinking to campaign development, including automated onboarding flows, retention touchpoints and reactivation strategies.
- Continuously testing and optimising campaigns through A/B testing, ensuring we’re always learning and improving, this includes driving all learnings and insights on what is, and is not being clicked on in SMS and Emails to drive continuous creative learnings for the broader team to improve CTR.
- Track and report on key engagement and retention metrics to measure campaign impact and contribute to future strategy recommendations.
We’re looking for:
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3+ years' experience in lifecycle marketing, CRM, ideally within a D2C retail based company.
- Bachelor's degree in marketing, business, or related field.
- Confident using technology, with proficiency in marketing automation tools and familiarity with analytics platforms
- Experience with Klaviyo, Yotpo and Shopify
- Results-driven and commercially minded.
- Strong attention to detail.
- Highly analytical and data-driven with the ability to hypothesise and implement A/B tests and interpret results.
- Familiarity with loyalty program mechanics and lifecycle monetisation strategies.
- Strong local and international market knowledge of the fashion and apparel industry, including competitors, customer expectations, and eCommerce user experience.
- Excellent written and verbal communication skills.
- Highly collaborative with the ability to work cross-functionally with multiple teams.
- Thrives in a fast-paced environment, excited by creative problem-solving and innovation.
Why choose Boody?
Join the team to drive our vision of setting a new standard for how great products feel and how great brands behave. At Boody, you can expect:
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A great office location on Crown Street, Surry Hills.
- The opportunity to do meaningful, purpose-driven work for a B-Corp organisation.
- The opportunity to grow your career with an awesome group of people.
- A generous product allowance and team discount program (never be short on undies again!).
- Hybrid WFH/WFO schedule.
Does this sound like your next role? We can’t wait to receive your application!
Boody is Australia and New Zealand’s first B Corp-certified underwear brand, loved globally and sold in over 15 countries. Our ambition? To be the most loved sustainable underwear brand globally.
