CRM Lead

IN A NUTSHELL…

Bellroy has spent 15 years building products that simplify the carry experience and a customer base that keeps coming back for more. Our CRM program is a big part of why. It's how we stay in touch with customers in ways that feel relevant, considered, and worth their attention.

We're looking for a CRM Lead to own and drive that program. You'll be responsible for our email and lifecycle marketing - the flows, the campaigns, the segmentation, the testing, the reporting, and the constant work of making it all better. You'll work closely with your manager to shape the direction of the program, and then you'll make it happen; building out the plans, executing and using data to keep pushing things forward.

If you're someone who's spent a few years getting deep into CRM and lifecycle marketing, who's comfortable owning performance metrics, and who gets energy from building something that works and then making it better, keep reading.

YOU COULD BE THE ONE IF YOU…

• Have 3-5 years of hands-on CRM or lifecycle marketing experience, ideally in ecommerce, retail, or direct-to-consumer brands


• Know how to build, manage, and optimise email flows and campaigns; not just execute them, but assess whether they're working and figure out what to do next


• Understand customer segmentation, lifecycle stages, and how to best use data to drive personalisation and retention


• Have worked with email platforms and customer data tools (Klaviyo, Braze, SFMC, Segment, or similar - we care more about your process knowledge than which specific platform/s you've worked in)


• Are comfortable owning CRM performance metrics: email revenue, retention rates, flow conversion, list health etc. and can talk about what you've improved and how


• Have experience with (or strong interest in) SMS as a channel, and can think about how to introduce it thoughtfully alongside emails


• Have experience working cross-functionally with creative, data, and tech teams; briefing clearly, following up well, and keeping things moving without needing to be chased


• Have a detail-oriented, process-driven working style but can step back and see the bigger picture when it matters


• Are proactive - you see a gap or an opportunity and you raise it, rather than waiting for someone to point it out.

BONUS POINTS IF YOU ALSO HAVE…

Working knowledge of SQL, HTML, or CSS - the kind that lets you pull data for a segment, tweak email code, or understand how personalisation works on a website without needing to wait for a developer!

IF YOU WERE HERE LAST WEEK, HERE’S SOME THINGS YOU MIGHT HAVE DONE…

• Reviewed performance across our automated flows - identified a post-purchase sequence that was underperforming, and put together a plan to rebuild it with updated logic, timing, and content


• Built audience segments for an upcoming campaign, set up A/B tests on subject lines and send times, and QA'd everything before it went live


• Worked with our marketing analyst to define new customer traits for more personalised targeting across email, ads, and our website


• Done a deep dive into our RFM segments, identified a group of lapsed customers worth reactivating, and developed a targeted win-back campaign to bring them back


• Scoped out what an SMS program could look like for Bellroy - researching platforms, mapping use cases, and thinking through how to maintain our brand voice in a new channel


• Pulled together a monthly CRM performance report, not just the numbers, but what they mean, what's working, and where the next opportunities are


• Worked with the creative team to plan next month's campaign calendar, contributing ideas on product selection and messaging based on what you're seeing in the data


• Sat in a cross-functional meeting and spoken up about what customers are responding to (and what they're not).

LOCATION & HOURS

This is a full-time role based at our Collingwood office in Melbourne, with a hybrid working arrangement. 

Start day: We’re ready when you are!

WHY WORK FOR BELLROY?

At Bellroy, it takes a wonderfully diverse crew to make everything tick. We’re a close-knit group of thinkers and makers from over 25 different countries, each contributing unique skills to achieve our shared vision. We believe that embracing diverse backgrounds and perspectives is key to staying agile and resilient. So, even if your experience isn’t an exact match, but you feel you have something special to contribute, we’d love to hear from you.

Bellroy is committed to making our hiring process accessible to everyone, including individuals with disabilities. If you need reasonable accommodations at any stage—whether it’s applying, interviewing, completing pre-employment testing, or otherwise participating in the selection process—please contact us at [email protected]. Include your full name, the best way to reach you, and the type of accommodation you need to support you throughout the application process. We’re here to help and ensure you have the best possible experience.