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lovisa Logo lovisa · -

Senior CRM & Loyalty Manager

Australia, Hawthorn · Job Posted May 20, 2026
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Job Description

We are now looking for a Senior CRM & Loyalty Manager to join our Digital team and lead the next stage of our owned customer channel strategy across our global business. This is a senior, commercially accountable role where you will own Lovisa's CRM and loyalty strategy end to end. You will be responsible for driving retention, repeat purchase, customer lifetime value and owned channel revenue across key global markets. This role is both strategic and hands-on. You will lead the roadmap, build the customer journey, manage the commercial performance of email, SMS, push and loyalty, and still be comfortable jumping into Klaviyo to build flows, segments and campaigns when needed.

Job Responsibility

  • Own and evolve the global CRM and loyalty strategy across Lovisa's key markets
  • Drive owned channel revenue across email, SMS, push and loyalty
  • Build and manage the CRM roadmap across retention, repeat purchase, churn and customer lifetime value
  • Design and optimise lifecycle journeys including welcome, abandoned cart, post-purchase, win-back, VIP and lapsed customer flows
  • Lead the customer communication strategy, moving from broad promotional sends to segmented, story-led and personalised customer journeys
  • Own the CRM campaign calendar across email and SMS, including briefing, building, QA, scheduling, reporting and optimisation
  • Lead the customer data strategy across Klaviyo, Shopify and future CDP or warehouse requirements
  • Build customer segmentation, RFM modelling and CLTV frameworks to support stronger targeting and personalisation
  • Design and build the business case for a future Lovisa loyalty program
  • Partner with Retail Operations, IT, Digital Product, Trade, Content, Social, CX and Finance to connect the customer experience across stores and online
  • Manage and develop the CRM Executive, setting clear goals and building capability within the team

Requirements

  • 6+ years' experience in CRM, lifecycle, retention or loyalty marketing
  • Experience working in a multi-market retail, eCommerce or DTC environment
  • Strong hands-on Klaviyo experience across flows, segmentation, predictive analytics, deliverability and automation
  • Strong Shopify knowledge, ideally Shopify Plus
  • Experience designing or operating a loyalty program, including the commercial business case
  • Strong understanding of customer segmentation, RFM, cohort analysis and CLTV modelling
  • Confidence working with data, reporting and commercial performance
  • Experience with CDP, customer data architecture or customer profile development
  • Knowledge of privacy, consent and compliance across key global markets
  • Strong written communication skills and the confidence to push back when needed
  • A commercial mindset, with the ability to connect CRM activity to revenue, margin and customer growth

What we offer

  • Work for a global fashion jewellery brand with serious growth plans
  • Take ownership of a high-impact digital function
  • Build and shape the future of Lovisa's CRM and loyalty strategy
  • Partner with teams across Digital, Retail, Product, CX and Finance
  • Be part of a fast-paced, commercial and customer-focused environment
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