CRM Lead

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 who's deeply curious about customer psychology and behaviour. 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 also be asking the bigger questions: Why do customers engage? What needs are we meeting? When is the right moment to reach out, and how should we speak to them? You'll pair data with insights, constantly testing hypotheses about what drives genuine customer loyalty.

If you're someone who's spent a few years getting deep into CRM and lifecycle marketing, who is energised by understanding why something works (not just that it works), and if you see customers as complex humans rather than mere metrics to optimise, keep reading!

• Have 3-5 years of hands-on CRM or lifecycle marketing experience, ideally in ecommerce, retail, or direct-to-consumer brands, with a genuine interest in customer psychology
• 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 and lifecycle stages not just as data models, but as reflections of how people actually think and behave at different points in their relationship with a brand
• Have worked with email platforms and customer data tools (Klaviyo, Braze, SFMC, Segment, or similar) and used them to test behavioural hypotheses, not just execute campaigns
• 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
• Are genuinely curious — you ask "why?" regularly, you notice patterns in how customers behave, and you follow up on hunches about what might work.

Even if you don’t meet all of the above points, what we're really looking for is someone with genuine curiosity about how people tick, a track record of asking questions and testing ideas, and the emotional intelligence to build marketing that respects customer autonomy. If you have 2-3 years of solid experience, real hunger to understand customer psychology, and you can point to times you've dug deeper to figure out what actually drives behavior, we'd love to talk to you!

• 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).

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!