Rip Curl Head of Membership & CX

About Rip Curl

Founded in Torquay in 1969, Rip Curl is The Ultimate Surfing Company, born from a relentless pursuit for waves, adventure, and freedom, called ‘The Search’. Today, The Search continues to inspire all that we do, from the products we make, the events we run, the athletes we support, and the values we strive to uphold. Built by surfers, for surfers, Rip Curl is a global company that has been leading the surf industry for over 50 years. As a certified B Corp, we aim to prioritise people and planet in everything we do.

The Search is calling… apply today and become part of The Ultimate Surfing company.

About the Role

We're looking for an experienced and commercially minded Head of Membership & CX to lead the next evolution of customer growth, loyalty and digital customer experience at Rip Curl.

Reporting to the GM Digital, this senior leadership role is responsible for defining how Rip Curl acquires, engages, rewards and retains customers across every stage of the customer journey. You'll own the strategic direction and performance of Club Rip Curl, customer acquisition, CRM, lifecycle marketing, personalisation, customer communications and the broader digital customer experience.

This is a highly influential role that sits at the intersection of customer, digital, retail, data and brand. You'll leverage customer insights to create connected experiences across our digital and retail channels, driving stronger engagement, retention, advocacy and long-term commercial growth.

If you're passionate about customer growth, loyalty, digital innovation and building high-performing teams, we'd love to hear from you.

About the Team

The Digital team plays a critical role in shaping how Rip Curl connects with customers around the globe. Working cross-functionally with Retail, Product, Brand, Customer Experience and Technology teams, you'll help create seamless and meaningful experiences that strengthen customer relationships and deliver measurable business outcomes.

This is a collaborative, ambitious and customer-obsessed team focused on unlocking growth through data, innovation and exceptional customer experiences.

What You’ll Be Responsible For

Customer Acquisition & Growth

• Own the customer acquisition strategy across paid, owned and emerging digital channels
• Drive new customer growth while improving acquisition efficiency and return on investment
• Grow demand through paid media, search, social and organic channels
• Identify, test and scale new customer growth opportunities
• Monitor channel performance and optimise marketing investment to maximise commercial outcomes

Customer Engagement & Retention

• Lead CRM, lifecycle marketing and customer retention strategy
• Set engagement priorities and performance measures across owned customer channels
• Oversee customer communications governance and effectiveness
• Drive improvements in retention, repeat purchase behaviour and customer lifetime value
• Develop strategies that strengthen customer relationships throughout the lifecycle

Membership Strategy & Loyalty

• Own the strategic direction and ongoing evolution of Club Rip Curl
• Grow membership acquisition, engagement, participation and value
• Leverage loyalty programs to increase retention and customer lifetime value
• Ensure Club Rip Curl delivers exceptional member experiences and commercial impact
• Drive membership adoption across both digital and retail channels through strong retail engagement and activation

Digital Experience & Personalisation

• Shape connected digital experiences across the customer journey
• Lead the strategy and performance of SearchGPS and personalisation capabilities
• Translate customer insights into personalised experiences that improve engagement and conversion
• Identify opportunities to improve customer discovery, experience and commercial results
• Partner with Data & Insights teams to leverage behavioural trends and customer segmentation

Leadership & Team Development

• Lead, coach and develop a high-performing Membership & Growth team
• Build capability across digital marketing, CRM, loyalty and personalisation
• Establish clear priorities, accountability and high-performance ways of working
• Foster strong collaboration across Digital, Retail, Product, Brand and Customer teams
• Influence and engage stakeholders across the business to deliver customer-focused outcomes

What You’ll Bring

• Proven experience leading customer growth, digital marketing, CRM, loyalty or customer engagement functions
• Demonstrated success developing and executing multi-channel customer acquisition and retention strategies
• Strong commercial acumen with the ability to connect customer outcomes to business performance
• Experience leading, coaching and developing high-performing teams
• Strong analytical capability and confidence using data to inform decision making
• Exceptional stakeholder management, communication and influencing skills
• Deep understanding of customer journeys, engagement strategies and membership or loyalty programs
• Ability to translate business objectives into scalable customer growth initiatives
• Experience within retail, ecommerce or consumer-facing brands will be highly regarded
• Exposure to marketing technology, customer data platforms or personalisation initiatives is advantageous
• Relevant qualification in Marketing, Business, Commerce or a related discipline

Why Join Us

At Rip Curl, we're driven by The Search; a passion for adventure, innovation and pushing boundaries.

You'll join a business that:

• Is home to one of the world's most iconic action sports brands
• Places customers at the centre of decision making
• Invests in innovation, digital growth and customer experience
• Supports collaboration, development and career growth
• Is committed to creating positive impact as a certified B Corp

This is an opportunity to shape the future of customer loyalty, engagement and digital experience for a globally recognised brand while leading a talented and passionate team.

Ready to get started?

If you're into great people, good vibes, and creating commercially relevant apparel inspired by trends, fit and functionality, we'd love to hear from you.

Apply now and join us at Rip Curl — your next Search starts here.

Diversity, Inclusion & Belonging at KMD Brands

At KMD Brands, we believe that diversity makes us stronger. We’re committed to building an inclusive workplace where everyone feels valued, respected, and empowered to be themselves. We celebrate the unique backgrounds, experiences, and perspectives of our people — across age, gender, identity, race, sexual orientation, ethnicity, and physical and mental ability. We know that when our team reflects the communities we serve, we create better outcomes for everyone. We proudly acknowledge and pay respect to Tangata Whenua, the Indigenous Nations, First Peoples, and Custodians of the lands and waterways on which our brand head offices reside in Aotearoa New Zealand, Australia and the United States. Their enduring connection to land, waters, and culture continues to inspire and guide us.