Rip Curl Lifecycle & CRM Lead

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 a passionate and customer-focused Lifecycle & CRM Lead to join our growing Membership & CX team.

This is a newly created role and a unique opportunity to help establish and shape the future of CRM, lifecycle marketing and customer engagement at Rip Curl. Working as part of our evolving Membership & CX function, you'll play a key role in building the foundations, processes and programs that drive customer loyalty, retention and long-term growth.

Reporting to the Head of Membership & CX, this role is responsible for bringing our customer engagement, loyalty and retention strategies to life through best-in-class CRM and lifecycle marketing programs. You'll lead the planning, delivery and optimisation of customer communications across email, SMS, automated journeys and personalised CRM experiences, helping create meaningful connections with customers at every stage of their journey.

Working closely with teams across Membership & CX, Digital Operations, Customer & Data, Global Marketing and regional business units, you'll leverage customer insights and behavioural data to drive engagement, retention, repeat purchase and long-term customer value.

This is an exciting opportunity for an experienced CRM professional who thrives in a fast-paced retail environment and enjoys combining strategy, personalisation and data-driven decision making to deliver exceptional customer experiences. You'll have the opportunity to influence how the function evolves, bring new ideas to the table, and help define the future CRM roadmap for a globally recognised brand.

About the Team

The Membership & CX team exists to deepen customer relationships and create experiences that keep our community engaged with the Rip Curl brand for years to come.

Working at the intersection of customer insights, loyalty, digital experience and lifecycle marketing, the team focuses on creating connected and personalised customer journeys that drive both engagement and commercial growth. You'll collaborate closely with Digital Operations, Ecommerce, Marketing and Data teams, helping shape how Rip Curl communicates with customers across global markets.

What You’ll Be Responsible For

CRM & Lifecycle Strategy Delivery

• Build and manage the CRM and lifecycle marketing roadmap aligned to Membership & CX priorities
• Translate customer engagement, loyalty and retention strategies into actionable CRM programs
• Identify lifecycle opportunities that improve customer outcomes and commercial performance
• Coordinate CRM initiatives across global and regional teams
• Represent CRM requirements within growth, trade and strategic business initiatives

CRM Personalisation

• Lead the delivery and optimisation of personalised customer experiences across CRM channels
• Translate customer segments and behavioural insights into relevant communications and journeys
• Define CRM journey, content and decisioning requirements
• Partner with creative, data and technology teams to deliver targeted customer experiences
• Continuously improve the effectiveness of CRM personalisation initiatives

Retention & Performance Optimisation

• Monitor campaign, journey and lifecycle performance across CRM channels
• Drive initiatives that increase engagement, retention, repeat purchase and customer lifetime value
• Analyse results and identify opportunities for optimisation
• Build a culture of testing, learning and continuous improvement
• Partner with Customer & Data teams to uncover customer trends and lifecycle opportunities

Lifecycle Program Execution

• Lead the execution of email, SMS and automated customer journey programs
• Ensure CRM campaigns are delivered accurately, on time and against agreed priorities
• Maintain high standards of campaign quality, testing and operational excellence
• Align CRM planning with global marketing and trading calendars
• Ensure customer communications adhere to privacy, consent and compliance requirements
• Identify and remove roadblocks to successful delivery

Leadership & Collaboration

• Lead, coach and develop the Personalisation team
• Create a high-performance culture built on accountability and continuous improvement
• Establish effective ways of working across Membership & CX, Customer & Data, Digital Operations and Marketing teams
• Facilitate strong stakeholder relationships and alignment across the business
• Ensure customer insights are translated into relevant CRM actions and experiences

What You’ll Bring

• Experience in CRM, lifecycle marketing, customer retention or loyalty programs
• Proven ability to plan and execute customer engagement strategies across multiple channels
• Strong understanding of customer journeys, lifecycle marketing and personalisation principles
• Experience using customer data and insights to drive marketing performance
• High level analytical capability and confidence interpreting campaign performance
• Strong project management and prioritisation skills
• Ability to manage multiple stakeholders and competing priorities
• Excellent communication and collaboration skills
• Leadership experience or demonstrated capability to mentor and develop team members
• Experience working within retail, ecommerce or customer-centric businesses will be highly regarded
• Experience with customer segmentation, loyalty programs and personalisation initiatives is advantageous
• Experience with Klaviyo or similar CRM platforms is desirable
• 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 creating exceptional experiences for our customers.

You'll be part of a team that:

• Is redefining customer engagement and loyalty across a global brand
• Values collaboration, innovation and continuous improvement
• Invests in customer experience, personalisation and digital growth
• Encourages development and career progression
• Makes a positive impact as a certified B Corp

This is an opportunity to influence how Rip Curl connects with millions of customers while helping shape the future of our membership and customer experience strategy.

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.