Senior Performance Marketing Manager (Retention)

The People Plugin is proud to be partnering with Crop Shop Boutique (CSB), a high-growth Australian e-commerce brand redefining athleisure, to recruit a talented Senior Performance Marketing Manager (Retention).

Founded in 2019 by Rachel Dillon, CSB blends style, function and confidence in every piece, with a mission to empower women worldwide. CSB is built for the active woman, elevated yet effortless, functional yet comfortable, and continues to scale globally with its mantra at the heart of everything it creates: wear with confidence.

About the Role

Reporting into the CMO (interim: CEO), the Senior Performance Marketing Manager (Retention) will play a critical role in driving customer retention, engagement and lifetime value across the CSB customer journey.

This role owns the strategy, execution and optimisation of CSB’s retention marketing ecosystem across CRM, lifecycle marketing and the CSB Rewards Program. Through data-led decision-making, customer segmentation, personalisation and marketing automation, you will ensure every customer interaction strengthens brand affinity, increases repeat purchase behaviour and delivers measurable commercial outcomes.

Operating at the intersection of marketing, customer insights and commercial performance, you will partner closely with Brand, Trade, eCommerce, Customer Experience and Data teams to ensure CRM and loyalty initiatives support product launches, promotional campaigns and the broader Go-To-Market calendar.

This role is not simply responsible for email marketing. It owns the strategic retention engine that balances short-term commercial performance with long-term customer loyalty and lifetime value.

Key Focus Areas

Customer Retention Strategy & CRM

• Own and deliver CSB’s global CRM and retention marketing strategy across email, SMS and lifecycle marketing.
• Develop and optimise automated customer journeys, including welcome, onboarding, browse abandonment, cart recovery, post-purchase, replenishment, VIP and win-back programs.
• Build lifecycle strategies that increase customer engagement, retention and repeat purchase behaviour.
• Drive continuous optimisation through A/B testing, experimentation and customer insights.
• Own CRM budgeting, forecasting and performance reporting.

Loyalty Program Strategy

• Own the strategy, performance and ongoing evolution of the CSB Rewards Program.
• Manage the Loyalty Program P&L, annual budget, forecasting and investment decisions, ensuring commercial ROI across all loyalty initiatives.
• Develop and own the annual Loyalty Calendar, aligning member campaigns, rewards, product launches and commercial trade moments.
• Develop initiatives that increase loyalty member acquisition, engagement and customer lifetime value.
• Review loyalty mechanics, tiers, benefits and rewards to maximise commercial performance and customer advocacy.
• Partner with Customer Experience to enhance the loyalty member experience across all customer touchpoints.

Customer Segmentation & Personalisation

• Develop sophisticated customer segmentation strategies using behavioural and transactional data.
• Deliver highly personalised CRM communications across the customer lifecycle.
• Partner with Data and eCommerce teams to leverage customer insights and improve targeting.
• Continuously refine segmentation based on customer behaviour and commercial performance.

Go-To-Market & Commercial Trade Alignment

• Partner with Trade, Brand and Product teams to align CRM campaigns with the Go-To-Market calendar.
• Translate commercial priorities into customer lifecycle campaigns.
• Support launches, promotions and peak trading periods through targeted retention marketing.
• Ensure CRM communications deliver both commercial outcomes and a premium customer experience.

Customer Insights, Reporting & Performance

• Establish reporting frameworks across retention, engagement and customer value metrics.
• Translate customer data into clear commercial recommendations.
• Develop forecasting models for customer growth and retention.
• Monitor customer health metrics and identify opportunities to improve lifetime value.

CRM Technology & Marketing Automation

• Own CRM platform capability and the optimisation roadmap.
• Ensure customer data integrity and effective marketing automation.
• Partner with Technology and Data teams to improve CRM capability.
• Drive ongoing optimisation of customer journeys through testing and automation.

Team Leadership & Capability Development

• Lead and support the Performance Marketing Lead across CRM and Loyalty.
• Build performance marketing capability frameworks and playbooks.
• Drive a high-accountability culture aligned to CSB’s operating values.
• Establish clear agency governance structures and performance expectations.

About You

You are a commercially minded CRM, lifecycle, loyalty or retention marketing leader with strong e-commerce experience and the ability to connect customer engagement to business outcomes.

You understand that retention is not just email sends or promotional activity. It is about building a customer ecosystem that improves engagement, repeat purchase, lifetime value and long-term brand affinity.

You bring:

• 6 to 9+ years’ experience in CRM, lifecycle marketing, loyalty or retention marketing, ideally within e-commerce, DTC, fashion, activewear, beauty or consumer-led brands
• Advanced understanding of CRM strategy, lifecycle marketing, customer retention and loyalty programs
• Strong experience with CRM platforms and marketing automation tools such as Klaviyo, Braze, Salesforce Marketing Cloud or similar
• Proven experience improving customer retention, repeat purchase behaviour and customer lifetime value
• Experience developing and optimising loyalty programs
• Strong understanding of customer segmentation, personalisation and behavioural marketing
• Experience with GA4, CDPs and customer analytics platforms
• Strong commercial acumen, with the ability to link retention initiatives to revenue, profitability and customer value
• A data-led mindset with a structured experimentation approach
• Experience managing CRM platforms, agencies and internal stakeholders
• Confidence working across Brand, Trade, Product, Customer Experience, Digital and Data teams
• The ability to balance short-term trading outcomes with long-term customer loyalty
• Leadership capability, with experience supporting capability uplift, playbooks, accountability and team development

Experience in e-commerce is highly important for this role. We are looking for someone who understands product-led trading environments, customer retention, lifecycle performance, loyalty and the pace of a growing DTC brand.

Why Join Crop Shop Boutique?

This is an opportunity to join one of Australia’s fastest-growing e-commerce brands and play a key role in shaping the next phase of CSB’s growth.

You will step into a high-impact role with strong visibility across the business, owning the marketing levers that influence acquisition, retention, revenue and profitability.

This role is ideal for someone who is commercially sharp, deeply curious about performance, and excited by the opportunity to scale a global brand through smart, data-led marketing.

How You’ll Benefit

• Be part of CSB’s mission to empower women globally to feel confident and comfortable, CSB style
• Continued career growth with limitless opportunities
• Hybrid working arrangements, including a balance of WFH and office days
• Access to CSB’s generous Parental Package with extended leave options for both parents
• Full access to a state-of-the-art gym at CSB HQ
• A competitive flexible working policy
• Generous staff discounts and regular access to free samples
• An exciting team engagement calendar filled with initiatives and activities

How to Apply

If this sounds aligned to your experience and future career goals, we’d love to connect. Please submit your resume or reach out for a confidential discussion. Contact Xanthe Madgwick at xanthe@thepeopleplugin.com with any questions, or visit www.thepeopleplugin.com