CRM & Customer Insights Manager Full Time NEW

Position: CRM & Customer Insights Manager

Position Type: Full-Time

Location: Sydney, New South Wales

Our client Babyboo is a rapidly scaling Australian fashion eCommerce brand, shipping statement pieces around the world. They exist to empower women to look and feel incredible for their most special moments – from first click to final wear.

They move fast and back their ideas with data, and they are obsessed with their customer. With a strong foothold in Australia, the USA, UK and Europe, they are building a global brand with a loyal, hype-driven community at the core.

We are looking for a CRM & Customer Insights Manager who goes way beyond “sending emails”.

This role is about truly understanding our customer base – who they are, what they love, how they shop and how that changes over time – and turning those insights into CRM strategies that drive loyalty, repeat purchase and long-term value.

Crucially, you will act as the key voice of the customer, ensuring our strategy retains our audience and grows it into a thriving community.

You will own Email, SMS, Push and App CRM across all key markets. You’ll design journeys, build segments, spot trends early and make sure every message feels relevant, on-brand and timely. You’ll be the internal voice of the customer for CRM – bringing together data, instinct and Babyboo’s brand energy.

Key Duties and Responsibilities:

Customer Insight and Segmentation

• Analyse customer behaviour and performance (purchase history, product preferences, engagement, lifecycle stage, location, device etc
• Build clear customer segments and simple, usable profiles that help us service the right message to the right customer at the right time
• Spot trends in how different customer groups are interacting with the brand – what’s growing, what’s slowing, what’s changing
• Track and report on LTV, repeat purchase rate, retention, churn risk, win-back performance and other key retention metrics.

CRM Strategy and Personalised Experience

• Own the end to end strategy for email, SMS, push and app CRM across all key markets
• Design and manage customer journeys across the full lifecycle welcome, first purchase, repeat, VIP, lapsing, lapsed, win back
• Make sure CRM activity reflects what’s happening in our world – new collections, banger product, seasonality, campaigns and key events
• Ensure tone of voice, visuals and offers feel personal, exciting and true to the Baby boo band – never generic or batch and blast.

Automation and Lifecycle Management

• Audit, build and continually optimise automated flows with a clear focus on commercial impact and customer experience.
• Use dynamic content and smart logic to create journeys that adapt to how customers behave, not just what we want to send.
• Test everything that matters – subject lines, content, creative, cadence, offers, segments and roll out what works at scale

Performance, Reporting and Growth

• Own weekly and monthly CRM performance reporting, with a clear narrative on what happened, why, and what we’re doing next.
• Share simple, clear insights with leadership and key teams – what we’re seeing in different markets, customer groups and channels.
• Identify gaps in the customer journey (for example, moments where customers are dropping off or being under-served) and propose solutions.
• Lead list-growth strategy and execution (on-site capture, app, paid lead gen, collabs, competitions and other ideas) with a close eye on quality and compliance

Cross-Functional Collaboration and Customer Advocacy

• Act as the CRM “go to” for customer insight – using your learnings to influence trading decisions, product focus, creative angles and marketing moments.
• Work closely with Digital, Creative, Product, Influencer and Social teams so CRM supports (and amplifies) the wider marketing and brand plan.
• Make sure CRM is fully plugged into our seasonal calendar, influencer activity and hero product pushes, not running on a separate island.

Requirements:

• Bachelor’s degree in relevant field
• Minimum of three (3) years of relevant professional experience
• Proven experience in CRM, lifecycle marketing or customer retention, ideally in DTC eCommerce (fashion, beauty or lifestyle a big bonus).
• Hands-on experience using a CRM platform such as Klaviyo (ideal) or similar tools.
• Strong comfort with data – you can pull your own numbers when needed, interpret them and turn them into simple, commercial actions.
• A genuinely customer-first mindset: you care about how it feels to receive our messages and whether they are adding value, not just sending volume.
• Proven experience building and optimising automated flows and lifecycle journeys.
• Clear, engaging written communication and good eye for creative that feels on-brand and scroll-stopping.
• A testing mindset – happy to experiment, learn quickly and scale what works.
• Ability to work at pace, stay organised and keep multiple countries, channels and projects moving at once.
• Collaborative and low-ego – comfortable working cross-functionally and taking others on the journey.

Why you’ll love working at Babyboo

• Real impact: this role has a direct line to our customer, our community and our revenue.
• Growth: we’re on a serious upward trajectory – there’s room to grow your remit as we scale globally.
• Perks: birthday annual leave, parental leave, masterclass subscription, access to BABYBOO Thrive Program providing unique experiences to support our teams physical and mental wellness, 40% staff discount, clothing allowance for three events a year
• Hybrid: a mix of HQ time for collaboration and home days for deep work.
• Team: a high energy, supportive team who care about doing great work and having fun along the way.