eCommerce CRM & Lifecycle Manager

• **Lifecycle & Retention Manager**
• **THE ROLE:**
• Bared Footwear presently operates in six markets (AU, NZ, UK, SG, HK, US) and is building a full-funnel growth ecosystem under a newly created Head of Growth function. This role owns the customer lifecycle from first contact through repeat purchase and advocacy, with the goal of turning one-time buyers into high-LTV repeat customers.
• This is not a campaign scheduling role. Yes, you will build and optimise flows and campaigns daily. But your mandate is broader: establish our CDP capability, design the segmentation and data architecture that powers personalisation at scale, and create the feedback loop between retention and acquisition that makes every marketing dollar work harder. You will think in terms of CLV, repeat rate, ERFM and owned channel contribution, not just deliverability and click-throughs.
• You will work in lockstep with the Demand & Acquisition Manager and closely with Marketing, eComm, Tech, Ops, Retail and Customer Service teams to ensure customer data is accurate, actionable and consistently leveraged across all channels.
• **KEY RESPONSIBILITIES:**
• **Lifecycle strategy and execution**
• Own the end-to-end lifecycle roadmap across email, SMS and emerging channels (push, WhatsApp) for all markets.
• Design, build and optimise automated flows in Klaviyo: welcome, post-purchase, browse/cart abandonment, winback, VIP/loyalty, sunset, cross-sell, upsell, etc.
• Evolve toward behaviour-triggered, personalised journeys informed by purchase history, intent and predicted

Clv

• Partner with Marketing on EDM strategy, segmentation, testing plans and list builds. Act as the final quality checkpoint for all CRM-driven sends.
• **Customer data and governance**
• Evaluate, select and activate the right solution to unify customer profiles, configure identity resolution and establish a single source of truth across all storefronts (CDP or composable via Data Warehouse).
• Implement RFM analysis, predictive CLV modelling, funnel analysis and product analytics.
• Build and maintain advanced segmentation using behavioural, transactional and predictive attributes. Define and maintain Ideal Customer Profiles (ICPs).
• Establish data governance standards: naming conventions, event taxonomy, profile hygiene and consent management across six markets.
• Oversee list quality, govern acquisition sources (forms, zero party collection, campaigns) and manage onsite capture points.
• Stay informed on global privacy regulations (GDPR, Australian Privacy Act, PDPA etc.) and ensure CRM/CDP/Data Warehouse systems strictly honour consent requirements.
• **Loyalty and retention**
• Support the development and optimisation of loyalty marketing and retention initiatives.
• Use ERFM insights to identify opportunities to improve repeat purchase rate, engagement and lifetime value.
• Ensure loyalty segments and behaviours are accurately captured and accessible across systems. Track programme performance and recommend enhancements.
• **Growth ecosystem integration**
• Build suppression and exclusion audiences to improve paid media efficiency and reduce wasted spend on existing customers.
• Create high-value seed audiences from lifecycle segments for lookalike targeting across paid channels.
• Work in lockstep with the Demand & Acquisition Manager to ensure retention data feeds acquisition strategy: suppression, seed audiences and customer intelligence that makes every paid dollar work harder.
• Drive measurable incremental revenue from owned channels, contributing to MER and EBITDA improvement.
• Report on lifecycle contribution to growth KPIs: owned channel revenue, repeat purchase rate, LTV:CAC ratio and net revenue per customer.
• **Testing, reporting and innovation**
• Design and execute A/B and multivariate tests across subject lines, send times, flow logic, personalisation and channel mix.
• Build and maintain lifecycle performance dashboards. Analyse customer behaviour via Klaviyo, Shopify and attribution tools.
• Conduct regular flow audits and campaign post-mortems. Present insights and recommendations to the Growth team, broader stakeholders and senior leaders.
• Stay across emerging AI, automation and personalisation trends. Identify opportunities to improve CRM workflow efficiency and evaluate new tools or integrations.
• **REQUIREMENTS & PERSONAL ATTRIBUTES:**
• 6+ years in a CRM, lifecycle, retention or customer data role within an ecommerce environment.
• Advanced Klaviyo expertise: complex flows, Liquid scripting, conditional splits, suppression logic and advanced segmentation.
• Shopify Plus operational knowledge.
• Strong analytical skills, comfortable navigating tools like Klaviyo reporting, Shopify analytics and GA4.
• Deep understanding of lifecycle marketing, segmentation and automation best practices.
• Experience managing customer data with a focus on hygiene and system integrity.
• Understanding of CDP concepts: identity resolution, data unification and audience activation.
• Familiarity with RFM segmentation, predictive CLV or funnel analysis.
• Hands-on experience with a

Cdp

• Multi-market or multi-storefront experience.
• Experience in fashion, retail or omnichannel businesses.
• Looker Studio, BigQuery or other BI tool proficiency.
• Experience building paid media suppression or seed audiences from lifecycle segments.
• Familiarity with TripleWhale or similar attribution tools.
• Exposure to AI-powered CRM tools or autonomous optimisation platforms.
• Endlessly curious and motivated to stay ahead of CRM, data and technology trends.
• Data-driven but not data-paralysed. Can make decisions with imperfect information and iterate.
• Clear communicator who can translate performance data into business language for senior stakeholders.
• Collaborative and ego-free. Understands that retention and acquisition are two halves of the same engine.
• Customer-centric, with a genuine interest in understanding behaviour that drives value.
• Thinks about lifecycle as a growth lever, not just a channel.
• Genuinely passionate about fashion, design and brand. You notice the details that others scroll past.
• **THE BENEFITS:**
• A newly created Growth function with the mandate to build from the ground up. This role will define what demand and acquisition looks like at Bared for years to come.
• A supportive and inclusive work environment.
• Be part of a company dedicated to making a positive impact, and a proud B Corp certified company.
• Competitive remuneration and employee discounts.
• Well-being programmes.
• Company-run activities, dinners and events.
• Flexible hybrid working arrangement (after initial in-office onboarding)
• **ABOUT BARED:**
• Great-looking, seriously comfortable shoes are what we do. As a certified B Corp, we believe in doing business better – for the planet and for its people. Our people are our greatest asset and we’re growing fast; you’ll join a passionate and fun team, where you genuinely have a voice and can make an impact.
• **LOCATION:**
• 15 Hamilton Street, Oakleigh 3166 VIC
• *Bared is dedicated to fostering a dynamic and inclusive workplace, where diversity isn't just welcomed—it's celebrated. We firmly believe that embracing diversity, inclusion, and belonging is fundamental to our organisational success. As an equal opportunity employer, we are committed to promoting workplace diversity and ensuring a safe and respectful atmosphere for all employees. Our employment decisions are solely based on business needs, job criteria, and individual qualifications, free from bias related to any legally protected characteristic such as race, religion, gender, nationality, sexual orientation, age, marital status, disability, or any other protected characteristic. Discrimination, harassment, or bullying in any form is not tolerated within our culture at Bared.*