In the early stages of a golden decade for Australian rugby, which includes hosting a British & Irish Lions tour, men's and women's Rugby World Cups, the Olympic Games, a regular stop in Australia on the Sevens tour and an ever evolving and growing domestic calendar that includes the Super Rugby Pacific and Super Rugby Women’s competitions, the future of the game and Rugby Australia's Marketing team is full of excitement and opportunity.

The CRM Manager is an integral role within the team, core to driving and supporting the commercial growth
of Rugby Australia's portfolio of brands.

Purpose

As a key member of our Marketing team, the CRM Manager will play an important role in optimising the
relationships that our brands have with our audiences and fans. This will primarily be done by managing the
Salesforce CRM system and organising our first party data in a way that will allow for informed decisions in
product development, service improvements and marketing/sales strategies.

Responsible for the overall outbound direct marketing strategies for our brands, the role will be focused on
data acquisition as well as nurture and retention initiatives including conception, production, testing, deployment and
reporting. As a creative, customer-focused data-led marketer, the CRM Manager will seek to lead the
optimisation, segmentation and personalisation of key audience communications and work cross functionally
with the IT, Membership (including clubs), Partnership, Community and Ticketing teams within the rugby
ecosystem to coordinate the development and execution of all direct communication efforts.

Key Accountabilities

Direct Marketing Management

• Define and implement a CRM acquisition, conversion and retention strategy with a particular focus on identifying opportunities to collect new data and optimise existing data to help enrich our audience profiles and build more personalised experiences with them
• Plan and execute always-on direct marketing/email content plans across core product and audience bases including but not limited to participants (players, volunteers, officials) as well as supporters and fans (club, competition, members)
• Support and execute all related direct marketing programs across core retail and commercial sales initiatives including ticketing, membership, merchandise and adhoc partnership offerings
• Manage and enhance the email program by managing creative assets, copy and testing for all email marketing in line with campaign and content plans/calendars
• Develop and implement data capture strategies to grow our database through first party data
• Create and execute (automated) lifecycle campaigns for the rugby ecosystem with a particular focus on onboarding, retention and reactivation

CRM Management & Marketing Cloud Optimisation

• Develop, maintain and optimise data extraction lists for multi-segment and multi-channel campaigns
• Ensure the provision of relevant data points for each customer to ensure the evolving rollout of targeted and dynamic content including the development and delivery of ‘update details’ campaigns and support of key data acquisition initiatives
• Create data logic and build audience workflows for identified target audiences and respective databases to optimise and personalise communications to establish relevant communications
• Work with the Salesforce team (internal and external) to successfully set up, schedule and deploy automated customer journeys and campaigns
• Continually explore and implement new CRM features (notably Salesforce Marketing Cloud and Data Cloud)
• Ensure the compliance and management of customer details are handled with absolute care and in line with regulatory requirements
• Support and work with IT to manage external parties (i.e. clubs) with troubleshooting technical issues related to customer data in Salesforce Marketing Cloud

Reporting

• Analyse data and prepare reports on CRM and email performance to drive improvements and positive customer and business outcomes

Please apply by emailing your cover letter and CV to madelaine.allaway@rugby.com.au by 8 May 2025.