Loyalty & Customer Growth Manager

Company Description

A fantastic opportunity exists to join an iconic brand and elevate your career at Starbucks Australia. There are multiple benefits to joining us; we currently have over 95 stores and are aiming for a store network of more than 100+ stores in the next two years. 

We often say that we aren’t in the coffee business serving people— we’re in the people business serving coffee. Our partners (employees) are the heart of our business, driving Our Mission forward: 

To be the premier purveyor of the finest coffee in the world, inspiring and nurturing the human spirit - one person, one cup and one neighbourhood at a time.

Job Description

Starbucks Rewards is a critical growth engine for Starbucks Australia, driving customer acquisition, engagement, frequency and long-term loyalty.

Reporting to the Senior Marketing Manager, the Loyalty & Customer Growth Manager will lead the strategy, execution and optimisation of Starbucks Rewards and CRM programs, owning the customer lifecycle from acquisition and onboarding through to retention and advocacy.

This role combines strategic thinking with hands-on execution and requires a strong understanding of loyalty, lifecycle marketing, customer analytics and digital customer experience. Working closely with agency partners and cross-functional teams, you will identify opportunities to drive customer growth, improve member engagement and maximise customer lifetime value across the Starbucks digital ecosystem.

Key Responsibilities: 

Loyalty & Customer Growth

• Lead and optimise Starbucks Rewards strategy and performance in Australia, in partnership with the Senior Marketing Manager and GM of product, supply, & marketing
• Drive growth in active members, frequency, retention and customer lifetime value
• Identify opportunities to strengthen the loyalty proposition and member experience
• Develop and execute the annual loyalty roadmap aligned to business growth objectives.
• Lead loyalty program innovation, identifying opportunities to enhance member value and competitive differentiation.
• Monitor industry trends, customer behaviour and competitor loyalty programs to inform strategy.
• Partner with Finance and Commercial teams to evaluate loyalty program performance and investment effectiveness.

CRM & Lifecycle Marketing

• Own end-to-end CRM and lifecycle & campaign marketing across web, email, push and in-app channels
• Design, build and optimise customer journeys including onboarding, engagement, reactivation and retention
• Develop segmentation and personalisation strategies to improve relevance, engagement and conversion
• Own the execution and optimisation of CRM campaigns and automated customer journeys, leveraging agency support where required

Customer Experience & App Journey

• Optimise key customer journeys across the app, loyalty program and digital ordering ecosystem
• Ensure loyalty is seamlessly embedded across all customer touchpoints
• Identify friction points and opportunities to improve conversion and usability

Performance & Optimisation

• Monitor and report on key metrics including conversion, engagement, retention and LTV
• Lead A/B testing and experimentation across CRM and customer journeys
• Use customer and behavioural data to continuously improve performance

Customer Insights & Analytics

• Analyse customer behaviour, transaction and engagement data to identify growth opportunities.
• Develop actionable insights to improve acquisition, retention and customer lifetime value.
• Create performance dashboards and reporting frameworks to track loyalty and CRM effectiveness.
• Present insights and recommendations to senior stakeholders.

Strengthen Cross-Functional Influence

• Lead cross-functional initiatives involving Marketing, Product, Technology and Operations to deliver customer growth outcomes.
• Influence prioritisation of customer experience enhancements across digital platforms
• Act as the business owner for loyalty and CRM requirements within broader digital initiatives

Leadership & Ways of Working

• Demonstrates ownership and accountability for customer growth outcomes.
• Manage relationships with CRM, loyalty and digital agency partners to ensure delivery against business objectives.
• Brief and oversee agency execution, ensuring campaigns and customer journeys are delivered to a high standard and on schedule.
• Builds strong relationships across functions to influence and drive results.
• Balances strategic thinking with a willingness to execute and deliver.
• Operates with curiosity, continuous improvement and a test-and-learn mindset.

Qualifications

Key Experience/Capabilities:

• Extensive experience in CRM, lifecycle marketing, loyalty or customer growth roles
• Hands-on experience building and optimising lifecycle programs and customer journeys end-to-end
• Strong understanding of segmentation, personalisation and marketing automation
• Experience working in CRM or customer engagement platforms to build and execute campaigns and journeys
• Ability to translate data and customer behaviour into clear, actionable improvements
• Strong commercial mindset with focus on measurable outcomes (conversion, retention, LTV)
• Experience working cross-functionally with marketing, product or technology teams
• Background in retail, QSR, ecommerce or subscription-based businesses
• Experience with CRM or marketing automation platforms (e.g. Salesforce Marketing Cloud, Braze or similar)
• Experience managing external agencies and marketing technology partners.
• Strong analytical skills with experience using customer, campaign and transactional data to drive business decisions.
• Experience with experimentation frameworks, A/B testing and optimisation methodologies.
• Excellent stakeholder management and influencing skills.
• Experience managing loyalty programs is highly desirable.

Additional Information

Life at Starbucks Australia

Starbucks Australia is proudly Australian owned and operated. We are a small company with large growth plans. We’ve based in Collingwood, with expansive end-of-trip facilities (all shower amenities soaps & towels included), concierge services with dry-cleaning and parcel collection provided, and current building works for our very own Starbucks café on-site. We work on a hybrid model with 3 days in office, 2 from home.