Head of Loyalty - Retail

Location: Hybrid role based in Melbourne or Sydney, Australia

Company

hirify.global operates retail, hospitality, and drinks businesses including Dan Murphy’s, BWS, ALH Hotels, and Pinnacle Drinks across Australia.

What you will do

• Define and execute the loyalty strategy for the BWS and Dan Murphy’s retail businesses.
• Build a multi-year roadmap for loyalty program enhancement across a member base of more than 9 million customers.
• Optimise program mechanics, lifecycle frameworks, and reward offerings to improve acquisition, retention, and engagement.
• Own the P&L and commercial performance of retail loyalty programs, including ROI, active member growth, and member lifetime value.
• Use customer analytics, personalisation, and data insights to improve experiences across in-store, online, and app channels.
• Lead and develop a team of four loyalty professionals while collaborating with Marketing, Merchandise, Digital, Data, eCommerce, and MixIn teams.

Requirements

• 10+ years of experience in loyalty marketing, customer strategy, or CRM.
• Strong track record in the retail or FMCG sector.
• Deep understanding of loyalty program mechanics, emerging trends, and complex multi-tiered programs.
• Experience managing a P&L, developing business cases, driving revenue growth, and optimising program ROI.
• Strong analytical skills, including interpreting complex customer data and using personalisation and analytics platforms.
• Proven experience leading high-performing teams and influencing senior and cross-functional stakeholders.

Culture & Benefits

• Discounts across hirify.global brands, including ALH Hotels, BWS, and Dan Murphy’s, plus partner discounts at Woolworths and BIG W.
• Access to free services supporting physical, mental, and financial wellbeing.
• Learning and development opportunities for professional and career growth.
• Inclusive, flexible, and collaborative workplace culture.