About The Job
Position: CRM Specialist- Remote Work
Join Addiction Pet Foods and help us turn pet parents into loyal brand advocates.
At Addiction Pet Foods, we are passionate about creating premium nutrition for pets and meaningful connections with the people who love them. We are looking for a
CRM Specialist to build and scale our consumer relationship ecosystem across our brands, including
Addiction, Wishbone, and Kooky Kibble.
This role is ideal for someone who combines
CRM strategy, loyalty program design, lifecycle marketing, consumer data management, and personalization to drive measurable business results. You will play a key role in growing consumer loyalty, increasing repeat purchases, and improving customer lifetime value across multiple markets and channels.
About The Role
As our
CRM Specialist, you will own the end-to-end CRM strategy and execution. You will lead the development of a strong consumer database, build loyalty and retention programs, drive lifecycle marketing, and create personalized customer experiences across e-commerce, retail, events, and campaigns.
You will work closely with brand, performance, trade, tech, and commercial teams to create a connected consumer journey from acquisition to retention.
Key Responsibilities
CRM Strategy & Consumer Database Management:
- Own and manage the global consumer database, ensuring strong data integrity, segmentation, and compliance with relevant privacy regulations.
- Build and grow the customer database with a target of 1 million unique accounts and at least 50% active users.
- Develop a single customer view (SCV) across all touchpoints, including e-commerce, marketplaces, retail activations, campaigns, events, and partnerships.
- Define and manage customer segmentation frameworks such as new, active, lapsed, VIP, and high-value pet owners.
- Lead data capture initiatives through landing pages, QR scans, gamified experiences, events, and packaging codes.
- Partner with internal tech and web teams to integrate CRM with websites, apps, loyalty platforms, and marketing automation tools.
- Establish governance, tracking frameworks, and dashboards to support CRM decision-making.
Loyalty Program Development & Management
- Design and implement a global loyalty ecosystem with both core and brand-specific program layers.
- Develop loyalty structures and tiering models such as Entry, Silver, Gold, and VIP.
- Create strong earn-and-burn mechanics, including points from online and offline purchases, campaign multipliers, referrals, reviews, and social engagement.
- Develop reward architecture that includes products, samples, exclusive merchandise, and branded experiences.
- Build a smooth and engaging redemption journey through portals, apps, and retail integrations.
- Continuously optimise the loyalty program based on engagement, redemption, and campaign ROI.
CRM Platform, Portal & Ecosystem Development
- Lead the development of consumer-facing CRM and loyalty platforms with features such as account management, points tracking, redemption, and gamification.
- Work with internal and external technology partners to create scalable, mobile-first solutions for global rollout.
- Implement marketing automation journeys such as welcome series, abandoned cart recovery, browse recovery, replenishment reminders, and win-back campaigns.
- Drive personalization strategies based on pet profiles, dietary needs, and customer purchase behaviour.
Brand-Level CRM & Loyalty Execution
- Translate the global CRM strategy into brand-specific experiences and programs.
- Build premium and exclusive loyalty experiences for Addiction.
- Develop health, education, and function-led CRM initiatives for Wishbone.
- Create highly engaging, gamified, and reward-driven CRM programs for Kooky Kibble.
- Ensure CRM programs align with brand positioning, campaign goals, and market maturity across New Zealand, Australia, China, and Southeast Asia.
Campaign Integration & Lifecycle Marketing
- Integrate CRM into major campaigns, partnerships, and brand activations.
- Build full-funnel consumer journeys from awareness and data capture to conversion, retention, and advocacy.
- Develop always-on lifecycle marketing programs across email, SMS, and push notifications.
- Work closely with brand, performance marketing, and trade marketing teams to ensure CRM is embedded across online and offline channels.
Analytics, Performance & Optimisation
- Define, track, and improve CRM KPIs such as:
- Customer acquisition cost
- Repeat purchase rate
- Customer lifetime value
- Retention rate
- Loyalty engagement and redemption rate
- Build clear CRM performance dashboards for leadership and cross-functional teams.
- Run A/B tests on offers, messaging, and customer journeys to improve performance.
- Provide actionable insights and recommendations to marketing leadership and commercial teams.
What We're Looking For
- Strong experience in CRM, loyalty programs, lifecycle marketing, or customer retention
- Proven ability to manage and grow consumer databases and segmentation strategies
- Experience working with CRM platforms, marketing automation tools, and customer journey mapping
- Strong understanding of consumer behaviour, personalization, and retention strategy
- Confidence in working cross-functionally with marketing, tech, e-commerce, and sales teams
- Strong analytical mindset with the ability to translate data into insights and actions
- Experience in A/B testing, dashboard reporting, and campaign performance optimisation
- Ability to thrive in a fast-paced, multi-brand, multi-market environment
- Passion for building meaningful customer experiences and brand loyalty
Why Join Us
At Addiction Pet Foods, you will have the opportunity to shape how our brands build lasting relationships with pet parents around the world. You will help create loyalty ecosystems that go beyond transactions and build real brand love.
If you are excited about data-driven marketing, loyalty innovation, and creating exceptional consumer experiences, we would love to hear from you.
