CRM Lead

Be Part of History

The Tasmania Devils Football Club is on a historic journey to build a professional AFL/AFLW club from the ground up. We are assembling a passionate and committed team to connect with fans across Tasmania and beyond, creating experiences that inspire pride, loyalty, and belonging.

Role Purpose

The CRM Lead is responsible for driving fan engagement, consumer growth, and lifetime value through data-led, personalised communication strategies. Sitting within the Marketing & Consumer Engagement team, this role partners closely with Consumer, Data, and Commercial teams to deliver best-in-class CRM programs that deepen supporter connection and maximise long-term value for the Club. Your responsibilities will include:

CRM Management

• Act as the primary point of contact for Salesforce Marketing Cloud, overseeing best practice, optimisation, and Club-wide usage
• Plan, build, and deliver multi-channel CRM campaigns supporting membership, ticketing, retail, commercial partnerships, match days, and broader Club initiatives
• Optimise end-to-end supporter journeys aligned to acquisition, engagement, and retention objectives
• Develop and maintain the CRM communication framework and marketing calendar, ensuring consistency across email, SMS, and digital channels
• Collaborate with Marketing, Consumer, Data, and Content teams to deliver engaging, on-brand, mobile-first communications

Performance Optimisation

• Own CRM performance metrics including database growth, engagement, retention, and revenue contribution
• Analyse campaign performance and translate insights into actionable optimisation strategies
• Continuously test and refine campaign effectiveness through structured experimentation
• Contribute to forecasting membership growth, campaign ROI, and supporter engagement benchmarks

Data-Driven Marketing & Personalisation

• Work closely with the Head of Data to develop advanced segmentation strategies using behavioural, transactional, and engagement data
• Deliver highly personalised communications aligned to supporter lifecycle stages and preferences
• Lead A/B testing across messaging, creative, timing, and channels to optimise performance
• Produce regular reporting and dashboards to inform decision-making across Marketing, Consumer, and Commercial teams

Club & Industry Collaboration

• Ensure alignment with AFL-wide initiatives, digital ecosystems, and fan engagement strategies
• Stay current with CRM, data, and sports marketing trends to drive innovation and competitive advantage
• Share insights and best practices to foster continuous improvement across the organisation

What you’ll bring

• CRM, lifecycle, or database marketing experience (sport, entertainment, or membership-based environments preferred)
• Strong hands-on experience with Salesforce Marketing Cloud or equivalent
• Solid segmentation, analytics, and campaign reporting capability
• Proven multi-channel campaign delivery across email, SMS, and paid social
• Organised, collaborative, and able to translate data into clear business outcomes
• Values-led, with the ability to manage competing priorities in a fast-paced environment

The Fine Print

• Based in Hobart, with occasional travel and out-of-hours work required
• Salary banding: $75,000 – $85,000 + superannuation
• A collaborative and inclusive culture with attractive benefits including quarterly wellbeing days and additional off-season leave
• Work that matters, a team that backs you, and a chance to be part of something truly historic
• Apply now! Applications close 5pm, Friday May 22.