JOB PURPOSE:
The CRM Specialist is responsible for building and scaling Addiction Pet Foods’ consumer relationship ecosystem, transforming transactional buyers into loyal brand advocates across all brands (Addiction, Wishbone, Kooky Kibble, etc.).
This role owns the end-to-end CRM strategy, including consumer database development, loyalty program design, lifecycle marketing, and personalization, ensuring measurable impact on retention, repeat purchase, and customer lifetime value (CLV).
Key Responsibilities:
CRM Strategy & Consumer Database Ownership (Core Role):
- Own and manage the global consumer database, ensuring data integrity, segmentation, and compliance (GDPR, PDPA, etc.).
- Build customers’ database – Target 1mil. unique accounts, min. 50% active users.
- Develop a single customer view (SCV) across all touchpoints:
- E-commerce (DTC, marketplaces).
- Retail & trade activations (QR, POS, events).
- Campaigns & partnerships.
- Define and manage customer segmentation frameworks:
- New / Active / Lapsed / VIP / High-value pet owners.
- Lead data capture strategy:
- Landing pages, QR scans, gamification, events, packaging codes.
- Work closely with tech/web team to integrate CRM with:
- Website / App / Loyalty platform.
- Marketing automation tools.
- Establish data governance, tracking frameworks, and dashboards.
Loyalty Program Development & Management:
- Design and implement a global loyalty program ecosystem across for each brands:
- Core program & Brand-specific layers (Addiction, Wishbone, Kooky Kibble, etc.).
- Define loyalty structure & tiers:
- Entry / Silver / Gold / VIP (or equivalent).
- Develop Earn & Burn Mechanics:
- Points per purchase (online + offline).
- Bonus multipliers (campaigns, product focus).
- Non-transactional earn (social engagement, referrals, reviews).
- Create reward architecture:
- Free products / samples.
- Exclusive merchandise (e.g., plushies, collectibles).
- Experiences (events, walkathons, vet access).
- Develop redemption journey:
- Seamless UX via portal/app.
- Integration with eCommerce & retail partners.
- Continuously optimise based on:
- Redemption rates.
- Engagement levels.
- ROI per campaign.
CRM Platform, Portal & Ecosystem Development:
- Lead development of consumer-facing CRM portal/loyalty platform:
- Account management.
- Points tracking & redemption.
- Gamification features (badges, missions, streaks).
- Work with internal and external tech partners to:
- Build scalable architecture for global rollout.
- Ensure mobile-first experience.
- Implement automation workflows:
- Welcome journeys.
- Abandoned cart / browse recovery.
- Replenishment reminders (based on pet consumption cycle).
- Win-back campaigns.
- Drive personalisation strategy:
- Pet profile-based targeting (dog/cat, breed, age, dietary needs).
- Purchase behaviour triggers.
Brand-Level CRM & Loyalty Execution:
Translate global CRM strategy into brand-specific programs:
- Addiction (Ultra-Premium Core Brand):
- Focus on VIP loyalty, exclusivity, and premium experiences.
- Vet partnerships, premium bundles, subscription programs.
- Wishbone:
- Emphasize health benefits, functional rewards, education-driven CRM.
- Kooky Kibble:
- Focus on gamification, mass engagement, high-frequency rewards.
- Campaign-based earning (e.g., global challenges, leaderboard).
- Align CRM mechanics with:
- Brand positioning.
- Campaign objectives.
- Market maturity (NZ, AU, China, SEA).
Campaign Integration & Lifecycle Marketing:
- Integrate CRM into all major campaigns:
- Save the Kiwi.
- Walkathon.
- K-Pop Pets / Celebrity campaigns.
- Ensure full funnel CRM integration:
- Awareness → Data capture → Conversion → Retention.
- Develop always-on lifecycle marketing programs:
- Email / SMS / Push notification journeys.
- Collaborate with:
- Brand team (campaign alignment).
- Performance marketing (retargeting, lookalike audiences).
- Trade marketing (in-store CRM capture).
Analytics, Performance & Optimisation:
- Define and track key CRM KPIs:
- Customer acquisition cost (CAC).
- Repeat purchase rate.
- Customer lifetime value (CLV).
- Retention rate.
- Loyalty program engagement & redemption rate.
- Build CRM performance dashboards.
- Run A/B testing communications:
- Offers.
- Messaging.
- Journeys.
- Deliver insights and recommendations to:
- Marketing leadership.
- Commercial / sales team.