Direct Marketing Manager

The Direct Marketing Manager is responsible for leading Lulas direct-to-customer marketing strategy across the full customer lifecycle. The role owns the performance of owned communication channels including email SMS WhatsApp push notifications and outbound communications to drive customer acquisition activation engagement conversion retention and cross-sell.

Working closely with Product Sales Credit Data and Growth Marketing the Direct Marketing Manager develops data-driven lifecycle strategies builds scalable automated customer journeys and continuously optimises performance to maximise customer lifetime value and commercial outcomes.

• Develop and execute Lulas direct marketing strategy across the customer lifecycle to drive acquisition engagement conversion retention and revenue growth.
• Own and optimise customer journeys across email SMS WhatsApp push notifications and other direct communication channels.
• Lead lifecycle marketing automation segmentation and personalisation initiatives to deliver relevant high-performing customer experiences.
• Drive continuous performance improvement through data analysis experimentation and conversion optimisation.
• Partner with Product Sales Credit Data and Growth Marketing teams to deliver integrated customer growth strategies.
• Ensure best practice in data governance compliance and platform management across all direct marketing activities.
• Monitor and report on channel performance providing actionable insights and recommendations to stakeholders.
• Lead and develop the Direct Marketing team fostering a culture of accountability innovation and continuous improvement.

• 5 years experience in CRM lifecycle or direct marketing.
• Grade 12 essential; a tertiary qualification in Marketing Economics Finance or Business is advantageous.
• Proven experience managing multi-channel customer communication programmes.
• Experience with customer segmentation personalisation and lifecycle strategy.
• Strong analytical capability with the ability to interpret data and make commercial recommendations.
• Experience leading cross-functional initiatives involving Product Sales and Data teams.
• Excellent stakeholder management and communication skills.
• Knowledge of experimentation frameworks and conversion rate optimisation.

• CRM & Automation: Iterable Braze Salesforce Marketing Cloud (or similar)
• Analytics & Data: GA4 Looker SQL
• Communication & Messaging Channels: Email SMS WhatsApp Push Notifications

• Customer-centric thinking
• Commercial acumen
• Data-driven decision making
• Strategic planning
• Collaboration and influencing
• Leadership and coaching
• Innovation and continuous improvement
• Problem solving
• Results orientation
• Ownership and accountability