About Us
At BikesOnline, our mission and purpose of "Ride More, For Less" is born from our belief that cycling has the power to improve lives, and the environment. We love to break through old norms, to get bikes and products to our customers quickly and to have a laugh while we do it.
Founded in 2011, we’re global in our approach and presence with 80 staff in 6 countries and growing. We have a genuine focus on nurturing our team with generous staff discounts, a commitment to ongoing learning and internal career progression across our international footprint.
We are passionate cyclists who love inspiring others to ride more. We design our products, provide expert advice and support initiatives to encourage people from all walks of life to enjoy more cycling adventures. We are committed to delighting customers by sourcing and making quality products for less and providing a simplified and exceptional experience.
What You'll Do
The Loyalty \& Direct Marketing Manager is a key member of the marketing team, responsible for our loyalty programs in Australia and USA and email marketing to engage and retain customers across both markets. The role focuses on fostering customer loyalty, driving repeat business, and maximising the lifetime value of customers through targeted email communications and rewards.
As the Loyalty and Direct Marketing Manager, you will play a vital role in building strong relationships with customers and maximising their lifetime value to the business. Your strategic thinking, data-driven approach, and creative flair will be crucial in driving customer loyalty and engagement through well-executed email marketing campaigns and loyalty initiatives. Key responsibilities include:
Email Marketing Campaigns:
Plan and execute email marketing campaigns aligned with overall marketing objectives, product launches, and seasonal promotions.
Segment the customer database based on various criteria (e.g., preferred riding style, propensity to spend, geography) to ensure personalised and relevant communications.
Create compelling and engaging email content, including newsletters, promotional offers, event invitations, and product updates.
Marketing Automation:
Utilise marketing automation tools to schedule, deploy, and track email campaigns.
A/B test different email variations and offers to optimise open rates, click-through rates, and conversion rates.
Monitor and analyse email performance metrics to identify areas of improvement and inform future strategies.
Loyalty Program Development:
Develop and implement customer loyalty strategies and programs to increase customer retention and repeat purchases.
Analyse customer data to identify trends, preferences, and opportunities for improving loyalty initiatives.
Collaborate with cross-functional teams to design and implement loyalty program enhancements, promotions, and rewards.
Customer Retention and Engagement:
Implement strategies to enhance customer satisfaction throughout the customer journey and turn customers into advocates for BikesOnline.
Develop retention-focused communications to nurture long-term relationships with customers.
Address customer feedback and concerns promptly and effectively to foster positive customer experiences.
Work with internal Customer Service leaders to suggest and implement strategies and process improvements, enhancing the customer experience and satisfaction.
Data Analysis and Reporting:
Regularly analyse the performance of loyalty programs and email campaigns, providing actionable insights and recommendations.
Track key performance indicators (KPIs) such as customer retention rate, average order value, average items per order, and customer lifetime value.
Prepare reports and presentations to communicate results and progress to stakeholders.
Compliance and Best Practices:
Ensure compliance with relevant data protection and email marketing regulations (e.g., GDPR, CAN-SPAM Act).
Stay up-to-date with industry best practices and trends in loyalty programs and email marketing.
Leadership:
Identify areas for process improvement and implement efficiency measures to optimise workflows and productivity, encouraging a culture of continuous improvement and innovation within the team.
Prepare and manage budgets ensuring financial resources are allocated efficiently and in line with organisational objectives.
Monitor budget variances and implement cost-saving measures where applicable.
Demonstrate sound judgement in complex situations, balancing risks and benefits.
Foster open communication and collaboration within the team and across departments to ensure the seamless flow of information and ideas.
Process Improvement \& AI Utilization
Strategically integrates AI solutions across various team functions to optimize processes, improve resource allocation, and drive measurable improvements in operational performance.
Evaluate AI's impact on key metrics, ensuring its deployment contributes to significant gains in efficiency and supports broader organizational objectives.
What We Believe In
Our company values are integral to our culture and success. We expect that you embrace our core values, with behaviours and actions that:
Delight the Customer.
Focus on the Process.
Take Responsibility.
Learn Grow and Develop.
One Team Together.
What You'll Have
Tertiary qualifications in marketing, communications, business or related field
Proven experience in loyalty program management and email marketing
Familiarity with marketing automation platforms and CRM systems.
Strong analytical skills with the ability to interpret data and draw actionable insights.
Excellent written communication and copywriting skills.
Creative mindset and ability to think outside the box.
Understanding of customer behaviour and segmentation strategies.
Proficiency in using email marketing tools like Klaviyo, customer service tools like Freshdesk, HTML, and CSS is a plus.
Strong project management skills, with the ability to multitask and meet deadlines.
Team player with excellent cross department collaboration and interpersonal skills.
Why You’ll Love Working Here
When you embark on your journey with BikesOnline, you’re not only joining a close-knit community, but contributing to a dynamic and rapidly expanding industry - sparking newfound creativity and innovation.
We both welcome and value employee perspectives, as inclusivity and collective contribution are the foundations of our culture.
If you’re passionate about bikes, that’s amazing! However, if not, our wealth of knowledge will allow you to absorb new skills.
From personal development to career opportunities - we invest in our people and culture, providing a safe, trustworthy, and flexible work environment.
We encourage you to be inquisitive, be yourself, and join the BikesOnline family!
How To Apply?
Apply now by sending through your up-to-date resume and cover letter.
We appreciate how much effort is required to properly apply for a role. We commit to responding to all applicants with relevant skills and experience, but unfortunately will not be responding to candidates who do not meet the following criteria:
Tertiary qualifications in marketing, communications, business or related field
Proven experience in loyalty program management and email marketing
Familiarity with marketing automation platforms and CRM systems.
Proficiency in using email marketing tools like Klaviyo, customer service tools like Freshdesk, HTML, and CSS is a plus.