Lead end-to-end ownership of Guzman y Gomez's loyalty program and lifecycle marketing across email, push, SMS and in-app. Set strategy, segmentation, P&L, program mechanics and roadmap; apply AI for personalization; run A/B and multivariate testing; manage communications calendar and coach a CRM specialist to grow frequency, retention and customer lifetime value.
Company Description
At Guzman y Gomez Mexican Kitchen, our mission has always been to reinvent fast-food. We’re Australia’s only fast-food restaurant to be 100% clean, meaning there are no added preservatives, artificial flavours, added colours or unacceptable additives in our food. We’re incredibly proud of our amazing people, and the unique way we celebrate Mexican culture in everything we do.
Job DescriptionGYG's loyalty program is one of the most important levers in the business and this is the role that owns it end to end, turning everyday cravings into a lasting GYG habit. The Senior Loyalty & Customer Engagement Manager leads the program strategy, the lifecycle marketing, the owned-channel communications across multiple channels including email, push, SMS, and in-app, and the commercial performance of the member base. You'll shape how GYG builds genuine, habit-forming relationships with its guests at scale.
What You'll Do
- Own GYG's loyalty program strategy, proposition, and roadmap, shifting loyalty from transactional rewards to genuine habit formation
- Drive innovation and expansion of the loyalty program
- Design and optimise program mechanics, including earn rates, rewards, and structure
- Own the loyalty program P&L, managing member economics, reward liability, and commercial return
- Own GYG's lifecycle marketing strategy across the full member journey - acquisition, onboarding, frequency building, win-back, and milestone moments
- Set the segmentation and personalisation strategy so the right guest receives the right message for the right occasion
- Apply AI tools to sharpen segmentation, personalisation and content, optimise campaigns, and scale lifecycle marketing efficiently.
- Lead a structured test-and-learn program across A/B and multivariate testing
- Lead, coach, and develop the CRM & Lifecycle Marketing Specialist
- Own the customer communications strategy and owned-channel calendar across email, push, SMS, and in-app messaging, including editing communications prepared by direct report, and drafting and executing comms yourself
What You'll Bring
- Significant experience (e.g. 8+ years) in loyalty, CRM, lifecycle, or retention marketing, including end-to-end ownership of a loyalty or membership program
- Hands-on expertise with enterprise CRM and lifecycle platforms such as Braze or similar, including segmentation, journey building, and automation
- Demonstrated experience owning the full picture across strategy, mechanics, CRM execution, analytics, commercial performance, and compliance
- Strong track record of using data and insight to grow visit frequency, retention, and customer lifetime value
- Experience using AI tools to improve segmentation, personalisation, content, and campaign performance
- Sound commercial and analytical judgement, including managing a program P&L or budget
- Working knowledge of Australian privacy and marketing compliance
What You'll Love
- Join one of Australia's fastest-growing restaurant companies
- Real influence in a marketing function that's investing heavily in its capability
- Annual short-term incentive scheme
- GYG restricted shares, earned each year through our long-term incentive scheme
- Up to 5 weeks of annual leave each year (ask us how)
- Paid parental leave
- The chance to one day become a franchisee and own your own GYG restaurant
- A vibrant Surry Hills office, a short walk from Central Station
Interested? Apply now to start the conversation.
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