Lifecycle Marketing

Lifecycle Marketing & Automation Specialist Be among the first 25 applicants. Bet Right is looking for a hands‑on Lifecycle Marketing & Automation Specialist with strong CRM experience to own our Braze and Amplitude capabilities. You’ll be responsible for the design, execution, and optimisation of lifecycle messaging, working at the intersection of marketing, product, data and compliance. We’re at the beginning of our journey with Braze and Amplitude, and we need someone who can bring CRM expertise to establish rigorous processes , build dynamic segments using Amplitude and Snowflake‑fed behavioural data, create automated journeys, and deliver personalised promotional offers at scale. If you know your way around Braze Canvases, Liquid logic, event‑driven triggers, CRM best practices, and the realities of a regulated wagering environment, this is your opportunity to own a critical capability. This is not a "push send on email" role. This is strategy, execution, optimisation, and ownership—with a sharp eye on what actually drives profitable customer behaviour versus what just looks good in a dashboard. Position Description – Lifecycle Marketing & Automation Specialist Purpose Build and own Bet Right's lifecycle marketing and engagement capability using Braze and Amplitude. You’ll bring CRM expertise to design, execute, and optimise customer engagement programs with clear commercial judgment on what works, what’s being gamed, and what’s burning margin. Establish rigorous segmentation frameworks, automated journeys, and personalised promotional delivery in partnership with Marketing, Product, Trading and Data. Key Responsibilities 1. Lifecycle Automation & Campaign Execution (Braze) Architect and build multi‑channel campaigns (email, push, SMS, in‑app messages, Content Cards) from foundational setup Write clear, concise copy for each channel and sporting context Design and deploy Braze Canvases for onboarding, reactivation, churn mitigation, loyalty, and evergreen value Implement Liquid logic for personalised content, conditional eligibility, and dynamic blocks Establish structured A/B and multivariate testing frameworks across content, timing and channel mix Build and maintain templates, components, naming conventions, and QA processes (including BetStop, Responsible Gambling compliance checks) Work with Dev/SDK teams to define and validate app events, attributes and triggers for Braze use Apply CRM best practices in automation design—trigger logic, suppression strategies, lifecycle stage progression, and customer data governance 2. Audience Segmentation & Analytics (Amplitude) Translate marketing and business questions into Amplitude analyses—funnels, cohorts, retention curves, and drop‑off points Establish and maintain segmentation frameworks that feed directly into Braze audiences Identify early warning signals (7/30/60 day recency, product falloff, dormant signals) and create automation triggers Own CRM KPI dashboards and produce clear reports for stakeholders Understand segmentation best practices from CRM platforms and apply them to an Amplitude‑driven workflow 3. Promotional Execution & Commercial Judgment Partner with the Promotions team to deliver personalised, event‑relevant offers using Bet Right’s promotion systems Build eligibility logic based on behaviour, profile, product preference and historical value Understand promotional economics—when offers drive genuine engagement versus when they’re subsidising activity that would have happened anyway Identify patterns indicating promotional gaming, adverse selection, or client quality issues Question assumptions when data doesn’t align with known punter behaviour and spot the difference between valuable clients and bonus hunters Connect marketing activity to business outcomes (LTV, promotional efficiency, retention economics) Support major product launches and sporting/racing campaigns Ensure all regulatory requirements are consistently applied Design and own automated programs across onboarding, reactivation, lapsed flows, churn prediction, next‑best‑bet messaging and personalised sporting reminders Create sport‑ and racing‑specific messaging paths based on preferences and behaviour Continuously optimise via testing: subject lines, send times, creative variations, suppression logic, channel weighting Ensure all journeys are documented, monitored and maintained 5. Cross‑Functional Collaboration Work with Data Engineering on schemas, attributes, and the Snowflake → Amplitude → Braze pipeline Partner with Product & Dev on SDK events, in‑app content surfaces, and customer touchpoints Support Marketing with insights, creative briefs and channel recommendations Provide clear communication around lifecycle marketing plans, results and priorities—including what didn’t work and why 6. Event‑Driven Flexibility Support key sporting weekends and major events where marketing messaging must be time‑sensitive Manage multiple campaigns concurrently in a high‑tempo sports environment Skills & Experience Strong CRM experience: demonstrated expertise in lifecycle marketing, customer segmentation, audience management, and automation strategy Strong Amplitude or equivalent behavioural analytics experience Experience building complex multi‑touch journeys and lifecycle programs Ability to write clear, effective messaging across email, push and in‑app surfaces Commercial instincts: can connect marketing activity to business economics and spot when things don’t add up Comfortable with data models, event taxonomies and SQL‑adjacent problem‑solving Excellent attention to detail—especially suppressions, eligibility and regulatory logic Strong understanding of major sports codes and bettor behaviours Nice to Have Experience in wagering, gaming, fintech or high‑frequency transactional industries Familiarity with Snowflake, JSON event structures, or SQL Experience with promotional engines, bonus systems, or token‑based mechanics Braze Certification HTML/CSS email knowledge Understanding of attribution, incrementality testing, or promotional ROI Experience with mobile SDK event architecture Background working with offshore development teams Prior experience implementing or optimising CRM platforms Success Looks Like Clean, accurate audience logic and segmentation frameworks the wider team trusts Automated journeys that lift reactivation, retention, and engagement quality Timely, personalised promotional delivery with zero compliance risk A structured lifecycle program replacing ad‑hoc messaging Clear dashboards, cohorts and insights that guide marketing strategy Direct conversion from Amplitude insights → Braze execution → measurable profitable revenue Proactive identification of promotional mechanics being exploited or margin‑destructive patterns Campaign analysis that goes beyond \'what worked\' to \'why it worked and what it cost\' Reporting Line Reports to: Head of Digital Operations Works closely with: Data Engineering, Marketing, Trading, Product, Compliance About the Role This is a full‑time, Sydney CBD office‑based role. The expectation is that you work in the office, with flexibility to work from home by arrangement if needed (for instance, during key sporting periods requiring after‑hours or weekend coverage, or other mutually agreed circumstances). Applicants must have full Australian working rights (citizen, permanent resident status, or a valid long‑term work visa). #J-18808-Ljbffr