Head of Loyalty and 1:1 Marketing - Kmart & Target

Date: 20 Nov 2023

Location: Mulgrave, VIC, AU

Company: kmartaustr

Brighter Futures Start Here


As Australia and New Zealand's biggest and most loved retailer, we’ve been brightening up everyday life for families for over 50 years. At our stores, distribution centres, and offices in Australia and New Zealand. All around the globe. Our diverse and inclusive 47,000 strong team come together for a common cause. Giving families easy access to our on-trend products and incredibly low prices – it’s the heart of everything we do.


As a leader in the retail market, we’re optimistic about our future and yours. We’re relentless in our pursuit for results, but changing at a rapid rate, giving you challenging work that you’ll be proud of. We celebrate your uniqueness and individuality. Because at Kmart it’s not just what you do, it’s who you are that makes every day living brighter.


Join the team


Join us in a transformative and high-accountability role as a hands-on thought leader, driving customer engagement for two of Australia's largest brands building and leveraging a loyalty ecosystem and driving activation across multiple digital channels. As the Head of Loyalty and 1:1 Marketing, you will shape the future of our 1:1 customer interactions, harnessing data and technology and best practice direct marketing practices to elevate customer engagement and drive a broader personalistion agenda. This pivotal position leverages our scale and unique dual-brand and customer value propositions to revolutionise our business, with a relentless focus on building our omni-customer scale.


This is a critical leadership position that demands strategic thinking, collaboration, pragmatism, and a relentless and results oriented focus on elevating our loyalty and direct marketing initiatives to new heights. It offers a rare opportunity to report to our innovative and supportive Chief Customer Officer, while building and leading a high performing team that delivers results.


What you’ll be doing


  • Develop and implement a comprehensive loyalty strategy and customer value proposition for the Kmart Group, leveraging the FlyBuys and OnePass ecosystem.

  • Oversee all facets of direct 1:1 marketing, including trade driving and overarching customer relationship management across email, SMS, and app notifications across owned and partner platforms.

  • Craft a clear direct marketing strategy, optimising ongoing activities while envisioning innovative digital capabilities.

  • Build and lead a high-performing team of experts in loyalty, direct marketing, and martech to boost revenue and enhance customer value, including establishing cross-functional processes to support execution.

  • Collaborate with data, product, and technology teams to across BAU activities as well as continuous improvement of our loyalty and direct marketing capabilities. Working cross-functionally to drive personalisation initiatives beyond direct marketing channels, ensuring an exceptional customer experience.

  • Meet e-commerce/mobile app sales contribution targets and exceed key performance indicators.

  • Collaborate with senior leaders across functions to support daily operations.

  • Take accountability for a loyalty and direct marketing profit and loss statement you will shape, including managing capital expenditures within transformation projects.



To be successful in this team you will have:


  • A minimum of 10 years hands on experience in retail Direct Marketing, encompassing trade and CRM strategies across 1:1 channels, ideally also supporting Loyalty programs.

  • Proven ability to employ scalable direct marketing and transformation techniques to drive tangible outcomes within complex business environments, ideally with prior ownership of clear Profit and Loss related to direct marketing activities.

  • Track record of results in delivering measurable e-commerce/mobile app sales growth.

  • In-depth knowledge of direct and digital marketing best practices, with a track record of creating strategic direct marketing frameworks and building and optimizing campaign activities and investments for maximum returns.

  • A clear grasp of the essential elements that underpin best-practice direct marketing programs, including contact strategies, process optimisation, template development, martech utilisation, measurement, and areas suitable for automation.

  • Demonstrated capability in developing deep customer insight and translating them into pragmatic loyalty customer value propositions, as well as designing effective direct marketing and CRM initiatives.

  • Proficiency in working with customer databases and customer data assets, especially as they pertain to loyalty and direct marketing goals. This includes experience with segmentations and predictive modelling related to direct marketing.

  • Proven experience in crafting direct marketing test and learn frameworks, including the deployment of loyalty and direct marketing measurement structures. Demonstrated proficiency in driving key metrics such as open rates, click through rates, conversion rates, and sales across multiple channels.

  • Experience in leading the implementation and scaling of new martech platforms. This involves building specialised marketing/martech teams and developing effective processes and workflows within and across teams. Ideally, familiarity with digital marketing platforms such as Salesforce, Braze, Tealium, and expertise in campaign automation.

  • A strong understanding of e-commerce and digital advertising principles, including programmatic media buying, paid search, and SEO.

  • Demonstrated proficiency in building collaborative relationships with a diverse range of stakeholders, especially data, merchandise teams, product and technology teams. Exceptional influencing skills to drive organisational change, along with experience managing external agencies and vendors for performance and efficiency.

  • Prior accountability for building and optimising end to end direct marketing processes across people and teams, including knowledge of areas that support scale.

  • Proven experience as a people leader, with a track record of building and leading both direct and indirect reporting line teams during periods of significant change. The ability to foster innovation, set high standards, and create value autonomously while upholding organisational culture and values.


Benefits we’ll offer you:


  • Flexible hybrid working options through our Flex Where, Flex When, Flex Well policy.

  • A team member discount card that gives you a discount at Kmart, Target, Bunnings, and Officeworks.

  • A free OnePass membership offering free delivery across Kmart, Target & Catch on eligible products.

  • Access to the Kmart for You benefits program which entitles you to exclusive discounts and benefits in the areas of entertainment, travel, lifestyle, and health - with over 60 suppliers!

  • We want you to feel rewarded for your commitment and hard work that's why everyone gets the opportunity to participate in a bonus program.

  • Free onsite parking when you're required to come into the office.

  • We offer inclusive parental leave and ongoing support offered though our partnership with Circle In for team members of all backgrounds and family circumstances.

  • A dynamic learning and support program.

  • Opportunity to fast track your career through our Mentor Program as a Mentee or Mentor.

  • In-house café that serves breakfast, lunch and includes a collaborative space to work in.

  • Reflection room, space for prayer, meditation, or time for yourself.

  • Kudos recognition program, where you are nominated by your peers to spin a wheel, to win a stack of cool prizes.

  • Regular product sample sales with tonnes of discounted items to purchase.

  • Wesfarmers is Kmart's parent company and each year eligible employees can elect to purchase shares through a salary sacrifice arrangement.

  • Great career opportunities across the broader Wesfarmers Group.


We’re here to make everyday living brighter


From humble beginnings in Burwood East, Victoria, in 1969, we’re now an essential part of 300 communities, and proud of it! From bedding to apparel to kitchenware and beyond. We’re designing and creating the products people reach for every day. 


In-store, online, or Click & Collect – getting the products we love into the hands of happy customers is what we aim to do best. From the remote outback to coastal towns and big cities, and everywhere in-between. We’re progressive in our pursuit to create seamless customer journeys for satisfied shoppers.


A place you can belong


At Kmart, we celebrate the rich diversity of the communities in which we operate and are committed to creating inclusive and safe environments where all our team members can contribute and succeed. We believe that all team members should feel valued, respected and safe irrespective of your gender, ethnicity, indigeneity, religious beliefs, education, age, disability, family responsibilities, sexual orientation and gender identity and we encourage applications from all candidates.


We believe that everyone should have the opportunity to do well when applying or working at Kmart, therefore we encourage you to let us know by emailing diversity@kmart.com.au if you would like any adjustments.


As part of our recruitment process, we will be conducting Pre-Employment Checks with our successful candidates – this will include a police check.  Talent Acquisition will provide further updates to candidates as they progress through our recruitment process.



“We are a 2023 Circle Back Initiative Employer – we commit to respond to every applicant”