As the Marketing Automation Specialist, you will be responsible for the end-to-end execution of automated customer lifecycles and personalised marketing campaigns. You will bridge the gap between creative strategy and technical execution, using data to deliver the right message to the right customer at the right time. Your work will directly impact customer retention, frequency, and the success of BIG W's digital transformation.
Key Responsibilities:
A. Technical Execution & Architecture
- Journey Mapping: Design and deploy complex, multi-touchpoint journeys in Journey Builder, covering lifecycle stages from onboarding to win-backs and macro events (Toy Sale, Black Friday, Christmas).
- Dynamic Personalisation: Scaled 1:1 and 1:many customer journeys, product recommendations, and in-app banners to significantly boost trade and customer engagement.
- Data Integrity & Flow : Monitor end-to-end data flows to ensure accurate, real-time customer data extensions; partnered with Product teams to troubleshoot and resolve technical bottlenecks.
B. Campaign Optimisation & Strategy
- A/B/n Testing: Lead a rigorous test and learn culture, experimenting with send times, channel mix (Email vs. SMS vs. Push), and subject line variations to maximise ROI.
- Audience Segmentation: Maintain and performance optimisation of CDP segments for automated trigger journeys and personalised on-site experiences to maximise conversion and relevance
- Omnichannel Integration: Integrated digital triggers and loyalty data to ensure a consistent customer journey across our App, website, and stores.
C. Governance & Compliance
- Compliance: Maintain 100% adherence to the Australian Spam Act 2003 and Woolworths Group's strict data privacy and Customer 1st policies.
- Deliverability: Monitor IP reputation and inbox placement, troubleshooting any technical blocks with ISPs or platform providers.
Skill Requirements:
- Multi-Channel Orchestration: Advanced expertise in managing automated customer journeys and cross-channel campaigns across email, mobile, and web touchpoints.
- Advanced Marketing Analytics: Skilled in using GA4 and advanced reporting tools to measure beyond-the-click performance, specifically tracking incremental revenue and churn reduction.
- Loyalty & Reward Integration: Good understanding of loyalty ecosystems, with experience to integrate loyalty to trigger journeys.
- Strategic Optimisation: Ongoing management and refinement of CDP-driven segments to optimise trigger journeys and enhance the on-site customer experience.
- Quality Assurance & Risk Mitigation: Exceptional attention to detail with a proven track record of managing high-volume deployments; ensuring zero-defect execution across large-scale campaigns reaching millions of customers.
- Cross-Functional Collaboration: Skilled at navigating complex organisational structures to align technical MarTech capabilities with creative brand objectives.
- Technical Data Autonomy: Proficiency in SQL to query and join complex datasets independently, ensuring high-quality data architecture for targeting without reliance on IT. ( good to have)
- Front-End Development: Ability to code responsive, mobile-first templates using HTML and CSS to ensure seamless rendering across all devices and platforms. ( good to have)
