Head of Loyalty - Retail

Let’s create a more sociable future together

At Endeavour, we’re totally into what we do. With a portfolio that includes Dan Murphy’s, BWS, ALH Hotels, Pinnacle Drinks and more, we love to bring people together. Together we share our passion for our products and industry; it’s what inspires us to dream big, and continue to create new experiences for our customers and teams across Australia. If you thrive on positive energy, we want to meet you!

• Love what you do and leave your mark
• Bring your Loyalty Marketing expertise to this Senior Leadership opportunity, across our two iconic brands - BWS & Dan Murphy’s
• Be based in either Melbourne, or Sydney in this hybrid role

As the Head of Loyalty - Retail, you will report directly to the General Manager - Loyalty & Customer Strategy and lead a team of 4 direct reports. 

In this critical leadership role, you will drive the strategic direction, growth, and commercial performance of our retail loyalty programs, anchored by a base of over 9 million members across 1,740+ Dan Murphy's and BWS stores, and a growing digital business. 

You will leverage data-driven insights and innovative program mechanics to design compelling value propositions, deepen customer engagement, and embed loyalty signals across the entire retail customer journey.

Sound good? Read on.

Here's a snapshot of the responsibilities:

• Strategic Loyalty Vision: Define and execute overarching loyalty strategies across the retail businesses, aligning with group commercial objectives and building a multi-year roadmap for program enhancement.
• Program Design & Optimisation: Continuously evaluate and refine program mechanics, lifecycle frameworks, and reward offerings in partnership with Personalisation to maximize acquisition, retention, and engagement.
• Commercial Performance Management: Own the P&L for retail loyalty programs, monitor key KPIs (active member growth, program ROI, member lifetime value), and partner with Merchandise and MixIn to commercialize strategic loyalty products.
• Data Insights & Personalisation: Partner with Data and Personalisation teams to leverage customer analytics, drive deep behavior insights, and deliver highly relevant experiences across all retail touchpoints.
• Cross-Functional Collaboration: Collaborate with Brand Marketing, Merchandise, Digital, Data, eCommerce, and MixIn teams to ensure seamless integration across in-store, online, and app channels.
• Team Leadership & Development: Build, inspire, and mentor a high-performing team of 4 loyalty professionals, fostering a collaborative and innovative culture.

Now let’s talk about you: 

• You bring 10+ years of experience in loyalty marketing, customer strategy, or CRM, with a strong track record of success within the retail or FMCG sector.
• Deep understanding of loyalty program mechanics, best practices, emerging trends, and managing complex, multi-tiered loyalty programs.
• Demonstrated ability to manage a P&L, drive revenue growth, build business cases, and optimize program ROI.
• Strong analytical skills with experience interpreting complex customer data and utilizing personalization and analytics platforms to inform commercial strategy.
• Proven experience leading and developing high-performing teams, with excellent communication and influencing skills across senior leadership and cross-functional teams.

The benefits are good too! 

• An exclusive discount card for our ALH Hotels pubs & accommodation, BWS, Dan Murphy’s and other Endeavour Group brands. Through our partnership with Woolworths, you'll also enjoy discounts at Woolies supermarkets and BIG W 
• As a valued member of the team, your health and wellbeing is our top priority. You will have access to a range of free services to help you live well and support your physical, mental and financial wellbeing
• Endeavour Group is full of opportunities - use our dedicated learning and development options to grow an idea, yourself, and your career. This is just the start, so dream big
• Find out more about our range of benefits and discounts here

At Endeavour, we value being a workplace where everyone’s welcome - if you meet a number of the requirements (and not all), we encourage you to apply.

We are together creators

With a portfolio that includes Dan Murphy’s, BWS, ALH Hotels, Pinnacle Drinks and more, Endeavour Group is big on sociability. Together we create the moments that bring millions of people together. And together we have more fun, create more opportunities, and score a lot more goals. We’re serious about creating a safe, inclusive and fun place to rock up to where equal opportunity is key, and flexibility is part of how we roll.  

We’re all about creating a more sociable future - for our customers and each other. If this job excites you - and you’re close-enough on the requirements, reach out, we’d love to hear from you.

You can learn more about working with us on LinkedIn or at endeavourgroupcareers.com.au.

Our Talent Team and Hiring Leaders kindly request no unsolicited resumes or approaches from Recruitment Agencies. Endeavour Group is not responsible for any fees related to unsolicited resumes.

#WeAreTogetherCreators #ComeAsYouAre #DreamBig #FeelTheEnergy #LeaveYourMark #EndeavourGroup