Lori Herbert
Melbourne,VIC
Summary
Experienced CRM Executive with a proven track record in strategic campaign planning, customer segmentation, and omnichannel execution across SMS, email, push, and in-app at Sportsbet. Passionate about delivering customer-first marketing experiences that drive commercial impact. Deeply embedded in the Sportsbet ecosystem with strong knowledge of our products, customers, and platforms. Seeking to transition into a strategic leadership role to shape future-facing CRM planning and engagement strategies.
Overview
13
13
years of professional experience
Work History
Customer Marketing Operations Executive
Sportsbet Australia
07.2021 - Current
- Led end-to-end execution of campaigns across SMS, Email, Push and In-App, aligned to strategic business objectives
- Collaborated with Strategy, Product, and Value teams to execute high-impact communications for product launches and marquee events
- Built and optimised complex Braze journeys using behavioural triggers and high-value customer actions
- Provided campaign performance insights to refine segmentation and personalisation strategies
- Championed the customer voice by testing, learning and optimising how and when we connect with our mass segment
- Engaged with external customer communities and research to understand customer sentiment and expectations
- Partnered with internal teams across marketing, trading, data and creative to ensure alignment and cross-functional delivery
- Pushed for strategic evolution beyond tactical execution—identifying opportunities to uplift planning, targeting, and messaging
E-Commerce Marketing Specialist
Sand & Sky
03.2020 - 07.2021
- Executed digital acquisition and retention campaigns with a strong focus on CRM and performance media
- Implemented CRM strategies to drive customer loyalty, lifecycle engagement, and repeat purchase
- Created and optimised creative assets across email, video, paid display and social
- Analysed campaign data to inform future strategy and drive performance improvements
Marketing & Social Media Executive
Perfect Moment
03.2018 - 09.2019
- Developed and executed global campaigns and influencer activations.
- Oversaw content creation and growth of brand social presence.
- Coordinated partnerships and tracked campaign results.
Junior Fashion Editor
Glamour Magazine
06.2014 - 08.2016
Senior Fashion Assistant
Glamour Magazine
01.2013 - 06.2014
Fashion Assistant
Grazia Magazine
01.2012 - 12.2012
Education
Certificate IV in Design -
Martin College
Melbourne, VIC01-2017
Bachelor of Arts -
Sydney University
Sydney, NSW01-2008
Skills
- CRM Strategy & Lifecycle Planning
- Customer Segmentation & Personalisation
- Omnichannel Campaign Management (Braze)
- Data-Driven Decision Making
- Cross-functional Stakeholder Engagement
- Commercial Acumen & Performance Analysis
- Strategic Thinking & Innovation
- Sports Betting Industry Knowledge
- Project Coordination
Timeline
Customer Marketing Operations Executive
Sportsbet Australia
07.2021 - Current
E-Commerce Marketing Specialist
Sand & Sky
03.2020 - 07.2021
Marketing & Social Media Executive
Perfect Moment
03.2018 - 09.2019
Junior Fashion Editor
Glamour Magazine
06.2014 - 08.2016
Senior Fashion Assistant
Glamour Magazine
01.2013 - 06.2014
Fashion Assistant
Grazia Magazine
01.2012 - 12.2012
Certificate IV in Design -
Martin College
Bachelor of Arts -
Sydney University
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