Manager - Communications Enablement & Personalisation

Ready to take the next big step in your career? Join Origin’s fast-paced Marketing team and lead the transformation of how we speak to millions of customers every day. As our Communications Enablement & Personalisation Manager, you’ll sit at the intersection of marketing, data and technology owning the platforms, frameworks and workflows that power personalised communications at scale. 

Reporting to the Customer Communications Experience & Personalisation Lead, this is a rare opportunity to drive capability uplift across core systems including Kraken (CRM), WordPress (CMS), Formstack, Intercom and Braze, shaping the future of Origin’s digital communication experience. 

Why this role matters

Origin’s Marketing team is bold, collaborative, creative and customer focused. We protect and grow one of Australia’s most recognisable brands, and we do it with pace, passion and precision all with a focus on leading Australia’s energy transition. 

In this role, you will shape the intelligence layer that powers Origin’s personalised customer communications as an important conduit in managing the breadth of our customer communications triggers delivered through Kraken (our CRM and 1:1 service orchestration) and supporting platforms. You will design and govern the end-to-end frameworks that ensures our triggers are managed effectively and provide technical oversight and support to a team of content designers, leveraging complex audience selection rules and enterprise-grade data pipelines that span CRM, data warehouse, decisioning engines and digital channels. 

You will also bring a strong communications craft mindset. You understand how to design content that is channel appropriate, contextually aware and responsive to customer needs. You know how to translate data signals and business rules into tailored messages that feel human, helpful and relevant, and you can shape content frameworks that scale across email, app, SMS and emerging channels without losing clarity or intent. 

You will operate as the technical and governance backbone for Origin’s 1:1 communications ecosystem. You will draw on your experience with platforms such as Adobe Journey Optimizer, Adobe Campaign, SFMC, Braze or Kraken to ensure every message we deliver is accurate, compliant, personalised and operationally robust. This role is suited to an orchestration specialist who understands how data, logic, content and governance work together to allow our designers to create curated customer experiences at scale. 

What you’ll do

Communications Enablement 

• Develop a digital communications capability roadmap across CRM, CMS and workflow platforms. 

• Partner with Technology, Data and Operations to deliver system enhancements and intelligent automation. 

• Define standards for naming conventions, personalisation logic, metadata and data-linking. 

Translate customer and commercial strategies into scalable technical frameworks.


Operational Governance 

• Lead governance for Kraken CRM: context variables, naming, validation and environment control. 

• Manage audience selection criteria and ensure alignment with rules, dependencies and delivery configurations. 

• Maintain documentation, workflow maps and governance registers across all platforms. 

• Oversee Formstack governance, data capture standards and template consistency. 

• Conduct platform audits (privacy, security, WCAG 2.2) and establish QA processes for all communication components. 
  
  
  

Personalisation Delivery 

• Govern the technical setup and optimisation of personalised customer experiences. 

• Ensure cross-platform data accuracy across Kraken, WordPress, Formstack and Intercom. 

• Lead automation and personalisation improvement initiatives. 

• Analyse performance and recommend optimisation opportunities. 
  
  

Cross-Platform Coordination 

• Work with analytics and engineering teams to maintain tagging, tracking and attribution accuracy. 

• Coordinate dependencies between upstream systems and communication platforms. 

• Ensure all workflows and templates meet regulatory and brand requirements. 

• Facilitate operational forums to align standards and technology priorities. 
  
  

Stakeholder Engagement & Leadership 

• Champion cross-functional collaboration across marketing, sales, digital, operations and product. 

• Own service communications and lifecycle messaging across digital channels. 

• Provide guidance to uplift CRM, content and communications teams. 

• Embed a customer-first mindset and drive operational excellence. 
  
  

Problem Solving & Strategic Decision Making 

• Approve content and communications across retail and non-retail areas. 

• Ensure messages meet brand, compliance and experience standards. 

• Act as a content automation expert optimising messaging and enabling continuous improvement. 
  
  

About You 

You are a systems thinker, a communications innovator, and someone who thrives in the space where tech meets customer experience. You bring: 

• Experience in CRM/CMS governance, digital communications infrastructure or marketing technology. 

• Strong stakeholder leadership across data, tech and marketing teams. 

• A passion for scalable personalisation, automation and operational excellence. 

• Confidence navigating compliance, privacy and regulatory considerations. 

• A customer-obsessed mindset and the drive to continually improve. 

Why you’ll love it here 

• Work with cutting-edge communications platforms at industry scale. 

• Influence strategy and build capability that touches every customer. 

• Join a fast, creative, collaborative marketing team that’s shaping the future of Origin. 

• Make your mark on transformation that matters.