THE ROLE IN A NUTSHELLBase Salary: CAD $94,406.00 - 142,069.00
We're looking for a Lifecycle Marketing Manager to lead the strategy and execution of app-focused lifecycle campaigns that drive user engagement, retention, and lifetime value. You'll design data-driven, personalized marketing journeys to nurture users throughout their experience within our GreenShield+ app.
Reporting to the VP, Marketing, the Lifecycle Marketing Manager is a newly created role and may continue to evolve and develop. Here's what you'll be diving into:
Customer Lifecycle Strategy - Develop and optimize lifecycle marketing programs across onboarding, education, engagement, retention, and winback phases
- Map and personalize customer journeys for users at different health stages and or benefit levels leveraging cross-sell, push, in-app messaging, email, and SMS
Campaign Execution & Optimization- Continuously assess and recommend automation tools to improve customer engagement
Plan, launch, and manage automated campaigns using lifecycle platforms (Braze, Hubspot, Leanplum, ChurnZero, Marketo etc.) - Run A/B and multivariate testing to improve campaign effectiveness, timing, and targeting
Use behavioral and transactional data to drive personalized content and segmentation
Analytics & Optimization - Monitor KPIs such registration, activation rate, bookings, session completions, retention, churn, and CLV
- Collaborate with Data/Analytics teams to generate insights to continuously refine strategies
- Own reporting on lifecycle performance and communicate key learnings and recommendations to stakeholders
Cross-Functional Collaboration - Align with Paid Media teams on full-funnel user engagement and retargeting campaigns
- Intimately partner with the Product team to align priorities and initiatives with those of the Marketing team
People Leadership & Talent Development
- Lead, mentor, and develop a team of 2-4 email specialists & email technology experts
- Set clear goals, priorities, and performance expectations
- Foster a culture of data-driven decision-making, experimentation, and continuous learning
- Balance strategic initiatives with operational execution
- Develop priority talent in line with demonstrated strengths and long-term business requirements
WHO WE'RE LOOKING FOR- 4-6 years of experience in lifecycle, CRM, or retention marketing (preferably in a mobile-first, healthtech, healthcare or wellness industry)
- Strong understanding of customer, patient, member data privacy and healthcare comms standards
- Strong experience with lifecycle platforms like Braze, Leanplum, Iterable, or similar
- Proficiency with mobile engagement channels: push notifications, in-app messages, and deep linking
- Analytical mindset; comfortable with tools like Amplitude, Mixpanel, GA4, and SQL
- Proven success in building automated marketing programs, retargeting strategies and increasing retention
- Experience working with cross-functional product and design teams
- Excellent communication and project management skills ''
NICE TO HAVEs
- Experience with chronic condition management, preventative care services, hormonal health programs, pharmacy and/or telemedicine
- Familiarity with mobile attribution tools (e.g., Adjust, AppsFlyer)
- Background in customer segmentation/ audience strategy creation
