The role

As we continue to scale our subscription business and expand into new specialty care offerings, we're looking for a Senior Manager, Lifecycle Marketing to own the strategy and execution of how we communicate with Maple users across their entire journey - acquisition, activation, engagement, retention, reactivation, and lifetime value.

In this role, you'll shape a data-driven lifecycle program from the ground up - deciding what to build, what to test, and how to measure it - while partnering across Marketing, Product, Data, and Business Development to deliver experiences that actually move the business.

Your responsibilities

As the Senior Manager, Lifecycle Marketing, you will:

• Lead the strategy, development, execution and optimization of lifecycle marketing across the full member journey - acquisition, onboarding, engagement, retention, reactivation and win-back
• Build and optimize multi-channel journeys across email, SMS, push and in-app for consumer, employer and partner audiences using our marketing automation platform
• Turn customer insights, behavioural data and experimentation into scalable programs that grow LTV, lift retention and improve activation
• Partner cross-functionally with Product Management, Data and Business Development to deliver personalized experiences that drive measurable outcomes
• Design and run a rigorous A/B testing roadmap - set the hypotheses, ship the tests, share the learnings across the business
• Shape the segmentation strategy, measurement framework and reporting infrastructure that make the whole program smarter over time

What success looks like

In your first 90 days, you'll get to know Maple's lifecycle marketing inside and out - auditing every existing program, reviewing funnel performance, and pressure-testing our segmentation, testing roadmap and measurement frameworks. You'll continue building out lifecycle programs behind our newer service lines, ship a few quick-win optimizations to onboarding and retention. You'll walk out of it with a lifecycle marketing roadmap that ladders up to Maple's business goals, and strong relationships with the partners you'll rely on across Marketing, Product, Data and Business Development.

Over your first 12-18 months, you'll build the scalable processes, playbooks and reporting infrastructure that turn lifecycle into a repeatable growth engine. You'll partner with Product to influence the member experience, launch lifecycle campaigns behind new products and service offerings, and use behavioural insights to shape roadmap decisions across the business. Success shows up in the numbers - new user to paying member conversion, onboarding completion, retention, churn, LTV and revenue attributable to lifecycle.

What you'll bring

• 7+ years of lifecycle, CRM, retention or growth marketing experience
• A track record of building and optimizing lifecycle programs in a subscription, marketplace, SaaS, digital health or consumer tech environment
• Deep hands-on experience with marketing automation platforms - Braze, Iterable, Salesforce Marketing Cloud,
• HubSpot, Customer.io or similar
• Strong analytical skills and the ability to use data to drive decisions
• Experience designing and running A/B testing programs end-to-end
• Sharp cross-functional collaboration and stakeholder skills - you know how to bring people along
• Strong project management and execution - you get things shipped
• A gift for translating customer insights into scalable programs

Nice to have:

• Experience in healthcare, digital health or another regulated industry
• Subscription business experience
• SQL or advanced analytics experience
• Familiarity with customer data platforms (CDPs) and customer journey orchestration tools

Play to your strengths. Finding the right fit goes both ways - so this section is yours to complete. When you join, you'll add the unique strengths you bring that aren't captured above.

How we'll support you

We recognise our people's health is everything. That's why we take care of them.

• Maple for you and your family: 24/7 access to general practitioners, pediatrics and mental health therapy for you and your family. Care starts on day one
• Comprehensive health coverage: Medical, dental and life insurance because your peace of mind - and your loved ones - matter most
• Health spending account: Extra funds to cover the essentials that make a difference, from new glasses to specialised therapy
• Flex benefits: An annual budget built for your growth and well-being. Use it for professional development, wellness expenses or a one-time boost to your retirement savings. You choose what matters most
• Health days: Life happens. We provide 10 dedicated days for rest, medical appointments or caregiving, so you can show up at your best
• Destination days: Work from anywhere. Enjoy the flexibility to work internationally in eligible countries for up to five days per year
• Group retirement savings plan: We're here for the long haul. Invest in your future with our group retirement plan

The details

• Job type: Existing vacancy, full-time
• Hiring manager: Senior Director, Performance and Digital
• Location: Hybrid, 225 Richmond Street West, Toronto, ON
• Start date: August 2026
• Vacation: 4 weeks
• Pay range: $130,000 - $150,000

Offers can vary depending on skills, experience and readiness to meet Maple's expectations for this level. We encourage open conversations about pay. If you have questions about how compensation works at Maple, you're welcome to ask at any point in the interview process.