The Work

The Senior Manager, Lifecycle Management Strategy, is the owner of lifecycle strategy for the credit card portfolio. The role defines and executes integrated product, marketing and digital strategies across the cardholder journey to drive onboarding, activation, engagement, product usage, retention,loyaltyand long-term customer engagement.

Combining product knowledge, deep marketingexpertise and business acumen, the Senior Manager translates customer insights, portfolioprioritiesand market opportunities into an actionable lifecycle roadmap. The role partners closely with Product, Digital, Marketing, Data and Analytics, Operations and Finance and teams to deliver coordinated customer experiences and measurable business outcomes.

The successful candidate will possess a unique blend of marketing strategy, product, and analytical expertise, coupled with exceptional relationship-building and influencing skills. Working collaboratively with internal teams and external partners, they will lead the development of customer-centric engagement strategies, align stakeholders around shared business objectives, and identify innovative opportunities to strengthen customer relationships and accelerate portfolio growth.

Core Responsibilities

• Own the lifecycle engagement strategy for the credit card portfolio,establishingthe vision, strategicprioritiesand annual plan to grow engagement, usage, retention,loyaltyand customer lifetime value.

• Lead the development of integrated product, marketing and digital strategies across the end-to-end cardholder journey, including onboarding, activation, early engagement, ongoing usage, cross-sell,retentionand re-engagement.

• Translate portfolioobjectives, product priorities, customer needs and market insights into a multi-year lifecycle roadmap, sequencedinitiativesand clear business requirements.

• Build audience, channel, content, offer and contact strategies using customer research,behaviouraldata,segmentationand performance insights to increase relevance and marketing effectiveness.

• Partner with Digital as the lifecycle business lead for marketing technologyapplication.

• Create test and learn plans that improve customer experience and business performance. Establish clear hypotheses, successmeasuresand decision rules for scaling,refiningor stopping initiatives.

• Define and report on lifecycle key performance indicators, marketingeffectivenessand portfolio outcomes.Translate results into actionable insights and recommendations for senior leaders and cross-functional partners.

Let's Talk About You!

• University degree in Marketing, Business, Commerce or a related field

• 7+ years of experience in marketing strategy, lifecycle marketing, customer relationship management, product marketing, portfoliomanagementor customer engagement.

• Experience in financial services, credit cards or loyalty is considered a strong asset.

• Demonstrated success developing and executing data-informed marketing strategies that deliver measurable customer and commercial outcomes.

• Strong knowledge of lifecycle marketing, customer journey design, segmentation, personalization, channel strategy, experimentation,optimizationand customer value management.

• Strong product and commercial acumen, with the ability to connect customer needs, product value propositions, marketinginvestmentsand portfolio performance.

• Exceptional communication,storytellingand influencing skills, including experience presenting complex strategies and recommendations to internal and external partners and to senior leaders.

• Demonstrated strength in project and time management, with a proven ability to coordinate complex workstreams, adapt to shifting priorities, and deliver results across multiple concurrent initiatives.

What we offer [For full-time permanent roles]

Competitive discretionary bonus

Market leading RRSP match program

🩺 Medical, dental, vision, life, and disability benefits

📝 Employee Share Purchase Plan

Maternity/Parental top-up while you care for your little one

Generous vacation policy and personal days

Virtual events to connect with your fellow colleagues

Professional development and comprehensive Career Development program

A fulfilling opportunity to join one of the top FinTechs and help create a new kind of banking experience

The incumbent will be working hybrid and in office time will be spent working from EQ Bank's additional office space located at 2200-25 Ontario Street, Toronto, ON.