Senior Lifecycle Marketing Manager
ABOUT THE ROLE:
We’re looking for an experienced and results-driven Senior Lifecycle Marketing Manager to join our Marketing team. This role is central to ensuring our customers have a frictionless and personalized experience by driving engagement, long-term loyalty, and CLV. You’ll get to lead the development of full-funnel marketing campaigns that drive customer engagement, retention, and loyalty across the Phoenix platform. This role is built for someone who thrives in DTC, data-driven environments and is excited about owning the customer journey from onboarding to reactivation.
WHAT YOU'LL DO TO SUPPORT THE COMPANY MISSION:
- Own the end-to-end lifecycle marketing strategy across all customer touchpoints: from onboarding to churn-prevention and win-backs.
- Create and optimize multi-channel campaigns (Email, SMS, Push) focused on increasing customer retention, CLV, and overall engagement.
- Segment our customer base using behavioural, demographic, and transactional data to deliver highly personalized messaging at every lifecycle stage.
- Manage, build, and scale automated workflows and AI-assisted campaigns in Braze to guide customers through the funnel.
- Design and execute personalized, automated marketing campaigns that scale with us by leveraging Braze, segmentation strategies, behavioural triggers, and rich analytics to deliver a seamless customer experience that converts and retains.
- Develop reporting dashboards to track key metrics such as retention, churn, and CLV, and deliver actionable insights to drive performance improvements.
- Identify and reduce friction in the customer journey, with a strong emphasis on onboarding, win-back strategies, and conversion-focused campaigns.
- Collaborate closely with Product, Data Analytics, Customer Success, and the broader Marketing team to drive impactful campaigns that engage customers and keep them connected to our brand.
- Oversee push, email, and SMS marketing, automated workflows, customer segmentation, and retention strategies, with a focus on optimizing the customer experience across various touchpoints.
WHAT WILL HELP YOU SUCCEED IN THE ROLE:
- 5+ years in DTC or B2C Lifecycle Marketing at scale (preferably no B2B, no awareness-only roles).
- Demonstrated leadership in building, mentoring, and empowering cross-functional teams to execute data-driven lifecycle marketing strategies.
- Experience aligning product, data, and customer success functions to deliver scalable, automated campaigns that drive retention, engagement, and long-term customer value.
- Strong experience in CRM strategy and automation using platforms like Braze, Salesforce, Klaviyo, or HubSpot.
- Proven success building and managing email and SMS campaigns in marketing automation platforms like Braze. You have a strong understanding and can run sophisticated flows confidently.
- Experience with Figma, Designmodo Postcards, HTML (bonus), or equivalent design/content creation tools.
- An understanding of the balance of creative storytelling and data-driven precision.
- Experience working in startup or scale-up environments, ideally in healthtech, e-commerce, or industries with large loyalty programs.
- An analytical mindset that is comfortable building reports, running A/B tests, analyzing funnel performance, and optimizing based on data.
- An ability to manage large user databases and execute behaviourally triggered campaigns at scale.
- Strong collaboration and communication skills across creative and technical teams.
- A passion for improving the Canadian healthcare experience.
- Nice to have:
- Experience working with HTML or light coding for email customization.
- A design or creative background; ability to produce or advise on brand-consistent content.
- Experience creating your own content including, but not limited to, copy, layouts, or creative direction.
- Familiarity with AI marketing tools or automated agents.
- Deep understanding of customer psychology and retention levers in a healthcare or healthtech setting.