Senior Lifecycle Marketing Manager

About the role

You will own the end-to-end lifecycle marketing strategy that shapes the customer experience from first contact through long-term loyalty and reactivation. This role requires you to translate high-level business goals into precise, data-driven campaigns that reduce churn and increase customer lifetime value. You will lead the conception, execution, and optimization of multi-channel initiatives designed to guide users seamlessly across the Phoenix platform. The position demands a disciplined, creative thinker who thrives on connecting analytics to action in a fast-paced, mission-critical environment. You will work closely with cross-functional partners to ensure messaging remains consistent and impactful across every digital touchpoint. Ultimately, your work will directly influence how Canadians perceive and engage with telehealth, making healthcare more personal and accessible.

Key facts

What you'll do

• 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.
• Translate high-level business objectives into detailed campaign plans that align with acquisition, activation, and retention goals.
• Conduct ongoing experimentation through A/B and multivariate tests to refine subject lines, content, timing, and channel mix for maximum impact.
• Analyze funnel performance to uncover drop-off points and implement targeted interventions that improve conversion rates across the lifecycle.
• Partner with design and copy teams to develop brand-consistent assets that support high-performing lifecycle journeys.
• Monitor industry trends and competitive activity to identify new opportunities for differentiation in the Canadian telehealth market.
• Ensure all campaigns comply with privacy regulations and best practices for data handling in a healthcare environment.

Requirements

• 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.

Practical notes

• Full-time based in Toronto, Ontario.
• Work involves asynchronous collaboration consistent with a distributed team model.
• The role requires a passion for using data to drive retention and long-term customer value in a regulated industry.