Director, Lifecycle & Organic Growth

Accountabilities:

• Define and own the overall strategy, roadmap, and performance targets for Lifecycle and Organic Growth, ensuring alignment with broader business objectives and measurable outcomes.

• Lead customer lifecycle marketing initiatives across the entire customer journey, including onboarding, activation, cross-selling, upselling, reactivation, retention, and customer communications.

• Drive organic acquisition strategies across SEO, technical SEO, generative engine optimization (GEO), app store optimization (ASO), website performance, and content marketing.

• Build an integrated owned-channel growth strategy that connects lifecycle communications with paid media, affiliate partnerships, and product experiences.

• Establish robust measurement frameworks for organic growth, ensuring that performance metrics are clearly defined, reproducible, and connected to registrations, activation, and business results.

• Oversee global control groups and incrementality measurement programs to ensure that reported results demonstrate genuine causal impact.

• Lead experimentation initiatives, including A/B testing, holdout studies, and multivariate customer journeys, translating findings into actionable growth strategies.

• Present performance insights, strategic priorities, and recommendations to executive leadership through regular business reviews.

• Maintain and continuously improve lifecycle marketing operations, including campaign intake, prioritization, specifications, quality assurance, legal reviews, launches, and post-campaign analysis.

• Partner with Legal and Compliance teams to ensure all customer communications are accurate, compliant, and auditable in both English and French.

• Oversee incident response and business continuity for customer communications, including fallback processes and escalation procedures.

• Manage website publishing governance, ensuring appropriate approval processes, content reviews, and safeguards for website releases.

• Own the marketing technology ecosystem and vendor relationships for owned channels, including platform management, contracts, renewals, and operational performance, with Braze as the core customer engagement platform.

• Lead, develop, and retain a team of senior managers and specialists, while supporting recruitment, career development, engagement, and organizational growth.

Requirements:

• 10+ years of experience in lifecycle marketing, CRM, or customer retention within a B2C consumer technology, fintech, or subscription-based business.

• At least 4 years of experience managing managers and leading high-performing marketing teams.

• Proven ability to improve business performance through owned marketing channels, supported by incrementality testing, randomized control groups, and measurable business outcomes rather than engagement metrics alone.

• Advanced hands-on experience with customer engagement platforms, preferably Braze, including journey architecture, audience segmentation, Liquid personalization, and data integrations through customer data platforms such as Segment.

• Strong working knowledge of organic growth disciplines, including SEO, technical SEO, ASO, content strategy, and emerging AI-powered search technologies.

• Excellent analytical capabilities, with SQL proficiency or the ability to work closely with Data teams to validate metrics, interpret results, and make evidence-based decisions.

• Experience working in regulated industries such as financial services, insurance, healthcare, or telecommunications, with an understanding of legal and compliance requirements for marketing communications.

• Strong operational and strategic mindset, with experience designing processes, building operating frameworks, and improving marketing execution at scale.

• Excellent executive communication skills, with the ability to present complex information clearly, communicate strategic recommendations, and proactively escalate risks or challenges.

• Demonstrated success as a people leader, with a strong record of developing, engaging, and retaining talented team members.

• Practical experience using AI tools in daily workflows to improve productivity, analysis, content development, and operational efficiency.

• Familiarity with Canadian financial services regulations and Canada's Anti-Spam Legislation (CASL).

• Experience with predictive or machine-learning-driven personalization, including churn prediction, propensity modeling, and send-time optimization, is an advantage.

• Professional working proficiency in French is considered a plus.

• Experience with headless content management systems such as Sanity and website experimentation is an additional advantage.

Benefits:

• Competitive annual salary: CAD $175,000–$210,000, depending on experience, skills, and internal compensation equity.

• Equity participation, offering an opportunity to share in the company's long-term growth.

• Comprehensive health and wellness benefits.

• Generous paid vacation, additional wellness days, flexible days, and a company-wide holiday closure.

• Remote-first working environment with flexible schedules and asynchronous collaboration.

• Coworking support to facilitate productivity and collaboration.

• Annual company-wide retreats and opportunities to connect with colleagues.

• Parental leave policies and financial top-ups.

• Access to coaching, leadership development, and professional growth programs.

• Dedicated budgets for books, professional development, and learning opportunities.

• Home office setup support, including equipment and workspace resources.

• Phone and internet allowances.

• Dedicated budgets for AI tools and productivity resources.

• Opportunity to shape the future of Canadian fintech and contribute to products that promote financial empowerment.

• Collaborative, inclusive, and highly engaged working environment with a strong focus on autonomy, ownership, and meaningful impact.