Lifecycle Marketing Specialist

ABOUT MAPLE

Founded in 2015, Maple is a fast-growing health tech company with a vision to power the future of healthcare by building a connected and superior experience for patients, doctors, and other types of health providers.

We offer virtual care services across multiple distribution channels, including Direct-to-Consumer ("B2C"), Employers and Private Insurers ("B2B") and Public Sector Institutions ("B2I"). With a growing network of 2,000+ healthcare providers and nearly 4 million Canadians with access to our services, Maple is one of Canada’s fastest-growing virtual care companies.

We have established an entrepreneurial culture centered around our purpose to support people’s health and well-being, and to strengthen the healthcare system. We attribute our success to our team, who has helped us achieve numerous noteworthy awards including:LinkedIn's Top 10 Startups, Deloitte Canada’s Technology Fast 50, Globe & Mail's Top Growing Companies in Canada, North America’s Inspiring Workplaces, and Glory Professional’s The Power 50: Canada’s Most Impactful Companies.

THE POSITION

In support of a high-growth mandate, we’re hiring for a seasoned Lifecycle Marketing Specialist to join our Growth Marketing team. As a key contributor, you will partner with cross-functional teams, own the testing of new strategies and utilize data-driven insights to elevate and expand our B2C marketing initiatives. In this position, you will leverage your deep understanding of consumer behavior, segmentation, and personalized communication to enhance customer loyalty and lifetime value.

You’ll be responsible for:

- Leading the planning and execution of omnichannel campaigns targeting various stages of the customer lifecycle, utilizing marketing automation tools effectively.

- Designing and implementing engaging email, push notification, and in-app messaging tactics to nurture and retain customers, ensuring a seamless and personalized user experience across all channels.

- Analyzing app user journeys to identify key touchpoints and opportunities for optimization, ensuring that marketing efforts align with user behaviour and preferences.

- Leveraging SaaS industry knowledge to tailor lifecycle marketing strategies specifically for SaaS products/services, understanding the unique challenges and opportunities in user engagement and retention.

- Collaborating with the Brand Team to create email copy and creative that will drive user engagement to generate conversions at every stage of the funnel.

- Designing and executing A/B tests, managing the email testing calendar, recording results, and advising on improvements to drive performance lift.

- Regularly analyzing campaign performance metrics and providing insightful reports and recommendations to management, highlighting successes, challenges, and opportunities for optimization.

- Staying abreast of industry trends, best practices, and emerging technologies in lifecycle marketing and marketing automation, continuously seeking opportunities to innovate and enhance campaign effectiveness.

Critical to success in this role will be your cross-channel coordination skills and ability to facilitate seamless collaboration, coupled with your adaptability in fast-paced environments to ensure alignment and efficiency in executing campaigns. Navigating evolving strategies and industry trends with ease, you’ll harness your creativity to bring fresh perspectives to campaign development, engaging and resonating with our diverse B2C customers.

12 – 18 MONTH DELIVERABLES

Within the first 90 days, you will develop a deep understanding of Maple’s target customer and business objectives, swiftly transitioning to execute immediate improvements in user engagement and retention rates through targeted lifecycle marketing efforts. Simultaneously, you will conduct a comprehensive analysis of existing lifecycle marketing campaigns, identifying quick-win areas for enhancement.

In the next 12 to 18 months, you will play a pivotal role in the continued development and execution of comprehensive lifecycle marketing programs. Your efforts will ensure sustained growth in user engagement and retention rates. Furthermore, you will refine and optimize marketing automation processes for increased efficiency and effectiveness, which will be instrumental in achieving Maple’s objectives and key results, fostering continued success across our B2C business.

• The ideal candidate possesses 3+ years of marketing experience, with a minimum of 2 years in a similar B2C role and a proven ability to plan and execute omni-channel campaigns across various stages of the customer lifecycle, including proficiency in channels like email, push notifications, and in-app messaging.
• The ideal candidate is familiar with marketing automation tools such as Braze, Marketo, Salesforce Marketing Cloud, or similar platforms, with hands-on experience leveraging these tools to design and implement campaigns.
• The ideal candidate possesses the ability to use data to make informed decisions and recommendations for campaign enhancements.
• Comfortable operating in fast-moving, high-growth environments, the ideal candidate possesses a growth mindset and the ability to adapt to evolving market conditions.
• Using campaign management skills, the ideal candidate can effectively run multiple campaigns and initiatives simultaneously, including coordinating with cross-functional teams, meeting deadlines, and ensuring the successful implementation of marketing tactics and campaigns.
• Results-oriented, the ideal candidate has a track record of delivering measurable results related to customer acquisition, engagement, retention, and other relevant key performance indicators.

Not checking every box? Please apply anyway. We understand that candidates have different experiences that may make them a fantastic fit for this position, and for Maple. We value equity, diversity, and inclusion, and we’re committed to providing fair and equal opportunities to all applicants. We also want to provide an accessible interview process, so if there’s any accommodations that would make your experience more comfortable, please let us know.

KEY COMPETENCIES

• Marketing Automation Proficiency
• Campaign Development
• Data Analysis and Reporting
• Testing and Optimization
• Industry Knowledge
• Channel Expertise

CULTURE AND ORGANIZATIONAL FIT

The Maple team is:

• Passionate: We believe deeply in our company’s purpose and what we’re trying to accomplish as a team. We want all colleagues to feel passionate about improving access to high-quality healthcare through the power of technology, and to make a positive impact with the work we do, where we work, and in the community.
• Supportive: We’re a diverse community that recognizes and embraces the individual differences of our people. We have fun coming to work and bringing the best out of each other. We value and encourage different and diverse perspectives from all parts of the organization.
• United: We leave our egos at the door and act with humility. We work collaboratively to overcome obstacles that arise, and we’re united in our purpose and bringing our ambitious goals to life.
• Creative: We challenge the status quo of what we think is possible with how we approach our work and projects, celebrating bold thinking. We’re focused on our priorities yet remain agile in how we deliver on our goals.

WORKING AT MAPLE

We want you to love working at Maple. We want you to feel challenged and supported, cared for, and driven. Just as we’re driven to grow, to improve, to iterate our products and services, we want you to take the same mindset as you work towards achieving your personal best. We can all learn, we can all develop, and we can all power the future of healthcare. But we can only do it together. At Maple, we are a team first and foremost. Your success is our success.

In order to support your health and well-being, we offer a comprehensive set of benefits and perks, including:

• Health and dental benefits, insurance: Through our Group Benefits, you’ll get access to dental benefits, extended healthcare benefits for drugs, vision, paramedical coverage (e.g. massage therapists, dieticians, mental health professionals), counselling, health service navigation, life insurance, critical illness and disability insurance, and more.
• Dedicated Health Spending Account (“HSA”): An additional budget available for you to spend on health-related expenses (e.g. eyeglasses, therapy).
• Dedicated Wellness Budget: Spend your budget on activities that support your physical and mental wellness.
• Maple Coverage: You’ll get unlimited access to Maple for primary care, and a package of therapy consultations.
• Paid Health Days: In addition to paid vacation, you’ll receive 10 Paid Health Days for you to use when you’re suddenly feeling sick and unable to work, whether it’s a physical or mental health condition, to attend healthcare appointments and procedures, or if you need to support a loved one with their healthcare needs.
• Pregnancy and Parental Leave: We support parents who are welcoming a child into their life in a variety of ways, including a Supplemental Unemployment Benefit based on eligibility.
• Professional Development Budget: We encourage all team members to seek opportunities for growth and learning to support professional development. That’s why your Branch Out Budget (“BOB”) is designed to reimburse you for expenses related to any meaningful professional development opportunities.

OTHER

• Job type: Full-time
• Hiring manager: Senior Manager, Lifecycle Marketing
• Location: Hybrid, 225 Richmond St W #201, Toronto, ON M5V 1W2
• Start date: April 2024
• Vacation: 3 weeks

Please note that any offer of employment may be subject to verification of employment and education background checks, including a criminal record check.