Manager, Content Marketing

As Manager, Email Lifecycle Marketing, reporting to the Digital Growth Manager, you will own the design, orchestration, and performance optimization of CRM and lifecycle marketing programs. You will translate Growth strategy and Content direction into clear journey frameworks, high-quality email execution, and measurable improvements in engagement and conversion. This is a hands‑on role: you are expected to both lead and directly execute within the CRM platform (HubSpot or Marketo), including building, QA‑ing, and deploying campaigns and journeys where required. You will also serve as the primary owner of CRM data quality and traveller intelligence — structuring behavioural and engagement data to support segmentation, personalization, and propensity modelling in partnership with Growth and data stakeholders. This role sits at the intersection of strategy, data, and execution — ensuring CRM operates as a cohesive intelligence and communications system, not just a series of campaigns. Translate Growth‑defined lifecycle priorities into clear, structured CRM journeys across the traveller lifecycle (acquisition, nurture, post‑trip, re‑engagement). Leverage AI‑assisted tools to accelerate journey design, test logic variations, and identify drop‑off patterns at scale. Traveller Intelligence & Propensity Modelling Serve as B&R's CRM intelligence lead — owning the behavioural and engagement data that powers traveller understanding and predictive targeting. Define and maintain the data inputs (engagement signals, lifecycle stage indicators, trip interest and affinity data) that feed propensity models developed in partnership with Growth and data stakeholders. Translate model outputs (likelihood to inquire, likelihood to book, re‑engagement propensity) into executable segments, journey triggers, and personalization strategies within CRM programs. Monitor model performance and work with stakeholders to refine inputs over time. Own the mapping and visualization of end‑to‑end traveller CRM journeys. Create clear, accessible frameworks that align touchpoints, triggers, data inputs, and business goals. Translate Content strategy into clear, actionable creative briefs that guide high‑quality email execution. Use AI‑assisted tools to support brief development, subject line testing at scale, and content variation generation in partnership with the Content Manager. Own the CRM/email calendar and ensure coordinated, prioritized deployment of campaigns and lifecycle programs. Align timing and sequencing across Growth, Content, Sales, and Experience teams to avoid overlap, ensure relevance, and maximize impact. Step into campaign build and deployment as needed to ensure deadlines are met. Performance Analysis & Optimization Own CRM performance across engagement and conversion metrics. Analyze results to identify root causes of underperformance and define optimization actions across journeys, segmentation, timing, and creative execution. Partner with Growth on KPI tracking and with Content on creative improvements. Proactively implement changes within the CRM platform to drive measurable performance gains. Define and execute structured testing plans across subject lines, content formats, timing, personalization, and journey logic. Ensure learnings are documented and applied to continuously improve lifecycle performance. Ensure strategies are implemented effectively through collaboration with CRM execution resources. CRM Data Architecture & Intelligence Enablement Define, structure, and maintain high‑quality behavioural and engagement data within the CRM to support personalization, segmentation, and propensity modelling. Ensure consistent tracking, tagging, and data frameworks that enable reliable downstream analysis. Partner with Growth and data stakeholders to provide clean, actionable inputs (engagement signals, lifecycle stages, traveller interests, trip affinity indicators) and translate model outputs into executable CRM strategies. Ensure CRM programs adhere to global privacy standards (GDPR, CASL) and maintain strong list health and deliverability. Stay current on CRM, lifecycle marketing, AI tooling, and email best practices. Bachelor’s degree in marketing, business, communications, or a related field. ~4–5+ years of experience in CRM, email marketing, or lifecycle marketing. ~ Demonstrated experience with A/B testing, analytics, and campaign reporting. ~ Experience working with or alongside propensity models, predictive scoring, or data‑driven segmentation (hands‑on modelling experience is an asset but not required) ~ experience with both platforms is a strong asset ~ Working familiarity with AI tools applied to marketing workflows (e.g. content generation, journey optimization, segmentation hypothesis testing) ~ Deep understanding of data privacy regulations (GDPR, CASL). ~ Proven ability to manage CRM systems, campaign workflows, and reporting dashboards. ~ Systems thinker who connects