Director of Lifecycle Marketing

2 weeks ago

Toronto, Canada Relay Financial Full time
Our mission is to increase the success rate of small businesses. Traditional banking has been a growth limiter rather than a growth enabler for business owners, and we’re changing that. Relay is the all-in-one, collaborative money management platform. We’re building for employer SMBs and their finance function, internal and external, and are focused on delivering a human-centric customer experience. Ultimately, we help SMBs be ‘on the money'.
Reporting to our VP of Growth, the Director of Lifecycle Marketing sits on the Growth Marketing team and is responsible for creating strategic messaging to help guide users through their Relay journey. You will own campaign strategy and execution across several owned channels, including push notifications, SMS, in-app and email. This is an extremely collaborative role, working across teams such as Product Marketing, Product, Content Marketing, Design, Data Analytics, Compliance and Customer Support to create a seamless end-user experience.
Joining Relay means shaping our lifecycle strategy as a key member of our growing team and driving initiatives that impact core company metrics. You’ll be leveraging Relay’s unique data to build campaigns and drive impact to funnels like onboarding and engagement. The ideal candidate for this role is someone who thrives in a fast-paced environment and can manage several complex projects across different teams and timelines. What You'll Be Doing
  • Define and lead the company's lifecycle marketing strategy and roadmap, aligning with broader business objectives and revenue targets
  • Build and manage a high-performing lifecycle marketing team, providing mentorship, guidance, and career development opportunities
  • Lead from the front by executing lifecycle marketing campaigns yourself from start to finish
  • Own the lifecycle marketing resource allocation, ensuring optimal ROI across all channels and campaigns
  • Architect sophisticated, cross-channel marketing programs across email, push notification, SMS, and emerging channels to drive user acquisition, activation, retention, and revenue growth
  • Establish organizational best practices for lifecycle marketing, including testing frameworks, personalization strategies, and performance measurement
  • Drive innovation in our marketing technology stack, evaluating new tools and capabilities while optimizing our existing infrastructure (Iterable and Segment)
  • Develop strategic partnerships with senior stakeholders across Product, Sales, Customer Success, and Marketing to ensure aligned customer experience and messaging
  • Lead quarterly and annual planning for lifecycle initiatives, including goal-setting, resource planning, and KPI tracking
  • Create and present executive-level reporting on lifecycle program performance and impact on business metrics
Who You Are
  • You bring 8+ years of experience in lifecycle marketing or CRM, with 3+ years in a leadership role
  • You demonstrate a proven track record of building and scaling lifecycle marketing programs that demonstrably impact business growth
  • You have deep expertise in marketing technology stacks and data infrastructure, with experience leading technical implementations, integrations, and troubleshooting projects
  • You exhibit strong leadership experience, including hiring, developing, and retaining top marketing talent
  • You have an advanced understanding of customer segmentation, behavioural analytics, and predictive modelling
  • You apply a strategic mindset to translate business objectives into actionable marketing programs
  • You show a knack for gathering, analyzing and reporting on campaign data, with the goal of finding opportunities for improvement
  • You are committed to continually analyzing campaign data to illustrate team impact across the organization
  • You excel in stakeholder management and cross-functional leadership
  • You use data-driven decision-making skills with experience in attribution modelling and advanced analytics
  • You have a track record of innovation in personalization and marketing automation strategies
Bonus Points
  • Leveraged AI tools to scale lifecycle programs more efficiently
  • Technical proficiency in SQL, HTML, and marketing automation languages
  • MBA or relevant advanced degree
  • Experience marketing financial technology products to SMB customers
  • Track record of scaling yourself and your team while amidst a scaling high-growth technology company
Our Commitment to You
  • Competitive salary and meaningful equity: Relay employees are Relay owners, complete with equity and a competitive salary.
  • Comprehensive health benefits: enjoy full health benefits from day one. We offer flexible Health or Wellness Spending Accounts and medical, dental, and vision coverage for you and your dependents.
  • Flexible vacation and time off: every team member starts with 15 vacation days and 5 flex days to use as needed, plus an extra week of office closure during the end-of-year holidays so you can take time off to recharge and come back better for our customers.
  • Parental leave with top-up: we offer 12 weeks off with a 100% salary top-up for all full-time employees, regardless of location, and accessible for all parents: birthing, non-birthing, and adoptive.
  • Hybrid work environment: we value meaningful collaboration and connection at our Toronto office twice a week, with lunch, snacks, and beverages on us.
  • Dog-friendly space: can dogs really make you happy and healthy? We don’t know for sure, but since we don’t want to chance it, our office is 100% floof-friendly.
  • Personal and professional growth: through ongoing feedback, mentorship, and coaching, work with peers and leaders who are invested in your growth and success.
  • Top-tier equipment: as a Mac-first company, our Toronto offices have everything you need to produce your best work comfortably, from multiple screens to ergonomic seating.
  • Social connection: we believe in celebrating our wins with two annual company-wide get-togethers, quarterly team events, happy hours, and special events and networking opportunities with industry leaders.

We’re driving real change for small business owners, powered by truly remarkable people. At Relay, you’ll find the confidence to take changes, trust to take initiative, and the support you need to build a career you love. Here, we make sure every team member feels empowered to make big decisions, encourage to ask tough questions, and challenged to take risks that result in work we’re all proud of. We give you the baton–you run the Relay. The Interview Process:
  • Stage 1: A 30-minute Google Meets video call with a member of the People Team
  • Stage 2: A 45-minute Google Meets video call with the VP of Growth
  • Stage 3: A take-home writing sample + case study followed by a 1-hour presentation of your solution to our Marketing team
  • Stage 4: A 45-min Google Meets video call with a member of Relay’s Leadership team
What’s Important to Us: At Relay, we believe that diversity is key to building high-performing teams, and creating an inclusive work environment is our priority. We are an equal-opportunity employer and we welcome people of diverse backgrounds, perspectives, and skills.

We will work with applicants to provide accommodations at any stage of the hiring process. If you require accommodations during the interview process, please email your People Team contact, and we will work with you to meet your needs.

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