Director, Lifecycle Marketing

3 weeks ago

Greater Toronto Area, Canada Ascend FS Full time

FIRST THINGS FIRST

When you think of lifecycle marketing, you might imagine engagement campaigns or customer loyalty programs. But true lifecycle marketing goes deeper—it’s about building relationships that last.

At Ascend FS, we’ve seen firsthand how effective lifecycle marketing can inspire our customers to support impactful causes through our lottery programs. We’re on a mission to connect with our audience in meaningful ways and nurture their journey with us, from their very first ticket purchase to every winning moment after.

As the Head of Lifecycle Marketing, you’ll be at the forefront, leading our CRM, Loyalty/Retention, and Email/SMS strategies to drive long-term engagement and revenue. You’ll build strategies that turn one-time players into lifelong supporters, all while enhancing the experience and impact they make.


THE ROLE

As Head of Lifecycle Marketing, you will oversee the end-to-end management of CRM, Loyalty/Retention, and Email/SMS initiatives. Working with Customer.io for email workflows, Twilio for SMS, and advanced analytics through GA4, Supermetrics, and Looker Studio, you’ll take charge of our multi-channel communication strategy and work to increase customer engagement, loyalty, and lifetime value.


You’ll report to the VP of Marketing and lead a growing team, balancing high-level strategy with hands-on execution as we scale. With your experience, you’ll navigate between managing internal resources, contractors, and agencies to ensure that our lifecycle marketing initiatives are seamless, impactful, and continuously optimized.


📦 Your responsibilities:

  1. Develop and implement a comprehensive lifecycle marketing strategy to boost customer retention, loyalty, and engagement across all channels.
  2. Own and optimize the customer journey in collaboration with the Head of Growth, ensuring personalized experiences from acquisition through to loyalty.
  3. Collaborate closely with analytics and product teams to leverage insights from GA4, Supermetrics, and Looker Studio to refine segmentation and personalize communications.
  4. Manage campaigns across email, SMS, and other CRM channels using Customer.io and Twilio, overseeing message consistency, compliance, and deliverability.
  5. Lead and mentor a growing lifecycle team, including managing contractors and agency partners, to deliver on strategic objectives.
  6. Identify new retention opportunities by analyzing customer data, working with channel leads, and collaborating with program leads on budget and target alignment.
  7. Oversee loyalty programs that create long-term value and strengthen customer ties to our brand and mission.


🎯 Your goals:

  1. Retention Growth → Increase return rates, lifetime value, and long-term engagement.
  2. Loyalty Activation → Develop and scale loyalty initiatives that resonate with our audience and deepen relationships.
  3. Efficiency → Ensure campaigns are efficient, with a strong focus on analytics and optimization to increase effectiveness across channels.


🤹🏻 Your skills:

  • Lifecycle Leadership → 7+ years in a lifecycle or retention leadership role with a focus on B2C.
  • Data-Driven Decision Maker → Proficient with analytics tools (GA4, Looker Studio) and skilled in A/B testing and optimization.
  • Channel Expertise → Experience in CRM platforms, including Customer.io for automation and workflows, and SMS platforms like Twilio.
  • Customer Journey Optimization → Able to create meaningful touchpoints and foster customer loyalty.
  • Tech-Savvy → Familiar with CRM, automation, and analytics tools, plus data workflows on platforms like Notion and Make.com.
  • Project Management → Well-organized with experience in managing complex, multi-channel projects.
  • Strategic Thinker → Able to create and execute strategies that optimize customer retention and loyalty.


❤️ Your qualities:

  1. Leader → Skilled in hiring, managing, and inspiring a high-performing team.
  2. Hands-On → Comfortable moving between high-level strategy and detailed execution.
  3. Accountable → Takes ownership, whether in success or challenge.
  4. Thoughtful → Uses first principles and second-order thinking in decision-making.
  5. Collaborator → Works cross-functionally with ease.
  6. Resilient → Remains proactive, adaptable, and solution-focused in a dynamic environment.


AscendFS is committed to building and preserving an open, inclusive, and healthy work environment. We welcome all applicants to apply to join our team. We accommodate people with disabilities throughout the recruitment and selection process and applicants are encouraged to advise Human Resources in advance if an accommodation is required. We thank you for your interest in working at AscendFS and we will contact those qualified to continue in the recruitment process.

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