Director, Lifecycle Marketing

Neo Financial•Calgary, AB

1d•Onsite

About The Position

Neo is building a lifecycle marketing function that treats customer communication as a system — not a set of disconnected campaigns. The Director, Lifecycle Marketing is the person who makes that system come alive: designing, executing, and optimizing the journeys and campaigns that guide customers from first product through full relationship depth. Embedded within a cross-functional product program, this role owns end-to-end lifecycle execution for their domain — from brief intake through live performance. They collaborate with the product team on what to communicate, and own how it gets done: journey architecture, content strategy, segmentation, channel orchestration, experimentation, and performance.

Requirements

Experience designing and executing multi-step automated customer journeys at scale in a modern CRM platform (Iterable, Braze, Customer.io, SFMC)
Strong instinct for messaging — can independently reason through value prop framing, sequencing, and tone without waiting for a detailed brief
Segmentation fluency — thinks in terms of customer states and behaviors, not static lists
Experimentation mindset — designs tests, interprets results, drives iteration
Systems thinker — understands how individual journeys fit into a broader lifecycle system; resists unnecessary complexity
Comfortable embedded with product teams — not siloed in a marketing department

Nice To Haves

Experience in fintech, banking, or high-consideration consumer products is a strong asset

Responsibilities

Design and deploy always-on event-driven journeys and one-time campaigns (product launches, ad hoc communications) that move customers through engagement states.
Own the delivery and quality of all lifecycle content within your domain — messaging strategy, value prop framing, segmentation for relevance. Source creative execution from specialist teams; own the outcome.
Apply smart segmentation to ensure the right message reaches the right customer in the right way — relevant, easy to understand, and deepening the relationship.
Monitor, interpret, and iterate on live journeys. Be strategic about what to test — prioritize experiments large enough to move the needle.
Serve as the lifecycle representative embedded within a product program. Collaborate on scope and priorities; own architecture and governance.
Own the quality of all communications in production. Ensure rigorous QA and adherence to change control processes before anything reaches a customer.