Lifecycle Marketing Manager

Helcim Inc•Calgary, AB

4d•Hybrid

About The Position

Helcim exists because SMBs shouldn't have to give up their margin just because the payments industry made itself complicated. When merchants want a fairer deal, they find Helcim - but switching providers takes time and bandwidth most merchants don't have. The gap between finding Helcim and actually processing a first transaction requires a guiding hand - and lifecycle marketing is one of the most important levers we have for closing it. This role owns figuring out which levers actually move that gap, and building the systematic testing to prove it - not assuming the answer going in. This is a senior, hands-on individual contributor role - no direct reports, full ownership of the work. Sitting on our growth marketing team, you'll be the subject-matter expert lifecycle marketing runs through: the person who decides what "good" looks like, the person who builds the segmentation and testing infrastructure, and who is trusted to make calls independently, including the technical ones. This isn't a role for executing inside someone else's framework, it's a role to build one.

Requirements

6-9+ years in lifecycle marketing, ideally having owned an activation, retention, or adoption funnel from strategy through execution.
Deep hands-on experience in a modern lifecycle/messaging platform - Customer.io, Braze, or Iterable. This is a B2C-style lifecycle skillset, not a marketing-ops or RevOps background.
You are a marketer above all things, someone who lives in the tension between art and science, who obsesses over customers, and can build things that make a real connection.
Strong, independent instincts on messaging and copy. You don't need a finished brief or a copywriter to move.
Real fluency in behavioral segmentation, journey architecture, and multi-channel design.
Comfortable owning the technical side of the job - triggers, event-based logic, data validation, enough SQL (or equivalent) to self-serve on answers.
A genuine testing mindset. You default to "let's test it" over "let's guess," and you know the traps - attribution, cohort size, false reads - well enough to avoid them.
A systems thinker who understands how the work fits into the broader business, and resists building anything in a silo.
AI-native by default - you have a utilitarian approach to the use and application of AI, bringing them into your workflows in ways that materially improve your output.
Curious by nature. If there's one trait that matters most here, it's this one.

Nice To Haves

Experience marketing financial technology or payments products to small businesses.
Experience navigating sending infrastructure and deliverability conversations directly with engineering.
Experience standing up a lifecycle function from scratch, or migrating/consolidating lifecycle platforms.

Responsibilities

Play a central role in closing the gap between signed-up and actively processing - investigate, test, and prove out which levers actually move that number, working across teams to improve activation.
Set the strategy, segmentation approach, and test roadmap that gets merchants across that gap, plus the adoption, retention, and win-back work that follows once they're live.
Build lifecycle fundamentals from the ground up where they don't exist yet: measurement, journey architecture, testing practices, documentation.
Own the merchant referral program end to end.
Architect and iterate multi-channel journeys - email, in-app, SMS - that get merchants from sign-up to first live transaction, and keep them moving toward deeper product usage after that.
Own the technical backbone that makes real segmentation possible: triggers, event data, entry/exit logic - not just the campaign layer sitting on top. This is infrastructure work, not one-off builds - decisions here shape how the function operates long after you make them.
Keep journeys clean as customer data scales. No orphaned logic, no journeys nobody remembers building.
Run a real, always-on testing program — A/B tests, offers, win-back mechanics — with clean controls and honest reads.
Know the difference between what's testable and what's just noise. Size a cohort properly before you commit to a read.
Feed every result into the next test. The roadmap should compound, not repeat itself.
Be fluent enough in the data layer to pull your own numbers, write clear data requirements, and validate your own work rather than waiting on a data team.
Partner directly with engineering on sending infrastructure — safe IPs, deliverability, technical constraints — and hold that conversation independently.
Understand the merchant at a granular level: behavior, lifecycle stage, what actually drives them to act.
Write strong copy yourself and hold the quality bar from brief to launch. You shouldn't need a copywriter for every send.
Use AI tools to speed up copy development, analysis, and experimentation — and bring repeatable patterns back to the team.
Partner with Product, Data, Engineering, Support, Sales, PMM, Success, and Risk to turn business priorities into lifecycle programs that actually ship.
Build alignment with teams already working in activation and lifecycle-adjacent territory today - this role has to earn trust and coordinate, not assume it has the lane to itself.
Bring lifecycle insight into conversations about onboarding, product, and growth strategy - your input isn't confined to your own roadmap.
Maintain governance standards for compliance, frequency, and deliverability across everything you own.