Lifecycle Marketing, Personalization and Automation Manager
About The Position
As the Senior Manager, Lifecycle Marketing, Personalization & Automation, you will be responsible for translating Marketing’s growth strategy into scalable, personalized, and automated member and prospect journeys. You will serve as Marketing’s business lead for the marketing technology roadmap, CRM, and applied AI initiatives, helping deepen relationships, improve conversion, and deliver measurable growth at scale. This role works closely with Marketing, IT, Data teams, CRM, AI, Risk, and vendor partners to ensure marketing technology capabilities align with business priorities and member needs. We are seeking a strategic marketing leader with expertise in managing marketing technology platforms to build scalable processes across product marketing, lifecycle marketing, operations, and paid. This is a Full-time, Permanent role based at our Vancity head office and will report directly to the Director, Research and Insights. We offer flexibility through a hybrid work model; however, regular in-person participation is an important part of this role. Work location arrangements will be determined in partnership with the employee's manager, taking into account team, business, and operational needs.
Requirements
- Bachelor’s degree in Marketing, Business Administration, Commerce, Data Analytics, Communications, or a related discipline
- Minimum 8-10 years of progressive experience in lifecycle marketing, CRM, marketing technology, digital marketing, or customer engagement
- Demonstrated experience leading marketing automation, personalization, CRM, or customer journey initiatives at scale
- Strong knowledge of marketing technology platforms such as Salesforce, Adobe Experience Cloud, Microsoft Dynamics, or similar solutions
- Experience translating business strategies into technology, process, and data requirements
- Proven ability to lead cross-functional initiatives involving technology, analytics, marketing, and business stakeholders
- Experience leveraging data, analytics, segmentation, experimentation, and AI capabilities to improve business performance
- Strong change management, stakeholder engagement, and influencing skills
- Experience leading teams or large-scale strategic initiatives within a complex environment
Nice To Haves
- Experience working with applied AI, machine learning, predictive analytics, or decisioning platforms
- Experience within financial services, credit unions, or highly regulated industries
- Certifications in Salesforce, Adobe, Microsoft Dynamics, marketing automation, or related martech platforms
Responsibilities
- Acting as Marketing’s primary business lead for marketing technology, CRM, and applied AI initiatives
- Translating growth priorities into clear business requirements for platforms, data capabilities, AI models, campaign automation, dynamic content, reporting, and measurement
- Partnering with Marketing, IT, Data, CRM, AI, Risk, and vendor teams to identify business needs and establish the marketing technology roadmap
- Leading the development and execution of cross-sell, lifecycle marketing, personalization, and automation strategies that drive growth and improve member engagement
- Overseeing marketing technology implementations, enhancements, optimization activities, and user adoption initiatives
- Coordinating change management activities related to marketing technology rollouts and process improvements
- Driving the adoption and optimization of martech tools such as Salesforce, Adobe, and Microsoft Dynamics
- Leveraging data, automation, AI, and experimentation capabilities to improve campaign effectiveness and return on investment
- Influencing the future of digital channels including email, SMS, app, and paid media through strategic use of data and technology
- Measuring performance, monitoring success metrics, and ensuring value realization from marketing technology investments
Benefits
- Competitive rewards and benefits
- Flexible benefit packages that can be tailored annually to meet evolving needs
- 3-4 weeks of vacation per year, with additional days earned over time
- 2 extra stat holidays, plus care days for personal or family illness
- Health and dental benefits begin on your hire date, with three levels of coverage to choose from
- Defined Benefit Pension
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What This Job Offers
Job Type
Full-time
Career Level
Senior
