Sr. Manager, Lifecycle and CRM, Tim Hortons, Canada

Restaurant Brands International•Toronto, ON

1d•CA$130,000 - CA$165,000•Onsite

About The Position

Restaurant Brands International Inc. (RBI) is seeking a Sr. Manager, Lifecycle and CRM for Tim Hortons in Canada. This role is responsible for the end-to-end lifecycle strategy and execution for Tims Rewards, focusing on changing member behavior through targeted messaging to drive meaningful action. The position involves translating loyalty strategy into high-performing CRM programs, collaborating with Marketing Communications on creative execution and Martech teams on deployment, with the ultimate goal of driving member growth, engagement, and GM$ impact through precise, insight-led lifecycle marketing.

Requirements

6–10+ years in CRM, lifecycle marketing, or loyalty program management
Proven track record of building lifecycle programs designed to change customer behaviour at scale
Strong campaign execution experience across digital CRM channels
Deep understanding of segmentation, targeting, personalization, and message timing
Experience working cross-functionally with creative, Martech, and analytics teams
Data-driven mindset with the ability to translate behavioural insights into clear marketing action
Strong stakeholder management and the ability to influence without direct authority

Responsibilities

Own Lifecycle Strategy and Programs: Define and continuously improve lifecycle journeys for onboarding, habit formation, frequency growth, deeper engagement, and lapsed user reactivation. Define behavioral objectives, identify key moments in the member journey, and build programs to intervene with the right message at the right time. Drive test-and-learn plans for optimization, partner with Offers teams on promotional strategy alignment, and work with Martech on roadmap integration.
Lead CRM Campaign Planning and Execution: Own end-to-end campaign planning and execution across channels (email, push, in-app). Manage the CRM calendar, balancing business objectives and member engagement. Develop clear briefs defining audience, behavioral goals, message hierarchy, and success criteria. Ensure accurate, timely, and scalable campaign delivery. Work with Martech for precise segmentation, targeting, and deployment.
Partner with Marketing Communications on Creative: Serve as the primary CRM and lifecycle point of contact. Develop insight-led briefs for creative execution, providing direction and feedback to optimize for CRM performance. Manage the briefing-to-delivery workflow and champion a performance mindset using data to inform creative decisions.
Drive Performance and Optimization: Monitor campaign and lifecycle performance focusing on behavior change (frequency, habit formation, retention, engagement, GM$ impact). Identify opportunities for improved targeting and message relevance. Lead ongoing optimization through structured testing (messaging, segmentation, channel, cadence) with a hypothesis-driven approach.
Strengthen CRM Operations and Processes: Build and maintain strong campaign planning, briefing, and execution processes. Improve speed and quality of delivery. Ensure clear documentation and best practices. Support scalable, repeatable processes as the program grows.