Manager, Lifecycle Marketing

About the role

Canadian Blood Services is looking for a Regular full-time Manager Lifecycle Marketing to join our dynamic Insights and Donor Experience team in our Donor Engagement and Corporate Reputation (DECR) division.

TheInsights and Donor Experience teamis responsible for supporting Canadian Blood Services by providing data driven insights into our donor base critical to supporting our growth initiatives.

In this role you will optimize our donor base and drive multi-product penetration through the design and delivery of the lifecycle marketing strategy and plan. You will work collaboratively across marketing and the wider enterprise this critical marketing role will design and execute lifecycle marketing strategies to deliver class-leading B2B and B2C engagement retention and customer lifetime value outcomes.

To be successful in this role you will be required to thrive in an environment of problem solving demonstrating advanced business acumen and a strong understanding of data analytics and technology. You must also have experience in the design and operationalizing of behavioural segmentation targeting strategies and value proposition design. You will bring extensive in-depth knowledge of Customer Relationship Management (CRM) software and technologies experience across addressable channels including email SMS outbound calling and push notifications. Additionally you will have end to end campaign management experience including development of marketing automation programs management of customer contact rules and campaign hierarchy and directing trigger based (automatic and semi-automatic) and ad-hoc campaigns.

You will work collaboratively with the Manager Marketing-Lifecycle Marketing across the integrated marketing team and wider organization building and executing donor lifecycle journeys that enhance loyalty meet both high volume and highly specific patient needs manage donor frequency and optimize agile multi-product participation.

Formula for success

• Leveraging your demonstrated knowledge and expertise you will develop and execute a comprehensive strategy across the entire donor journey (onboarding to advocacy).
• Focusing on your creative mindset and strategic thinking you will design personalized omnichannel campaigns (email SMS push notifications etc.) to enhance donor retention engagement and loyalty.
• You will be responsible for using segmentation and insights to tailor experiences and maximize customer lifetime value.
• Applying your exceptional organizational skills you will manage donor contact strategies and campaign calendars.
• Utilizing your strong analytical skills with the ability to interpret data and translate insights into actionable strategies you will use data and analytics to optimize campaigns and improve key metrics.
• You will report on campaign performance ROI and business impact.
• Harnessing your continuous growth mindset you will identify cross-sell opportunities and provide insights to senior leadership.
• Drawing on your outstanding communication and relationship building skills you will work with internal teams and external vendors to deliver lifecycle campaigns.
• You will ensure alignment and integration with broader marketing initiatives.
• You will act as a subject matter expert in lifecycle marketing best practices.
• Using your excellent financial management skills you will manage and allocate budgets effectively.
• Concentrating on your strong interpersonal skills you will collaborate on funding strategies to support lifecycle marketing goals.
• You will be responsible for ensuring transparency and accountability in budget reporting.

Desired education and skills

• University degree in business marketing or communications or equivalent work experience is required.
• 7 years of experience in lifecycle marketing email marketing or customer retention roles ideally within healthcare nonprofit or mission-driven organizations.
• Minimum of 5 years experience working within CRM and marketing automation technologies.
• Proven experience developing implementing and overseeing strategic lifecycle marketing initiatives across a broad range of targeted and personalized communication channels that deliver business and customer value.
• Direction and development of marketing automation programs including trigger based automated journeys and tactical or ad-hoc campaigns.
• Strong understanding of the MarTech landscape and use of AI or Machine Learning to optimize campaigns.
• Demonstrated experience in conducting regular evaluation and analysis of lifecycle / direct marketing campaigns to provide meaningful actionable insights.
• Experience across addressable channels including email SMS outbound calling push notifications and website personalization.
• Financial management project management and marketing related certificates will be considered an asset.
• An equivalent combination of education training and experience may be considered.

What we offer you

• 4 weeks vacation
• Annual performance award up to 10%
• Comprehensive group health dental and vision benefits for you and your family
• Defined benefit pension plan
• Employee discounts wellness program professional resources

What you can expect

• This role will work in a hybrid environment with requirements to be onsite at Canadian Blood Services location 40% of the time/2 days of the week.
• You may be expected to travel a couple of times per year within Ontario and as required.