About the position
Canadian Blood Services is looking for a regular full-time Manager, Marketing – Lifecycle Marketing to join our dynamic Integrated Marketing team in our Donor Engagement and Corporate Reputation division. The Integrated Marketing team is responsible for developing and executing comprehensive, integrated marketing strategies aimed at building Canadian Blood Services’ brand, expanding our donor base, and enhancing donor loyalty. 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. Leading and inspiring a high performing team and working 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.
Responsibilities
- Develop and execute a comprehensive strategy across the entire donor journey (onboarding to advocacy).
- Design personalized omnichannel campaigns (email, SMS, push notifications, etc.) to enhance donor retention, engagement, and loyalty.
- Use segmentation and insights to tailor experiences and maximize customer lifetime value.
- Manage donor contact strategies and campaign calendars.
- Use data and analytics to optimize campaigns and improve key metrics.
- Report on campaign performance, ROI, and business impact.
- Identify cross-sell opportunities and provide insights to senior leadership.
- Work with internal teams and external vendors to deliver lifecycle campaigns.
- Ensure alignment and integration with broader marketing initiatives.
- Act as a subject matter expert in lifecycle marketing best practices.
- Manage and allocate budgets effectively.
- Collaborate on funding strategies to support lifecycle marketing goals.
- Ensure transparency and accountability in budget reporting.
Requirements
- 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.
- 5+ years in a marketing team leadership role.
- 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.
Benefits
- 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
