Customer Lifecycle Marketing Specialist
D2L
D2L is a cloud company that is modernizing education and building the Future of Work. The old models of teaching and learning are in the midst of the largest transformation in history, and D2L is at the heart of that fundamental shift.
New models of teaching and learning enable a personalized, student-centric experience – and deliver improved retention, engagement, satisfaction, and results for learners of all ages – in schools, campuses, and companies.
D2L is disrupting the way the world learns, by providing the next generation learning environment and solutions to engage and inspire learners. And most importantly, by giving customers a platform that is easy, flexible, and smart. No other company provides a solution as robust and innovative as D2L.
D2L has had a singular mission for 25 years and is dedicated to that same mission in the years ahead: to transform the way the world learns – and by doing so, we will help improve human potential globally.
A member of our Talent Acquisition team reviews ALL of our applications - yes a real person reviews resumes! They are excited to read more about what amazing things you could add to D2L.
Job Summary:
The Customer Lifecycle Marketing Specialist plays a pivotal role in ensuring that customers experience meaningful, personalized, and value-driven engagement at every stage of their journey with D2L. As a key member of the Product Marketing team, this role is responsible for developing and executing lifecycle marketing programs that drive adoption, retention, and expansion. The ideal candidate will leverage data-driven insights to craft targeted communications, optimize customer touchpoints, and create compelling experiences that help users realize the full potential of D2L’s solutions.
How You'll Make an Impact:
- Lifecycle Campaign Strategy & Execution
- Develop and execute targeted lifecycle marketing campaigns to support customer onboarding, adoption, expansion, and retention.
- Optimize customer touchpoints across email, in-app messaging, webinars, and other channels to enhance engagement.
- Continuously refine and test messaging, content, and timing to improve campaign effectiveness.
- Customer Engagement & Retention
- Design and implement proactive engagement strategies that help customers realize the full value of D2L products.
- Create segmented and personalized communication strategies to enhance the customer experience.
- Collaborate with Customer Success, Product, and Marketing teams to align lifecycle messaging with business objectives.
- Marketing Automation & Data Insights
- Utilize marketing automation tools to build and optimize customer journeys.
- Analyze customer behavior, engagement metrics, and campaign performance to drive continuous improvements.
- Use data-driven insights to identify churn risks and opportunities for upsell/cross-sell.
- Content & Messaging Development
- Work closely with content and product marketing teams to create compelling customer-facing materials.
- Ensure messaging is clear, consistent, and aligned with D2L’s brand voice and customer needs.
- Cross-Functional Collaboration
- Partner with Sales, Customer Success, and Product teams to ensure a seamless customer experience.
- Gather customer feedback to refine lifecycle marketing strategies.
What You'll Bring to the Role:
- 3+ years of experience in lifecycle marketing, customer marketing, or related fields.
- Experience working with B2B SaaS or technology-driven products preferred.
- Hands-on experience with marketing automation tools (e.g., Marketo, HubSpot, Planhat, Salesforce).
- Strong understanding of customer segmentation, email marketing, and retention strategies.
- Ability to develop and execute long-term customer lifecycle strategies
- Proven track record of executing multi-channel campaigns that drive customer engagement and retention.
- Strong writing and storytelling skills for customer communications.
- Ability to translate data insights into actionable marketing strategies.
- Ability to juggle multiple initiatives and collaborate across teams.
- Exceptional communication and collaboration skills.
- Ideally located in Eastern Time zone.
The expected base salary range for a new hire in this role is listed below. The annualized base salary offered is determined by each candidate’s relevant knowledge, skills, education, training and experience. It is aligned to ensure both internal and external competitiveness using market data for the geographic location and industry. As part of the total compensation at D2L the role may be eligible for additional benefits including a Wellness Subsidy, Equity Grants, Variable Incentive, and more.
Don’t meet every single requirement? We strongly encourage you to still apply! At D2L, we are committed to creating a diverse and inclusive environment. We encourage your application even if you don't believe you meet every single qualification outlined, because we love to help our people grow and develop!
Why we're awesome:
At D2L, we are dedicated to providing you with the tools to do the best work of your life. While some of our perks and benefits may vary depending on location or employment type, we are proud to provide employees with the following through #LifeAtD2L:
- Impactful work transforming the way the world learns
- Flexible work arrangements
- Learning and Growth opportunities
- Tuition reimbursement of up to $4,000 CAD for continuing education through our Catch the Wave Program
- 2 Paid Days off for Catch the Wave related activities like exams or final assignments
- Employee wellbeing (Access to mental health services, EFAP program, financial planning and more)
- Retirement planning
- 2 Paid Volunteer Days
- Competitive Benefits Package
- Home Internet Reimbursements
- Employee Referral Program
- Wellness Reimbursement
- Employee Recognition
- Social Events
- Dog Friendly Offices at our HQ in Kitchener, Winnipeg, Vancouver and Melbourne.