Work In Tech

Job Title: Director of Lifecycle Marketing

Location: Candidate must be located in Canada or the USA. Our office is located in Toronto, ON, Canada, but the role is remote/hybrid/flexible.

Reports to: VP, Marketing

About the Role:

We’re looking for a customer-obsessed, data-driven, and strategic Director of Lifecycle Marketing to lead the customer journey from first touch through conversion, activation, integration adoption, upsell, retention, and advocacy.

This is a key role responsible for driving the highest possible conversion from sign-up to paid customer, increasing integration adoption, surfacing upsell opportunities, and reducing churn. You’ll design and scale personalized, high-impact programs that improve onboarding, deepen product engagement, and unlock revenue expansion.

You’ll collaborate cross-functionally with Product, Customer Success, Performance Marketing, and Partnerships to build lifecycle experiences that deliver real business impact. As our first Director-level hire focused solely on lifecycle, you’ll bring deep expertise in customer journey mapping, behavioral marketing, segmentation strategy, and experimentation.

What You’ll Do:

• Strategy & Ownership: Develop and lead the end-to-end customer lifecycle strategy across all key touchpoints—onboarding, adoption, retention, renewal, and upsell. Define goals, KPIs, and customer segments aligned with business objectives.
  
  
• Campaign Development: Design and execute multi-channel lifecycle campaigns (email, in-app, push) with a focus on relevance, automation, and behavioral triggers. Partner with Growth Product Marketing and Content teams to deliver the right message at the right time.
  
  
• Onboarding & Activation: Lead initiatives to drive new customer time-to-value and accelerate free-to-paid conversion. Develop onboarding journeys and educational content that improve activation and reduce early churn.
  
  
• Retention & Expansion: Deploy campaigns that increase usage, reduce churn, and uncover expansion opportunities across customer tiers and personas. Partner with Customer Success on upsell and cross-sell programs.
  
  
• Integration Adoption & Upsell: Drive awareness and usage of integration add-ons that deepen stickiness and platform value. Surface upsell and cross-sell opportunities through behavioral segmentation and lifecycle messaging.
  
  
• Experimentation & Optimization: Run A/B and multivariate tests to continually improve messaging, sequencing, and channel effectiveness. Leverage data to personalize and optimize the customer journey at scale.
  
  
• Analytics & Reporting: Own lifecycle performance metrics such as trial conversion rate, feature adoption rate, retention, and expansion revenue. Partner with Data and Marketing Ops to define reporting infrastructure and share insights with stakeholders.
  
  
• Team Leadership: Build, manage, and mentor a high-performing team of lifecycle and Automation marketers. Foster a culture of curiosity, testing, and iteration.
  
  
• Collaboration & Communication: Work cross-functionally with stakeholders across Product, Customer Success, Partnerships, and Performance Marketing to ensure alignment and continuity across the customer journey.
  
  

What You’ll Bring:

• 8–10+ years of experience in lifecycle, CRM, or retention marketing, ideally in a high-growth SaaS or PLG environment
• Deep expertise in building automated lifecycle programs using tools like Iterable, HubSpot, Braze, or similar
• Proven track record in improving activation, retention, and LTV through strategic segmentation and campaign optimization
• Experience with product-led growth strategies and in-app engagement tactics
• Strong analytical skills with the ability to interpret data, build dashboards, and present actionable insights
• Leadership experience building and managing lifecycle marketing teams
• Excellent cross-functional communication and stakeholder management skills
• Passion for delivering exceptional customer experiences that drive business impact
• Hands-on mindset—you’re comfortable rolling up your sleeves to get campaigns out the door

Who You Are:

• Customer-Centric Thinker: You put the customer at the center of every decision and are constantly looking for ways to add value.
• Data-Informed Marketer: You love uncovering insights and making smart decisions that drive results.
• Lifecycle Builder: You thrive on creating structured, scalable, and automated marketing systems that evolve with the customer.
• Collaborative Leader: You’re energized by cross-functional work and inspire your team to execute with excellence.
• Creative Optimizer: You balance thoughtful experimentation with operational discipline to find new ways to engage customers.
  
  

Preferred Qualifications:

• Experience in health tech, SaaS, or consumer wellness industries
• Familiarity with EHR, practice management, or digital health platforms
• Knowledge of customer data platforms (CDPs), attribution models, and data stacks
• Experience launching and managing Customer marketing journeys
• Comfort with analytics tools such as Amplitude, Sigma, Google Analytics, or SQL
  
  

Within:

• 1 month: You’ll be immersed in our customer segments, journeys, and lifecycle programs
• 3 months: You’ll have launched quick-win initiatives and built a lifecycle roadmap aligned to key growth opportunities
• 6 months: You’ll be scaling campaigns that materially impact activation, retention, and expansion KPIs

Our Perks and Benefits:

• Unlimited Vacation: We believe you can be highly productive and still have plenty of time for life outside of work.
• Generous health benefits plan: Coverage starts from Day 1 and includes vision & dental.
• Sprout Family: Receive personalized support for the family-building process, accessing top-quality care. Schedule a consultation with Sprout's Team for guidance, education, coaching, and assistance in finding a top provider, addressing medical, legal, or regulatory concerns throughout your journey. *Currently for Canadian Employees Only*
• Inkblot: Access to one of Canada's leading digital mental health companies, focusing on offering secure online video counseling through our corporate mental health programs and individual counseling services. *Currently for Canadian Employees Only*
• Choose your device: Are you Team Windows or Apple? You shouldn’t have to compromise, especially if you work more efficiently on a specific operating system. When you join us, you get to pick!
• Home Office Allowance: $500/year to ensure your home office is set up for optimal comfort and productivity.
• Health & Wellness Allowance: $750/year to support your health & wellness-related goals and hobbies.
• Learning & Development Allowance: $1000/year to explore a new skill, attend a conference, read some new books, etc.
• Fully Remote: Work from the comfort of your own home with the choice to access our downtown Toronto office for a change of scenery.
• Events & Free Lunches: We prioritize weekly team bonding and monthly company-wide social events with a lunch stipend. We pride ourselves on maintaining a culture where everyone feels engaged, inspired, and excited to come to work every day.