Director, Lifecycle & Organic Growth

Accountabilities:: Define and own the overall strategy, roadmap, and performance targets for Lifecycle and Organic Growth, ensuring alignment with broader business objectives and measurable outcomes. Lead customer lifecycle marketing initiatives across the entire customer journey, including onboarding, activation, cross-selling, upselling, reactivation, retention, and customer communications. Drive organic acquisition strategies across SEO, technical SEO, generative engine optimization (GEO), app store optimization (ASO), website performance, and content marketing. Build an integrated owned-channel growth strategy that connects lifecycle communications with paid media, affiliate partnerships, and product experiences. Establish robust measurement frameworks for organic growth, ensuring that performance metrics are clearly defined, reproducible, and connected to registrations, activation, and business results. Oversee global control groups and incrementality measurement programs to ensure that reported results demonstrate genuine causal impact. Lead experimentation initiatives, including A/B testing, holdout studies, and multivariate customer journeys, translating findings into actionable growth strategies. Present performance insights, strategic priorities, and recommendations to executive leadership through regular business reviews. Maintain and continuously improve lifecycle marketing operations, including campaign intake, prioritization, specifications, quality assurance, legal reviews, launches, and post-campaign analysis. Partner with Legal and Compliance teams to ensure all customer communications are accurate, compliant, and auditable in both English and French. Oversee incident response and business continuity for customer communications, including fallback processes and escalation procedures. Manage website publishing governance, ensuring appropriate approval processes, content reviews, and safeguards for website releases. Own the marketing technology ecosystem and vendor relationships for owned channels, including platform management, contracts, renewals, and operational performance, with Braze as the core customer engagement platform. Lead, develop, and retain a team of senior managers and specialists, while supporting recruitment, career development, engagement, and organizational growth. Requirements: 10+ years of experience in lifecycle marketing, CRM, or customer retention within a B2C consumer technology, fintech, or subscription-based business. At least 4 years of experience managing managers and leading high-performing marketing teams. Proven ability to improve business performance through owned marketing channels, supported by incrementality testing, randomized control groups, and measurable business outcomes rather than engagement metrics alone. Advanced hands-on experience with customer engagement platforms, preferably Braze, including journey architecture, audience segmentation, Liquid personalization, and data integrations through customer data platforms such as Segment. Strong working knowledge of organic growth disciplines, including SEO, technical SEO, ASO, content strategy, and emerging AI-powered search technologies. Excellent analytical capabilities, with SQL proficiency or the ability to work closely with Data teams to validate metrics, interpret results, and make evidence-based decisions. Experience working in regulated industries such as financial services, insurance, healthcare, or telecommunications, with an understanding of legal and compliance requirements for marketing communications. Strong operational and strategic mindset, with experience designing processes, building operating frameworks, and improving marketing execution at scale. Excellent executive communication skills, with the ability to present complex information clearly, communicate strategic recommendations, and proactively escalate risks or challenges. Demonstrated success as a people leader, with a strong record of developing, engaging, and retaining talented team members. Practical experience using AI tools in daily workflows to improve productivity, analysis, content development, and operational efficiency. Familiarity with Canadian financial services regulations and Canada's Anti-Spam Legislation (CASL). Experience with predictive or machine-learning-driven personalization, including churn prediction, propensity modeling, and send-time optimization, is an advantage. Professional working proficiency in French is considered a plus. Experience with headless content management systems such as Sanity and website experimentation is an additional advantage. Benefits: Competitive annual salary: CAD $175,000–$210,000, depending on experience, skills, and internal compensation equity. Equity participation, offering an opportunity to share in the company's long-term growth. Comprehensive health and wellness benefits. Generous paid vacation, additional wellness days, flexible days, and a company-wide holiday closure. Remote-first working environment with flexible schedules and asynchronous collaboration. Coworking support to facilitate productivity and collaboration. Annual company-wide retreats and opportunities to connect with colleagues. Parental leave policies and financial top-ups. Access to coaching, leadership development, and professional growth programs. Dedicated budgets for books, professional development, and learning opportunities. Home office setup support, including equipment and workspace resources. Phone and internet allowances. Dedicated budgets for AI tools and productivity resources. Opportunity to shape the future of Canadian fintech and contribute to products that promote financial empowerment. Collaborative, inclusive, and highly engaged working environment with a strong focus on autonomy, ownership, and meaningful impact.