We are seeking a Senior Manager, CRM & Lifecycle Marketing to own the strategy, architecture, execution, and performance of our email, CRM, and lifecycle marketing programs. This is a highly strategic role responsible for designing customer journeys, optimizing lifecycle communications, improving deliverability, and driving measurable revenue growth through email and SMS channels.

The ideal candidate is equal parts strategist, operator, analyst, and communicator. They are a skilled email writer who understands how to craft clear, persuasive messaging while also architecting sophisticated customer journeys and CRM workflows. They possess deep expertise in HubSpot and understand the technical foundations of deliverability, segmentation, compliance, and marketing automation.

This individual will oversee our portfolio of lifecycle programs and customer journeys, continuously identifying opportunities to improve engagement, conversion, retention, and revenue performance.

Key ResponsibilitiesEmail & Lifecycle Strategy

- Own the end-to-end email marketing and CRM strategy across the customer lifecycle.
- Design, implement, and optimize approximately eight core customer journeys and lifecycle programs, including onboarding, nurture, engagement, reactivation, retention, and conversion workflows.
- Develop audience-specific communication strategies that balance customer experience with business objectives.
- Work closely with Creative, Copy, and Digital team members to support complete campaign management from planning through execution and optimization.
- Create scalable frameworks for customer segmentation, personalization, and behavioral targeting.

CRM & Marketing Automation
- Serve as the internal subject matter expert for HubSpot marketing automation and CRM workflows.
- Partner and coordinate closely with the Sales team to align outbound messaging, lead nurturing workflows, and follow‑up strategies.
- Manage, route, and optimize meeting scheduler conversion workflows, including HubSpot and Calendly, to improve booking rates and lead handoff efficiency.
- Architect and manage multi‑step automated journeys, triggers, lead nurturing sequences, and customer lifecycle campaigns.
- Partner with Marketing, Revenue Operations, Sales, Product, Creative, Copy,



and Digital teams to ensure CRM programs support broader business goals and deliver cohesive customer communications.
- Maintain documentation, governance, and operational excellence across all automated programs.

Email Performance & Analytics
- Own performance measurement and reporting for email and SMS channels.
- Analyze customer behavior, engagement trends, segmentation opportunities, and funnel performance to identify growth opportunities.
- Design and execute structured A/B and multivariate testing programs.
- Translate data into actionable recommendations that improve conversion rates, retention, customer lifetime value, and revenue.

Deliverability & Technical Ownership
- Manage email deliverability and sender reputation across all programs.
- Monitor and optimize domain reputation, IP reputation, authentication protocols, inbox placement, and spam mitigation.
- Maintain and troubleshoot DNS‑related email infrastructure, including SPF, DKIM, and DMARC.
- Leverage tools such as Google Postmaster Tools, Microsoft SNDS, and other deliverability platforms to proactively identify and resolve performance issues.
- Establish best practices for list health, suppression management, and sender reputation management.

Compliance & Data Governance
- Ensure all email and SMS programs comply with applicable regulations, including CASL, CAN‑SPAM, TCPA, and other privacy and consent requirements.
- Own list hygiene processes, consent management, unsubscribe handling, and data quality standards.
- Partner with Legal, Operations, and Technology teams to maintain compliance and governance best practices.

Revenue Optimization
- Drive commercial performance through lifecycle marketing initiatives.
- Optimize campaigns and journeys against revenue‑based KPIs, including revenue per send, click‑to‑conversion rate, pipeline contribution, customer acquisition,



retention, and customer lifetime value.
- Move beyond vanity metrics by focusing on business outcomes and measurable financial impact.
- Identify opportunities to leverage AI and large language models (LLMs) to improve campaign development, personalization, testing, workflow creation, reporting, and operational efficiency.
- Stay current with emerging CRM, automation, deliverability, and lifecycle marketing best practices.
- Continuously evaluate recent tools, technologies, and processes that enhance team performance and customer engagement.

What You Bring
- Business degree in Marketing, Communications, Business Administration, or a related field.
- 5+ years of progressive experience in email marketing, lifecycle marketing, CRM marketing, or marketing automation roles.
- Demonstrated expertise building and optimizing customer journeys, automated workflows, and lifecycle marketing programs.
- Advanced hands‑on experience with HubSpot Marketing Hub and CRM.
- Strong understanding of email deliverability fundamentals, including sender reputation, authentication, inbox placement, and suppression management.
- Experience managing compliance requirements including CASL, CAN‑SPAM, and TCPA.
- Proven track record of improving conversion, retention, and revenue through CRM and email marketing initiatives.
- Strong analytical skills with experience using data to inform strategy and decision‑making.

The expected annualized base salary range for this position is $90,000 - $100,000 plus discretionary bonuses and/or commission. The actual base salary offered will take into consideration factors including, but not limited to, the individual’s skill, experience, and relevant education or training.

Our Commitment to Diversity, Equity & Inclusion

We’re an equal opportunity employer committed to building a diverse, inclusive, and accessible workplace where everyone feels valued and supported. If you need accommodation during the hiring process, please let us know. We’re happy to help.

Only those selected for an interview will be contacted.

Please note that at present, legal eligibility to work in Canada is a prerequisite for this role.

#J-18808-Ljbffr

📌 Senior Manager, Crm & Lifecycle Marketing (Burlington)
🏢 Equiton
📍 Burlington