Senior Manager, Lifecycle & CRM (Tims Rewards)
Location: Toronto, Ontario, Canada

Reporting to: Senior Director, Loyalty & CRM

Role Summary
The Senior Manager, CRM & Lifecycle owns the end‑to‑end lifecycle strategy and execution for Tims Rewards, from onboarding through engagement and winback. This role is fundamentally about changing member behaviour — getting the right message to the right member at the right time to drive meaningful action. It translates loyalty strategy into high‑performing CRM programs that influence how members engage with Tims Rewards, working closely with Marketing Communications on creative execution and with Martech teams on deployment. The focus is on driving member growth, engagement, and GM$ impact through precise, insight‑led lifecycle marketing.

What You'll Be Responsible For

Own Lifecycle Strategy and Programs

Define and continuously improve lifecycle journeys designed to shift member behaviour across:

Onboarding and early habit formation

Frequency growth and deeper engagement

Lapsed user reactivation and winback

Define clear behavioural objectives for each lifecycle stage — what actions are we trying to drive and why

Identify the moments that matter most in the member journey and build programs that intervene at the right time with the right message

Drive structured test‑and‑learn plans to continuously optimise behavioural impact

Partner with Offers teams to align lifecycle programmes with promotional strategy

Work with the Martech team to ensure lifecycle + CRM objectives are reflected in the roadmap

Lead CRM Campaign Planning and Execution

Own end‑to‑end campaign planning and execution across channels (email, push, in‑app, etc.)

Manage the CRM calendar to ensure content is prioritised with a balance of business objectives and member engagement in mind

Develop clear briefs and requirements that define audience, behavioural goal, message hierarchy, and success criteria

Ensure campaigns are delivered accurately, on time, and at scale

Work closely with Martech to enable exact segmentation, targeting, and deployment

Partner with Marketing Communications on Creative





Serve as the primary CRM and lifecycle point of contact with the Marketing Communications team

Develop clear, insight‑led briefs that articulate the member segment, behavioural objective, and message strategy so creative can be executed effectively

Provide direction and feedback on creative to ensure it is optimised for CRM performance — not just brand consistency

Manage the briefing‑to‑delivery workflow to ensure campaigns are produced on time and meet lifecycle requirements

Champion a performance mindset within the creative process, using data to inform messaging, tone, and calls to action

Drive Performance and Optimisation

Monitor campaign and lifecycle performance with a focus on behaviour change:

Frequency, habit formation, and retention

Engagement (open, click, conversion)

GM$ impact

Identify opportunities to improve targeting precision and message relevance

Lead ongoing optimisation through structured testing — messaging, segmentation, channel, cadence — with a clear hypothesis‑driven approach

Strengthen CRM Operations and Processes

Build and maintain strong campaign planning, briefing, and execution processes

Improve speed and quality of delivery across all CRM programmes

Ensure clear documentation and best practices are in place across lifecycle marketing

Support scalable, repeatable processes as the programme grows

What Success Looks Like

Lifecycle programmes that demonstrably shift member behaviour across onboarding, engagement, and winback

CRM campaigns consistently delivered with the right message reaching the right member based on their known needs and behaviours

Measurable improvements in engagement, frequency and retention

A strong, productive partnership with Analytics, Martech and Marketing Communications that executes on a high‑performing CRM function

A clear test‑and‑learn roadmap with ongoing performance improvements

What You Bring





6–10+ years in CRM, lifecycle marketing, or loyalty programme management

Proven track record of building lifecycle programmes designed to change customer behaviour at scale

Strong campaign execution experience across digital CRM channels

Deep understanding of segmentation, targeting, personalisation, and message timing

Experience working cross‑functionally with creative, Martech, and analytics teams

Data‑driven mindset with the ability to translate behavioural insights into clear marketing action

Strong stakeholder management and the ability to influence without direct authority

Base salary range of $130,000 – $165,000 CAD. Base salary for this position may vary based on relevant factors such as experience, education, location, and skills. This position is eligible to participate in the Company’s annual discretionary bonus plan, subject to the terms and conditions of the incentive programme, based on individual and company performance metrics. This position may also be eligible for additional compensation in the form of equity grants pursuant to the Company’s long‑term incentive plan. This posting is for an existing vacancy.

RBI follows a 5‑day, in‑office work schedule to support collaboration. Successful candidates will be expected to work onsite 5 days per week.

Benefits at all of our global offices are focused on physical, mental and financial wellness. We offer unique and progressive benefits, including a comprehensive global paid parental leave programme that supports employees as they expand their families, free telemedicine and mental wellness support.

Restaurant Brands International and all of its affiliated companies (collectively, RBI) are equal‑opportunity and affirmative action employers that do not discriminate on the basis of race, national origin, religion, age, colour, sex, sexual orientation, gender identity, disability, veteran status, or any other characteristic protected by local, state, provincial or federal laws, rules, or regulations. RBI’s policy applies to all terms and conditions of employment. Accommodation is available for applicants with disabilities upon request.

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📌 Sr. Manager, Lifecycle and CRM, Tim Hortons, Canada (Ontario)
🏢 Restaurant Brands International
📍 Ontario