The gap between finding Helcim and actually processing a first transaction requires a guiding hand - and lifecycle marketing is one of the most important levers we have for closing it. This role owns figuring out which levers actually move that gap, and building the systematic testing to prove it - not assuming the answer going in. This is a senior, hands‑on individual contributor role - no direct reports, full ownership of the work.

Sitting on our growth marketing team, you'll be the subject‑matter expert lifecycle marketing runs through: the person who decides what "good" looks like, the person who builds the segmentation and testing infrastructure, and who is trusted to make calls independently, including the technical ones.

Testing Culture: A live, compounding test roadmap - A/B, offers, win‑backs - with clean attribution and honest reads. You test everything, including your own assumptions. ~ You can go deep into the technical weeds - triggers, data, deliverability - and still write a merchant‑facing email that doesn't read like it came from engineering. ~ You care about the outcome for the merchant, not the personal credit for getting there. ~6-9+ years in lifecycle marketing, ideally having owned an activation, retention, or adoption funnel from strategy through execution. ~ Deep hands‑on experience in a modern lifecycle/messaging platform - Customer.This is a B2C‑style lifecycle skillset, not a marketing‑ops or RevOps background. ~ You are a marketer above all things, someone who lives in the tension between art and science, who obsesses over customers,



and can build things that make a real connection. ~ Comfortable owning the technical side of the job - triggers, event‑based logic, data validation, enough SQL (or equivalent) to self‑serve on answers. ~ A genuine testing mindset. You default to "let's test it" over "let's guess," and you know the traps - attribution, cohort size, false reads - well enough to avoid them. ~ A systems thinker who understands how the work fits into the broader business, and resists building anything in a silo. ~ Bonus Points Experience marketing financial technology or payments products to small businesses.

We believe that diversity and having an inclusive culture is not only the right thing, but key to our long‑term success. Diversity brings more experience, view‑points, knowledge and insight about our future. Play a central role in closing the gap between signed‑up and actively processing - investigate, test, and prove out which levers actually move that number, working across teams to improve activation.

Set the strategy, segmentation approach, and test roadmap that gets merchants across that gap, plus the adoption, retention, and win‑back work that follows once they're live.



Build lifecycle fundamentals from the ground up where they don't exist yet: measurement, journey architecture, testing practices, documentation. Own the technical backbone that makes real segmentation possible: triggers, event data, entry/exit logic - not just the campaign layer sitting on top.

Keep journeys clean as customer data scales. No orphaned logic, no journeys nobody remembers building. Run a real, always‑on testing program — A/B tests, offers, win‑back mechanics — with clean controls and honest reads.

Feed every result into the next test. Data & Technical Fluency Be fluent enough in the data layer to pull your own numbers, write clear data requirements, and validate your own work rather than waiting on a data team. Partner directly with engineering on sending infrastructure — safe IPs, deliverability, technical constraints — and hold that conversation independently.

Understand the merchant at a granular level: behavior, lifecycle stage, what actually drives them to act. Write solid copy yourself and hold the quality bar from brief to launch. Partner with Product, Data, Engineering, Support, Sales, PMM, Success, and Risk to turn business priorities into lifecycle programs that actually ship. Comprehensive benefits + a Health Spending Account (HSA) starting on Day 1. We’re in‑office Mon/Wed/Fri and remote Tue/Thu.

Family Support: Top‑ups for maternity leave and "bonding breaks." Growth: $500 annual training budget to keep your skills sharp. #

📌 Full Time Digital Brand Marketing Director (Calgary)
🏢 Helcim
📍 Calgary