The Role The CRM & Lifecycle Marketing Specialist is a hands-on role responsible for operationalizing customer lifecycle, retention, and loyalty strategies through segmentation, automated journeys, customer data, triggers, personalization, and CRM technology. Working under the strategic direction of the Senior Customer Experience & Retention Manager, this role builds and maintains the CRM infrastructure and day-to-day loyalty operations that power relevant, timely, and rewarding customer experiences.

Who You Are A technically curious, analytical marketer who enjoys figuring out how customer data, marketing technology, and loyalty programs can create better experiences. You enjoy workflows, segmentation logic, troubleshooting, program operations, performance analysis, and turning defined strategies into scalable solutions.

CRM & Marketing Automation

- Own the configuration, QA, maintenance, and optimization of automated customer journeys based on defined lifecycle and retention strategies.
- Configure and maintain triggers, entry/exit criteria, filters, exclusions, branching logic, and automation rules.
- Build, QA, schedule, deploy, and maintain the email and SMS messages within automated journeys, including links, tracking, personalization, rendering, and channel-specific requirements.
- Monitor journeys for accuracy, performance, and technical issues; troubleshoot and coordinate with technical partners as required.
- Support day-to-day CRM platform administration and improve operational scalability

Segmentation & Personalization

- Build and maintain customer segments based on defined business, lifecycle, behavioural, transactional, and engagement requirements.
- Translate segmentation strategies into accurate audience and suppression logic.
- Validate audience counts, eligibility, suppression rules, and customer data before activating new journeys or material CRM changes.
- Implement and QA segment and personalization logic within automated journey messages, drawing on the Email & SMS Marketing Specialist's channel expertise as needed.

Loyalty Program Operations

- Manage day-to-day execution and administration of the loyalty program in alignment with the strategy and roadmap set by the Senior Customer Experience & Retention Manager.
- Build and maintain loyalty-related customer journeys, segments, triggers, offers, rewards,



and member communications within CRM and connected platforms.
- Monitor member eligibility, loyalty data, program rules, and customer experiences; identify and troubleshoot operational or technical issues with internal and external partners.
- Coordinate loyalty campaigns and program updates with Email & SMS, Brand, Digital, Customer Service, and other stakeholders as required.
- Own recurring loyalty program reporting and surface member trends, engagement, redemption behaviour, and optimization opportunities.

CRM Platforms, Data & Integrations

- Support the transition of CRM capabilities from existing systems into new platforms
- Assist with mapping, testing, and validating customer events and triggers.
- Own the migration and rebuilding of automated journeys and their email and SMS messages in the relevant platforms.
- Develop robust working knowledge of Shopify customer data and Maestra functionality.
- Monitor CRM data quality and partner with Digital, IT, Analytics, and other teams on requirements and troubleshooting.
- Support the integrity of customer consent, preference, and subscription data across CRM and connected platforms.

Analytics & Optimization

- Own recurring reporting for automated journeys, segments, and CRM programs.
- Analyze journey and automation performance to identify trends and optimization opportunities.
- Monitor customer movement and performance across relevant segments.
- Develop, execute, and analyze structured tests within automated journeys, including timing, sequencing, audiences, offers, and personalization.
- Surface observations and recommendations to the Senior Customer Experience & Retention Manager.
- Maintain appropriate CRM and automation benchmarks.

Collaboration & Continuous Improvement

- Work closely with the Senior Customer Experience & Retention Manager to operationalize lifecycle, retention, loyalty, personalization, and CRM priorities.




- Partner with the Email & SMS Marketing Specialist on automated communications.
- Collaborate with Digital, IT, Brand, Customer Service, and other stakeholders as required.
- Maintain a centralized record of active journeys, segments, audiences, triggers, loyalty rules, dependencies, testing history, and operational processes.
- Stay current on CRM, lifecycle marketing, loyalty, marketing automation, personalization, ecommerce, and customer journey best practices.

Required Qualifications

- Bachelor's degree in Marketing, Business, Communications, Analytics, or related field, or equivalent experience.
- 2+ years of experience in CRM, marketing automation, digital marketing, ecommerce, email marketing, or related discipline.
- Experience with a CRM, ESP, marketing automation, or ecommerce platform.
- Hands-on experience building, testing, and deploying automated email journeys; familiarity with SMS execution.
- Strong analytical/problem-solving skills and comfort with customer data, audience logic, workflows, or automation.
- Strong technical aptitude, attention to detail, project management, and collaboration skills.

Preferred Qualifications

- Experience building automated customer journeys/workflows and audience segments; loyalty or retention program experience is an asset.
- Ecommerce/B2C experience and familiarity with ecommerce platforms and related technologies.
- Familiarity with customer engagement, marketing automation, CRM, or lifecycle marketing platforms.
- Experience with personalization, lifecycle performance data, integrations, customer events, and trigger-based marketing.
- Familiarity with loyalty platforms, loyalty program operations, rewards, member communications, or related retention programs.

What Success Looks Like

- CRM segments, triggers, automated journeys, and loyalty operations are accurately built and maintained.
- Strategic lifecycle and loyalty ideas move into execution without requiring the Senior Manager to personally build or manage every component.
- CRM knowledge and technical capability are distributed across the team.
- Shopify and Maestra data/triggers reliably translate into CRM experiences.
- Journey and loyalty reporting produce actionable optimization opportunities.

***DUE TO VOLUME, ONLY SUCCESSFUL CANDIDATES WILL BE CONTACTED. NO AGENCIES OR PHONE CALLS, PLEASE.

📌 CRM & Lifecycle Marketing Specialist (Thorold)
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📍 Thorold