As Manager, Email Lifecycle Marketing, reporting to the Digital Growth Manager, you will own the design, orchestration, and performance optimization of CRM and lifecycle marketing programs. You will translate Growth strategy and Content direction into clear journey frameworks, high-quality email execution, and measurable improvements in engagement and conversion.

This is a hands‑on role: you are expected to both lead and directly execute within the CRM platform (HubSpot or Marketo), including building, QA‑ing, and deploying campaigns and journeys where required. You will also serve as the primary owner of CRM data quality and traveller intelligence — structuring behavioural and engagement data to support segmentation, personalization, and propensity modelling in partnership with Growth and data stakeholders.

This role sits at the intersection of strategy, data, and execution — ensuring CRM operates as a cohesive intelligence and communications system, not just a series of campaigns.

Key Responsibilities

Lifecycle Strategy Translation & Journey Design

Translate Growth‑defined lifecycle priorities into clear, structured CRM journeys across the traveller lifecycle (acquisition, nurture, post‑trip, re‑engagement). Define triggers, sequencing, timing, and progression logic to ensure journeys are cohesive, measurable, and aligned to funnel objectives. Actively audit and refine existing journeys to improve engagement and conversion. Leverage AI‑assisted tools to accelerate journey design, test logic variations, and identify drop‑off patterns at scale.

Traveller Intelligence & Propensity Modelling

Serve as B&R;'s CRM intelligence lead — owning the behavioural and engagement data that powers traveller understanding and predictive targeting.



Define and maintain the data inputs (engagement signals, lifecycle stage indicators, trip interest and affinity data) that feed propensity models developed in partnership with Growth and data stakeholders. Translate model outputs (likelihood to inquire, likelihood to book, re‑engagement propensity) into executable segments, journey triggers, and personalization strategies within CRM programs. Monitor model performance and work with stakeholders to refine inputs over time.

Traveller Journey Mapping & Visualization

Own the mapping and visualization of end‑to‑end traveller CRM journeys. Create explicit, accessible frameworks that align touchpoints, triggers, data inputs, and business goals. Use journey maps to enable cross‑functional alignment and ensure shared understanding of lifecycle programs.

Translate Content strategy into clear, actionable creative briefs that guide high‑quality email execution. Lead and participate in the end‑to‑end production process across copy, design, personalization, and build. Manage stakeholder review and approval workflows to ensure alignment, maintain momentum, and deliver emails accurately and on time. Use AI‑assisted tools to support brief development, subject line testing at scale, and content variation generation in partnership with the Content Manager.

Email Calendar & Program Orchestration

Own the CRM/email calendar and ensure coordinated,



prioritized deployment of campaigns and lifecycle programs. Align timing and sequencing across Growth, Content, Sales, and Experience teams to avoid overlap, ensure relevance, and maximize impact. Step into campaign build and deployment as needed to ensure deadlines are met.

Performance Analysis & Optimization

Own CRM performance across engagement and conversion metrics. Analyze results to identify root causes of underperformance and define optimization actions across journeys, segmentation, timing, and creative execution. Partner with Growth on KPI tracking and with Content on creative improvements. Proactively implement changes within the CRM platform to drive measurable performance gains.

Define and execute structured testing plans across subject lines, content formats, timing, personalization, and journey logic. Use AI tooling to expand testing velocity where appropriate. Ensure learnings are documented and applied to continuously improve lifecycle performance.

Define segmentation and personalization approaches aligned to Growth priorities, traveller behaviours, and propensity model outputs. Ensure strategies are implemented effectively through collaboration with CRM execution resources.

CRM Data Architecture & Intelligence Enablement

Define, structure, and maintain high‑quality behavioural and engagement data within the CRM to support personalization, segmentation, and propensity modelling. Ensure consistent tracking, tagging, and data frameworks that enable reliable downstream analysis. Partner with Growth and data stakeholders to provide clean, actionable inputs (engagement signals, lifecycle stages, traveller interests, trip affinity indicator

📌 Email Marketing Manager (Toronto)
🏢 Butterfield & Robinson
📍 Toronto