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About the Role

The Senior Manager, CRM & Lifecycle owns the end-to-end lifecycle strategy and execution for Tims Rewards, driving member growth, engagement, and GM$ impact through precise, insight-led lifecycle marketing. This role is fundamentally about changing member behaviour by delivering the right message to the right member at the right time to drive meaningful action.

Responsibilities

• Own Lifecycle Strategy and Programs: Define and continuously improve lifecycle journeys for onboarding, frequency growth, and lapsed user reactivation.
• Define clear behavioural objectives for each lifecycle stage.
• Identify key moments in the member journey and build programs to intervene effectively.
• Drive structured test-and-learn plans to optimize behavioural impact.
• Partner with Offers teams to align lifecycle programs with promotional strategy.
• Work with the Martech team to ensure lifecycle and 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 balance business objectives and member engagement.
• Develop clear briefs and requirements defining audience, behavioural goal, message hierarchy, and success criteria.
• Ensure campaigns are delivered accurately, on time, and at scale.
• Work closely with Martech to enable precise segmentation, targeting, and deployment.
• Partner with Marketing Communications on Creative: Serve as the primary CRM and lifecycle point of contact.
• Develop clear, insight-led briefs for creative execution.
• Provide direction and feedback on creative to optimize for CRM performance.
• Manage the briefing-to-delivery workflow for timely campaign production.
• Champion a performance mindset in the creative process, using data to inform messaging.
• Drive Performance and Optimization: Monitor campaign and lifecycle performance with a focus on behaviour change (frequency, habit formation, retention, engagement, GM$ impact).
• Identify opportunities to improve targeting precision and message relevance.
• Lead ongoing optimization through structured testing (messaging, segmentation, channel, cadence) with a 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 programs.
• Ensure clear documentation and best practices are in place across lifecycle marketing.
• Support scalable, repeatable processes as the program grows.

Requirements

• 6–10+ years in CRM, lifecycle marketing, or loyalty program management.
• Proven track record of building lifecycle programs designed to change customer behaviour at scale.
• Strong campaign execution experience across digital CRM channels.
• Deep understanding of segmentation, targeting, personalization, 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.

Skills

• CRM
• Lifecycle Marketing
• Loyalty Program Management
• Campaign Execution
• Segmentation
• Targeting
• Personalization
• Message Timing
• Cross-functional Collaboration
• Data Analysis
• Stakeholder Management
• Influencing

Location

• Toronto, Ontario, Canada

Work Type

• Onsite (5 days per week)

Experience Level

• 6-10+ years

Salary/Compensations

• Base salary range of $130,000 – $165,000 CAD.
• Eligible to participate in the Company’s annual discretionary bonus plan.
• May be eligible for additional compensation in the form of equity grants.

Benefits

• Comprehensive global paid parental leave program.
• Free telemedicine.
• Mental wellness support.
• Focus on physical, mental and financial wellness.

About the Company

• Restaurant Brands International Inc. is one of the world's largest quick service restaurant companies with nearly $45 billion in annual system-wide sales and over 32,000 restaurants in more than 120 countries and territories.
• RBI owns four of the world's most prominent and iconic quick service restaurant brands – TIM HORTONS®, BURGER KING®, POPEYES®, and FIREHOUSE SUBS®.
• Through its Restaurant Brands for Good framework, RBI is improving sustainable outcomes related to its food, the planet, and people and communities.
• RBI is committed to growing the TIM HORTONS®, BURGER KING®, POPEYES® and FIREHOUSE SUBS® brands by leveraging their respective core values, employee and franchisee relationships, and long track records of community support.
• Each brand benefits from the global scale and shared best practices that come from ownership by Restaurant Brands International Inc.

Equal Opportunity

• 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, color, sex, sexual orientation, gender identity, disability, or 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.