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About the Role

The Director, Email Marketing will lead the transformation of Canada Goose's global customer engagement strategy across owned channels, moving from a mass send model to a precision-led approach focused on personalization, segmentation, and subscriber health.

Responsibilities

• Lead the transformation of the global Email & SMS programme from a high-volume, mass send model to a precision, personalisation-led channel measured on relevance, engagement quality and lifetime value.
• Own the global Email & SMS strategy, roadmap and performance against engagement, revenue, retention and subscriber-health objectives.
• Lead annual channel strategy, planning, forecasting and investment prioritisation — including channel budget ownership — to drive sustainable, efficient growth across Email and SMS.
• Develop customer segmentation, targeting and personalisation strategies that replace one-size-fits-all sends with relevant, individualised communications and improve business performance.
• Oversee lifecycle and triggered programmes across onboarding, engagement, retention and win-back to drive personalised engagement, incremental revenue and customer lifetime value.
• Lead planning, execution and optimisation of campaign Email and SMS communications — including brand, commercial and consumer moments — with precision targeting as the default, not the exception.
• Partner with Data and Analytics to advance first-party and zero-party data capture, identity and activation, and to apply predictive models (propensity, churn, next-best-action) that power data-driven personalisation.
• Establish contact strategy, frequency management, suppression logic, audience eligibility and trigger governance that protect subscriber health and inbox placement across Email and SMS.
• Own subscriber base health as a core discipline — list hygiene, engagement-based sunsetting and re-engagement, consent and preference management, and active protection of sender reputation.
• Monitor and optimise deliverability and inbox placement in partnership with deliverability partners.
• Drive testing, experimentation and incrementality measurement to continuously improve campaign, SMS, triggered and lifecycle performance.
• Monitor and optimise key channel KPIs — demand revenue, traffic, engagement, conversion, subscriber growth, unsubscribe/complaint rates, deliverability and customer lifetime value.
• Build clear performance reporting and translate results into decisions and investment for senior leadership.
• Own the marketing automation, CRM and CDP technology roadmap, including ESP, journey orchestration and personalisation capabilities.
• Manage strategic vendor, agency and deliverability partnerships to support customer communications, marketing technology and channel performance.
• Partner with Loyalty, CRM, E-commerce, Retail, Technology, Analytics, Creative, Brand, Marketing and regional teams to align owned-channel communications with business priorities.
• Lead, coach and develop the Email & SMS team, building the capability, operating model and accountability required to run a precision channel.

Requirements

• 10+ years of experience in Email Marketing, SMS Marketing, CRM, Lifecycle Marketing, Digital Marketing or Customer Communications, ideally within retail, luxury, e-commerce or DTC.
• Proven experience owning Email and SMS channel strategy, performance targets, campaign planning and lifecycle marketing programmes at scale.
• Demonstrated experience leading channel change — evolving an email programme from high-volume, batch sending toward precision, personalisation-led communications and stronger subscriber health.
• Experience with customer journey orchestration, lifecycle marketing, behavioural triggers, personalisation, segmentation and retention strategies.
• Experience managing marketing technology vendors, agencies, deliverability partners and external execution resources.
• Strong understanding of Email deliverability, inbox placement, sender reputation, suppression logic, preference management and subscriber health.
• Experience with first-party and zero-party data strategy and activation, and familiarity with CDP and identity concepts that enable precision targeting.
• Experience with web analytics and reporting tools, including Google Analytics and/or other analytics/business intelligence platforms.
• Strong commercial acumen, with experience connecting campaign and lifecycle activity to revenue, traffic, engagement, retention and customer lifetime value, and comfort owning and optimising a channel budget.
• Deep understanding of Email, SMS, CRM, lifecycle marketing, campaign management and marketing automation best practices.
• Strong knowledge of consent, privacy and communications compliance, including CASL, CAN-SPAM, GDPR, PII and preference management.
• Strong customer-first mindset with the ability to balance commercial goals, subscriber health and brand experience — biasing toward relevance over reach.
• Strong analytical skills, with the ability to interpret performance data, identify trends and turn insights into precision-targeting actions.

Skills

• Email Marketing
• SMS Marketing
• CRM
• Lifecycle Marketing
• Digital Marketing
• Customer Communications
• Salesforce Marketing Cloud (SFMC)
• Salesforce Service Cloud
• Wunderkind
• Insider
• Azure / Microsoft Fabric
• Braze
• Klaviyo
• Iterable
• Marketo
• Adobe Campaign
• Segment
• mParticle
• Tealium
• Salesforce Data Cloud
• Google Analytics

Location

• Toronto, Ontario, Canada

Work Type

• Full-time

Experience Level

• Director
• 10+ years of experience

Salary/Compensations

• $145,000.00 - $181,000.00 / year

Benefits

• Comprehensive and competitive Total Rewards Program
• Opportunities for career growth through numerous internal and external programs
• Goose Rewards & ICON Rewards
• CG Gives: Donation matching and paid volunteer time
• Access to tools and resources to support physical and mental health
• Inspiring leaders and colleagues

About the Company

• Canada Goose is an iconic brand with an inspirational and authentic story, committed to empowering true exploration and preserving the planet.
• We are building a community that believes in living bravely and coming together to support game-changing people.
• We are transforming how we engage customers in our owned channels, moving from a high-volume, mass, untargeted send model to a precision channel focused on personalization, intelligent segmentation and disciplined subscriber base health management.

Equal Opportunity

• Canada Goose is an equal opportunity employer and is committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act.
• We believe that belonging goes beyond mere inclusion. It’s about being part of a community that values, supports, and empowers you.
• Our community is built on empathy and the understanding that every individual’s experience is unique, and every voice is important.
• At Canada Goose, belonging is more than just an ideal—it’s the key to unlocking our collective potential, taking us further together.