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About the Role

As a member of the Lifecycle Marketing team, the Senior Specialist, Lifecycle Marketing plays a critical role in Meridian’s future success by designing, building, and continuously optimizing targeted, automated journeys for Members and Prospects across the full lifecycle. This role is accountable for translating strategy into scalable, always‑on experiences that deliver timely, relevant, and personalized advice and communications in support of Meridian’s growth and Member experience objectives.

Responsibilities

Automate personalized Member journeys in Dynamics 365 for Marketing through communication workflows and program logic.
Analyze data flow into CRM journeys, identifying dependencies and recommending approaches for development and execution.
Design timely and relevant communication flows aligned with Member/prospect interactions and needs.
Continuously monitor and update programs based on changes in Meridian’s content landscape and the market.
Utilize test-and-learn scenarios, such as A/B testing, for new communication flows and strategies.
Leverage data segmentation for targeted Member communication strategy to maximize ROI.
Collaborate with partner groups including Marketing Analytics and Marketing Operations in the development of segments and assets.
Provide CRM project support and evolution of new features and functions, staying updated on Microsoft Dynamics 365 releases.
Build and develop journeys that accelerate marketing’s long-term strategic plans through profitability.
Act as the journey gatekeeper by monitoring contact frequency across journeys.
Identify, diagnose, and resolve issues within Dynamics 365 Marketing journeys during build and deployment.
Execute pre and post deployment QA for CRM journeys using established checklists.
Work with the CRM Center of Excellence team to find, submit, and resolve bugs in Dynamics 365.
Foster cross-functional collaboration to streamline communication, gather data, and define terms and conditions.
Monitor key performance indicators to measure the success of Member/prospect journey initiatives.
Interpret Member/prospect data to identify journey triggers across lifecycle segments.
Identify key business opportunities for growth by profiling journeys and assessing emerging needs through industry research.
Prepare and present regular reports on Member and prospect journey performance to senior management.
Continuously evaluate and refine reporting processes to ensure accuracy and relevancy of data.
Collaborate with leadership to develop communication flows and execute personalized touchpoints.
Map out Member journeys for approvals and identify pain points and opportunities for improvement.
Participate in and/or manage project/journey/campaign implementation including Agile framework oversight, timelines, and budget management.
Utilize SME knowledge to inform and enhance technology advancements and journey production.
Drive Member loyalty and retention through ongoing iteration and optimization of existing journeys.

Requirements

Expert knowledge of CRM platforms to manage customer data and interactions.
Strong knowledge of Marketing Automation platforms (e.g., Adobe, Salesforce Marketing Cloud, Acoustic).
Advanced user of Microsoft Power BI, Excel, PowerPoint, and other key Microsoft Office tools.
Expertise in driving customer journey mapping through creative visual flows and outlining logic with stakeholders (e.g. Figma).
Strong working knowledge of analytics stacks, analytics tools, data warehouses, and data visualization tools.
Solid financial acumen and ability to interact with all levels of the organization.
Strong business acumen and ability to translate insights into actionable recommendations.
Experience in project management and ability to work in an agile environment.
Knowledge of communication compliance best practices (CASL, PII, CAN-SPAM, GDPR).
Leverages data analysis, troubleshooting skills, and creative thinking to diagnose issues and design solutions.
Excellent interpersonal skills with the ability to develop effective working relationships.
A self-starter with strong organizational skills, time-management abilities, and ability to prioritize workload.
Strong analytical skills and ability to use data to inform decision-making.
3 to 5 years of experience within a journey development role.
Experience in a financial institution environment is an asset.
Experience in managing and developing journeys for automating marketing communications.
Experience working in scripting languages such as Python or R, VBA is a strong asset.
Hands-on experience in developing and implementing customer lifecycle journeys.
Strong project management skills and ability to work in a cross-functional team.
Excellent communication and interpersonal skills.
Experience in developing and implementing customer journey strategies.
A strong understanding of customer behavior and ability to use insights to inform strategy.
Comfort learning and adopting new digital tools, with an openness to using AI-enabled technology.

Skills

CRM platforms
Microsoft Dynamics 365
Marketing Automation platforms
Adobe
Salesforce Marketing Cloud
Acoustic
Microsoft Power BI
Microsoft Excel
Microsoft PowerPoint
Microsoft Office tools
Customer journey mapping
Figma
Analytics stacks
Analytics tools
Data warehouses
Data visualization tools
Financial acumen
Business acumen
Project management
Agile environment
Communication compliance (CASL, PII, CAN-SPAM, GDPR)
Data analysis
Troubleshooting
Creative thinking
Interpersonal skills
Organizational skills
Time management
Analytical skills
Journey development
Financial institution environment
Marketing communications automation
Lifecycle marketing
Product marketing
Lead nurturing
Scripting languages (Python, R, VBA)
Customer lifecycle journeys
Cross-functional team collaboration
Customer behavior analysis
Digital tools adoption
AI-enabled technology

Location

Toronto Corporate Office
St. Catharines office

Work Type

Hybrid work opportunity
18 Month Contract

Experience Level

Senior Specialist
3 to 5 years of experience within a journey development role

Education Level

Undergraduate degree (or higher) in Technology, Marketing, or Business, or equivalent work experience

Salary/Compensations

$59,800.00 to $89,800.00 CAD

Benefits

Inclusive and collaborative working environment
Tools and technology needed to delight candidates and clients
Opportunity to work with and learn from diverse industry leaders and colleagues
Hybrid work arrangements
In-person office time for collaboration, innovation, and relationship building

About the Company

Meridian's aspiration is to integrate purpose into everything they do for people, the planet, and communities.
Meridian believes that their greatest opportunity is to create opportunity and meet people where they are.
Meridian is shaping the future of banking.
Meridian sees talent as a catalyst for sustainable growth, community impact, and future-readiness.
Meridian is looking for team members who demonstrate embedding & leveraging technology, critical thinking, data-driven approach, curiosity & flexibility.

Equal Opportunity

Qualified applicants will receive consideration without regard to race, color, religion, sex, national origin, age, sexual orientation, gender identity, gender expression, or disability.