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About the Role
The Senior Manager, Lifecycle Management Strategy, owns the lifecycle strategy for the credit card portfolio. This role defines and executes integrated product, marketing, and digital strategies across the cardholder journey to drive onboarding, activation, engagement, product usage, retention, loyalty, and long-term customer engagement. The role translates customer insights, portfolio priorities, and market opportunities into an actionable lifecycle roadmap, partnering closely with various teams to deliver coordinated customer experiences and measurable business outcomes.
Responsibilities
- Own the lifecycle engagement strategy for the credit card portfolio, establishing the vision, strategic priorities, and annual plan to grow engagement, usage, retention, loyalty, and customer lifetime value.
- Lead the development of integrated product, marketing, and digital strategies across the end-to-end cardholder journey, including onboarding, activation, early engagement, ongoing usage, cross-sell, retention, and re-engagement.
- Translate portfolio objectives, product priorities, customer needs, and market insights into a multi-year lifecycle roadmap, sequenced initiatives, and clear business requirements.
- Build audience, channel, content, offer, and contact strategies using customer research, behavioral data, segmentation, and performance insights to increase relevance and marketing effectiveness.
- Partner with Digital as the lifecycle business lead for marketing technology application.
- Create test and learn plans that improve customer experience and business performance, establishing clear hypotheses, success measures, and decision rules for scaling, refining, or stopping initiatives.
- Define and report on lifecycle key performance indicators, marketing effectiveness, and portfolio outcomes, translating results into actionable insights and recommendations for senior leaders and cross-functional partners.
Requirements
- University degree in Marketing, Business, Commerce, or a related field.
- 7+ years of experience in marketing strategy, lifecycle marketing, customer relationship management, product marketing, portfolio management, or customer engagement.
- Experience in financial services, credit cards, or loyalty is considered a strong asset.
- Demonstrated success developing and executing data-informed marketing strategies that deliver measurable customer and commercial outcomes.
- Strong knowledge of lifecycle marketing, customer journey design, segmentation, personalization, channel strategy, experimentation, optimization, and customer value management.
- Strong product and commercial acumen, with the ability to connect customer needs, product value propositions, marketing investments, and portfolio performance.
- Exceptional communication, storytelling, and influencing skills, including experience presenting complex strategies and recommendations to internal and external partners and to senior leaders.
- Demonstrated strength in project and time management, with a proven ability to coordinate complex workstreams, adapt to shifting priorities, and deliver results across multiple concurrent initiatives.
- Must successfully complete a criminal background check and credit check.
Skills
- Lifecycle Management Strategy
- Product Strategy
- Marketing Strategy
- Digital Strategy
- Customer Journey Mapping
- Onboarding
- Activation
- Engagement
- Product Usage
- Retention
- Loyalty
- Customer Engagement
- Marketing Expertise
- Business Acumen
- Customer Insights
- Roadmap Development
- Data Analysis
- Relationship Building
- Influencing Skills
- Customer-Centric Engagement
- Stakeholder Alignment
- Portfolio Growth
- Audience Strategy
- Channel Strategy
- Content Strategy
- Offer Strategy
- Contact Strategy
- Marketing Technology
- Test and Learn Plans
- Key Performance Indicators (KPIs)
- Marketing Effectiveness
- Customer Relationship Management (CRM)
- Portfolio Management
- Customer Value Management
- Storytelling
- Project Management
- Time Management
Location
- Toronto, ON
Work Type
- Hybrid
Experience Level
- Senior
- 7+ years
Education Level
- University degree in Marketing, Business, Commerce or a related field
Benefits
- Competitive discretionary bonus
- Market leading RRSP match program
- Medical, dental, vision, life, and disability benefits
- Employee Share Purchase Plan
- Maternity/Parental top-up
- Generous vacation policy and personal days
- Virtual events
- Professional development
- Comprehensive Career Development program
About the Company
- EQ is remaking banking so every Canadian gets ahead, every day.
- Serving nearly 4 million Canadians from coast to coast, EQ offers a wide variety of financial services from banking and lending, to trust and credit union solutions.
- Challenging the conventions of traditional banking with smarter, faster, and more connected financial experiences since 1970.
- EQB Inc. (TSX: EQB) is the parent company of Equitable Bank, the country's seventh-largest Schedule I bank by assets, which operates EQ Bank, Canada's Challenger Bank™.
- EQB Inc. serves nearly 4 million Canadians and manages approximately $150 billion in combined assets under management and administration.
Equal Opportunity
- EQ is committed to building an inclusive, accessible environment where every employee feels valued, respected, and supported.
- We believe our organization is stronger — and our people thrive — when we honour and celebrate diverse experiences, identities, and perspectives.
- We’re equally committed to supporting your growth, both professionally and personally.
- We provide a barrier‑free recruitment process and work environment.
- If you require accommodations at any stage, we will work with you to ensure you can bring your best self to the process and beyond.
- As part of our recruitment process, EQ uses AI to help screen, assess, and/or select applicants for this position. All AI-enabled outputs are reviewed and validated by our talent team.
- All candidates considered for hire must successfully complete a criminal background check and credit check.
- While we appreciate every application, an EQ recruiter will contact only those whose skills and experience most closely match the requirements of the role.