Director, Lifecycle & Organic Growth

This is a fully remote position, open to applicants in Canada.

📋 Description

• Take charge of the strategy, roadmap, and objectives for Lifecycle and Organic Growth.

• Oversee lifecycle initiatives encompassing onboarding, activation, cross-selling, upselling, reactivation, retention, and servicing.

• Define the approach for organic acquisition across koho.ca, SEO, GEO, app store optimization, and content marketing.

• Implement rigorous measurement for Organic efforts and link organic presence to registrations and activations.

• Integrate owned channels with Paid, Affiliates, and Product to create a seamless customer journey.

• Manage the global control group and incrementality program.

• Direct the experimentation roadmap, which includes A/B tests, holdouts, and multivariate journeys.

• Present performance metrics and strategic plans to the executive team.

• Oversee the Lifecycle operating model, including legal review, quality assurance, launches, and post-launch evaluations.

• Collaborate with Legal and Compliance to ensure accurate, compliant, and auditable customer communications in both English and French.

• Handle incident response and business continuity regarding customer messaging.

• Manage website governance and release protection processes.

• Oversee the owned-channel martech stack and vendor relationships, with Braze as the primary platform.

• Lead, mentor, and develop a team of seven.

⛳️ Requirements

• 10+ years of experience in lifecycle, CRM, or retention marketing within a B2C consumer tech, fintech, or subscription business.

• 4+ years of experience in leadership roles managing teams.

• Proven track record of enhancing business metrics through owned channels, supported by incrementality evidence.

• Extensive hands-on expertise with a modern customer engagement platform; Braze is highly preferred.

• Proficient in journey architecture, segmentation, Liquid personalization, and CDP data integration like Segment.

• Working knowledge of SEO and technical SEO, ASO, content strategy, and AI-driven search discovery.

• Strong analytical skills; comfortable using SQL or collaborating closely with Data teams.

• Prior experience in a regulated industry.

• Excellent executive communication skills.

• Proven experience in managing and retaining engaged teams.

• Currently utilizing AI in everyday work processes.

• Familiarity with Canadian financial services regulations and CASL is a plus.

• Experience with predictive or machine learning-driven personalization.

• Professional working proficiency in French is a nice addition.

• Experience with a headless CMS like Sanity and on-site experimentation is a bonus.

• Must possess legal eligibility to work in Canada.

🏝️ Benefits

• Competitive compensation and equity options.

• Generous vacation allowance.

• Wellness days included.

• Flex Days available for better work-life balance.

• Holiday closure for additional time off.

• Remote-first workplace culture.

• Support for coworking spaces.

• Annual all-hands retreat.

• Access to coaching and professional growth programs.

• Parental leave policies with top-up benefits.

• Comprehensive health insurance coverage.

• Power-up budgets for books, home office setup, phone and internet expenses, AI tools, and professional development opportunities.