Relay is a digital banking platform that gives self-made business owners the tools and know-how to be great with money—bringing clarity, confidence, and control to every dollar earned, so they can turn hard work into lasting success. We do this by replacing financial guesswork with real visibility, transforming cash flow from a constant source of stress into a clear signal owners can use to run stronger, more resilient businesses.

We’re looking for a Senior Lifecycle Marketing Lead to own Revenue products, existing customer engagement, and win-back/reactivation across our product ecosystem. Your mission: building lifecycle programs that drive retention, engagement, and revenue for customers past their first 30 days. You'll partner with Marketing, Product, and Data leadership to turn business priorities into customer journeys that ship and perform.

This is a high-impact individual contributor role for someone who can operate strategically, execute with precision, and build from scratch. You’ll set the lifecycle strategy, establish best-in-class practices, and mentor teammates – while still rolling up your sleeves to launch high-visibility campaigns with urgency and craft. The work you lead will deepen customer relationships, expand product usage, and raise the bar for how lifecycle marketing drives growth across the company.

What You’ll Be Doing

Lifecycle Strategy & Ownership: Own reactivation, win-back, and existing customer engagement across Revenue products and Subscriptions. Partner with PMM and Product on subscription attach, upgrade journeys, and multi-product adoption for customers past their first 30 days. Build programs and measurements from scratch where none exist today
Cross-Funnel Journey Design: Architect multi-channel journeys in Iterable across email, push, SMS, and in-app. Focus on repeatable infrastructure over one-off campaigns. Drive adoption of advanced automation, experimentation frameworks, and platform capabilities while maintaining governance standards for compliance, frequency, and deliverability
Data & Experimentation: Run experiments tied to business KPIs: ARPU, subscription attach, multi-product adoption, churn. Partner with Analytics to define baselines, size opportunities, surface insights, and own reporting for your scope
Cross-Functional Collaboration: Work with Product, Marketing, Data, Design, and Compliance to shape quarterly priorities, align on GTM plans, and turn business objectives into lifecycle programs that ship and perform
Mentorship & Standards: Coach junior and mid-level teammates on campaign builds, experimentation, and craft. Define best practices for QA and workflow automation. Be the escalation point for technical problems in lifecycle platforms
AI Integration: Use AI to accelerate analysis, content development, and experimentation. Identify opportunities to embed AI into lifecycle workflows for personalization, journey optimization, and reporting automation. Introduce repeatable patterns that the team can adopt

Who You Are

You have 5+ years in lifecycle marketing, CRM, or growth marketing
You have a track record of building retention and engagement programs that drive multi-product adoption, subscription growth, or similar revenue outcomes
You bring deep expertise in customer segmentation, behavioural analytics, and journey design across channels
You translate business objectives into clear, effective lifecycle marketing programs
You influence and align cross-functional partners at the manager and leadership level
You are analytical and comfortable turning data into confident decisions
You are proficient in marketing automation platforms: Iterable, Braze, HubSpot, or similar tools
You write strong copy, give creative direction, and maintain quality from brief to launch
You manage complex, cross-functional projects across teams and timelines, using strong project management to maintain momentum and quality

Bonus Points

You are familiar with AI tools for productivity or analysis
You are proficient in SQL
You have experience marketing fintech products to SMB customers

What Success Looks Like

Multi-Product Adoption: Measurable improvements in cross-sell, upsell, and subscription attach rates across existing customer segments
Cross-Funnel Cohesion: Connected customer journeys that reduce drop-off between stages and improve time-to-value for key segments
Platform Advancement: Adoption of advanced automation, experimentation frameworks, or AI workflows that make the team faster and more consistent
Operational Maturity: Documented governance standards, repeatable QA processes, and a predictable campaign cadence with clear accountability
Team Development: Junior and mid-level teammates you coach show measurable skill growth and increased ownership
Cross-Functional Impact: Lifecycle insights that shape product decisions, GTM plans, and retention strategy beyond your direct scope

The Interview Process

Stage 1: A 30-minute Google Meet video call with a member of the Talent team
Stage 2: A 60-minute Google Meet video call with the Director, Lifecycle Marketing
Stage 3: A 45-minute in-person interview with a member of the Leadership team
Stage 4: A take-home case study followed by a 60-minute Google Meet video call with our team

Our Compensation Approach

We believe Relayers should feel rewarded for the impact they have on our mission and growth. Compensation follows impact. As impact increases, compensation grows, and we do not limit compensation changes to a once-a-year review cycle.

The annual salary range for this role is $139,500 CAD to $170,500 CAD.

For candidates who demonstrate full readiness for the defined scope of the role, the typical starting salary is $155,000 CAD. Offers below this point reflect candidates we believe can grow into the full scope of the role with support and development. Offers above this point reflect impact that meaningfully exceeds the role’s defined expectations or an expanded scope from day one.

We encourage you to have a conversation with your recruiter and ask questions about compensation throughout the hiring process. For more information on our compensation philosophy and perks and benefits, visit our Candidate Hub.

Why Relay Might Be the Perfect Fit For You

You push relentlessly for reinvention: You’re built to constantly ask, “How can this be better?” Change excites you and you drive it.
You crave autonomy: We trust our team with big challenges and the freedom to solve them. If you’re someone who takes initiative, is comfortable taking risks, and seeks input when needed, you’ll find the freedom here empowering.
You own your work: You take pride in your work, follow through on commitments, and feel a deep sense of responsibility for outcomes, not just tasks.
You treat comfort as a red flag: You seek growth. When things feel too comfortable, you lean into change. You’re excited about stepping into the unknown and navigating new terrain to create something better alongside your team.
You care about impact, not noise: You care deeply about the substance of your work. You measure success by results, not recognition and you let your work speak for itself.
You’re energized by complexity and ambiguity: You enjoy tackling problems that don’t come with a playbook. You’re comfortable building from scratch, iterating as you go, and collaborating to shape the best path forward.
You seek out feedback: We value directness, clarity, and respect. We believe honesty fuels great work and career growth. You see feedback as a tool for learning and improvement, and you know that open, honest dialogue is key to achieving the best results — together.
You’re here for more than a job: At Relay, everything we do is in service of our mission to help small businesses thrive. To drive impact and have purpose here, that mission must matter to you too.

What’s Important to Us:

Research shows that women-identifying and other marginalized individuals often apply only if they meet 100% of the qualifications. But no one is a perfect match on paper. If this role excites you, we’d love to hear from you and figure out together if it’s a great fit.

At Relay, we believe that diversity is key to building high-performing teams, and creating an inclusive work environment is our priority. We are an equal opportunity employer and welcome people of diverse backgrounds, perspectives, and skills.

We will work with applicants to provide accommodations at any stage of the hiring process. If you require accommodations during the interview process, please email your Talent Partner, and we will work with you to meet your needs.

Disclaimer: For compliance reasons, all offers of employment at Relay are conditional upon a successful background check & employment verification through Certn.