Lifecycle Marketing Manager

📌 Core Information

🔹 Job Title: Lifecycle Marketing Manager

🔹 Company: Borrowell

🔹 Location: Toronto, Canada (Remote)

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: May 2, 2025

🔹 Experience Level: Mid-Senior level

🔹 Remote Status: Remote (with occasional in-person meetings)

🚀 Job Overview

Key aspects of this role include:

• Developing and executing performance marketing strategies for Borrowell’s financial product marketplace
• Optimizing conversion funnels through data-driven experiments and segmentation
• Collaborating cross-functionally to influence lifecycle marketing strategies
• Working with tools like Salesforce Marketing Cloud, Braze, and CDPs to manage campaigns and user data

ASSUMPTION: This role requires a balance of strategic thinking, data analysis, and hands-on campaign management. Candidates should be comfortable working with data and tools to optimize marketing efforts and drive results.

📋 Key Responsibilities

✅ Lead the strategy and execution of Borrowell’s omni-channel performance marketing strategy for the financial product marketplace

✅ Run experiments at both the campaign and strategy level to test new approaches and optimize conversion funnels

✅ Design and implement retargeting, cross-sell, and down-sell campaigns to nurture intent and optimize conversion funnels

✅ Act as a thought leader in lifecycle marketing, influencing strategies for Borrowell’s overarching product and lifecycle vision by collaborating with cross-functional teams

ASSUMPTION: This role involves a mix of strategic planning, hands-on campaign management, and cross-functional collaboration. Candidates should be comfortable working independently and in a team environment.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field

Experience: 3+ years of experience in email management, user segmentation, data analytics, and reporting

Required Skills:

• Proven experience in content personalization via dynamic scripting
• Strong background in email management, testing, deployment, and user segmentation
• Experience working with Salesforce Marketing Cloud, Braze, and CDPs
• Data-driven approach with comfort designing data logic to trigger journeys/emails and analyzing results
• Experience with data visualization tools like Looker or Tableau
• Proven success in running A/B and multivariate tests to optimize top-of-funnel performance
• Ability to communicate ideas, collaborate on execution, and report on results with cross-functional teams

Preferred Skills:

• Basic understanding of SQL for audience segmentation
• Experience working in a fast-paced, high-output, scale-up environment
• HTML/CSS language skills
• Fluency in French

ASSUMPTION: Candidates should have a strong background in lifecycle marketing, email management, and data analysis. Experience with relevant marketing tools and a data-driven approach are essential for success in this role.

💰 Compensation & Benefits

Salary Range: CAD 80,000 - 120,000 per year (based on experience and market rates for mid-senior level marketing roles in Toronto)

Benefits:

• Comprehensive health benefits (medical, dental, vision, and paramedical)
• Additional health benefits (virtual access to nurses, doctors, and mental health professionals)
• Maternity and parental leave top-up
• Wellness benefit ($600 annually)
• WFH reimbursement (for home office equipment)
• Employee development benefit (annual reimbursements for learning expenses)
• Givewell benefit (1 paid volunteer day per year)
• Flexibility (flexible working hours and vacation policy)

Working Hours: Full-time (40 hours per week) with flexible hours and a flexible vacation policy

ASSUMPTION: The salary range is estimated based on market rates for mid-senior level marketing roles in Toronto. Borrowell offers a comprehensive benefits package to support employee well-being and work-life balance.

📌 Applicant Insights

🔍 Company Context

Industry: Financial Services

Company Size: 51-200 employees (Mid-size company)

Founded: 2014 (11 years ago)

Company Description:

• Borrowell is a mission-driven company focused on helping Canadians feel confident about their money
• They empower individuals to take control of their financial futures by providing tools and insights for understanding, building, and using credit effectively
• Borrowell offers comprehensive credit monitoring, personalized financial product recommendations, and innovative services like Credit Builder and rent reporting

Company Specialties:

• Online Lending
• Marketplace Lending
• Personal Finance
• Consumer Loans
• Credit Scores
• Data Analytics
• Savings Accounts
• Wealth Management
• Mortgages
• Credit Monitoring

Company Website: www.borrowell.com

ASSUMPTION: Borrowell is a mid-size company with a strong focus on empowering Canadians to achieve their financial aspirations. They offer a range of financial services and tools to help consumers build and use their credit effectively.

📊 Role Analysis

Career Level: Mid-Senior level (3-5 years of experience)

Reporting Structure: This role reports directly to the VP of Marketing

Work Arrangement: Remote (with occasional in-person meetings and team-building events in Toronto)

Growth Opportunities:

• Potential to grow into a leadership role as the company expands its marketing efforts
• Opportunities to work on diverse campaigns and collaborate with cross-functional teams
• Chance to make a significant impact on Borrowell’s marketing strategy and customer experience

ASSUMPTION: This role offers opportunities for career growth and development within Borrowell’s marketing team. Candidates should be eager to take on new challenges and contribute to the company’s success.

🌍 Location & Work Environment

Office Type: Remote-first with an office in Toronto

Office Location(s): 1 University Ave, Toronto, Ontario M5J 2P1, CA

Geographic Context:

• Toronto is a multicultural city with a vibrant tech industry and a cost of living slightly above the national average
• The city offers a mix of urban and natural environments, with numerous parks, museums, and cultural attractions
• Toronto has a humid continental climate, with warm summers and cold, snowy winters

Work Schedule: Full-time (40 hours per week) with flexible hours and a flexible vacation policy

ASSUMPTION: Toronto offers a diverse and dynamic work environment, with a mix of urban and natural attractions. The remote-first work arrangement provides flexibility and work-life balance for employees.

💼 Interview & Application Insights

Typical Process:

• Phone or video screen with the Hiring Manager
• Take-home assignment to assess marketing skills and strategic thinking
• Final interview with the VP of Marketing and a member of the Marketing team

Key Assessment Areas:

• Marketing strategy and campaign planning
• Data analysis and interpretation
• Communication and collaboration skills
• Problem-solving and adaptability

Application Tips:

• Tailor your resume and cover letter to highlight your relevant marketing experience and skills
• Demonstrate your understanding of lifecycle marketing and data-driven strategies in your application materials
• Prepare for behavioral interview questions that focus on your problem-solving, collaboration, and communication skills

ATS Keywords: Lifecycle Marketing, Performance Marketing, Data Analytics, Email Management, User Segmentation, Content Personalization, Salesforce Marketing Cloud, Braze, CDPs, Campaign Management, A/B Testing, Data Visualization, Cross-functional Collaboration, SQL, HTML/CSS, French

ASSUMPTION: Borrowell’s application process focuses on assessing candidates’ marketing skills, strategic thinking, and fit with the company culture. Candidates should be prepared to demonstrate their expertise in lifecycle marketing and data-driven strategies.

🛠️ Tools & Technologies

• Salesforce Marketing Cloud
• Braze
• CDPs (Blueshift, Hightouch, mParticle, etc.)
• Looker or Tableau

ASSUMPTION: Candidates should have experience with marketing automation tools, CDPs, and data visualization platforms to be successful in this role.

👔 Cultural Fit Considerations

Company Values:

• Empowerment
• Integrity
• Collaboration
• Innovation
• Accountability

Work Style:

• Data-driven and results-oriented
• Collaborative and team-focused
• Adaptable and open to feedback
• Committed to continuous learning and improvement

Self-Assessment Questions:

• How do you stay organized and prioritize your work when managing multiple campaigns and projects?
• Can you provide an example of a time when you used data to inform a marketing strategy or campaign decision?
• How do you approach collaboration and communication with cross-functional teams to achieve shared goals?

ASSUMPTION: Borrowell values candidates who are data-driven, collaborative, and committed to continuous learning and improvement. Candidates should be able to demonstrate their fit with the company’s values and work style in their application materials and interviews.

⚠️ Potential Challenges

• Managing multiple campaigns and projects simultaneously, requiring strong organizational skills and time management
• Working with large datasets and complex marketing tools, which may have a learning curve for candidates new to the platforms
• Occasional in-person meetings and team-building events in Toronto, which may require travel for remote employees
• Balancing strategic planning with hands-on campaign management, which may require adaptability and flexibility

ASSUMPTION: This role presents both strategic and tactical challenges, requiring candidates to be adaptable, organized, and comfortable working with data and marketing tools.

📈 Similar Roles Comparison

• Unlike traditional marketing roles, this position focuses specifically on lifecycle marketing and optimizing conversion funnels
• Borrowell’s mid-size company structure offers opportunities for growth and impact that may not be available in larger enterprises
• This role requires a mix of strategic thinking and hands-on campaign management, which may appeal to candidates interested in both strategic and tactical aspects of marketing

ASSUMPTION: This role offers a unique blend of strategic and tactical marketing responsibilities, with opportunities for growth and impact in a mid-size company setting.

📝 Sample Projects

• Developing and executing a multi-channel campaign to promote a new financial product offering
• Analyzing customer data to identify segments with high potential for cross-selling or upselling opportunities
• Optimizing the customer onboarding journey to improve engagement and reduce churn

ASSUMPTION: These sample projects illustrate the strategic and tactical aspects of the Lifecycle Marketing Manager role at Borrowell, focusing on data-driven decision-making, campaign management, and customer engagement.

❓ Key Questions to Ask During Interview

• How does this role fit into Borrowell’s overall marketing strategy, and how can I contribute to its success?
• Can you describe the team structure and dynamics within the Marketing department?
• What are the most significant challenges facing the Lifecycle Marketing team, and how can this role address them?
• How does Borrowell support the professional development and growth of its marketing team members?
• What is the company’s approach to work-life balance, and how does it support remote employees?

ASSUMPTION: These interview questions focus on understanding the role’s strategic fit, team dynamics, challenges, professional development opportunities, and work-life balance at Borrowell.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant marketing experience and skills
• Prepare for behavioral interview questions that focus on your problem-solving, collaboration, and communication skills
• Follow up with the Hiring Manager one week after submitting your application to express your interest in the role

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.