📌 Core Information
🔹 Job Title: Lifecycle Product Marketing, Lead – Konek
🔹 Company: Interac Corp.
🔹 Location: Toronto, Canada
🔹 Job Type: Full-time
🔹 Category: Marketing
🔹 Date Posted: July 7, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Building and scaling next-generation CRM capabilities from the ground up
- Defining the end-to-end lifecycle strategy and customer lifecycle playbook
- Activating data-driven campaigns to drive usage and loyalty
- Establishing the marketing operating model and advocating for best practices
- Collaborating with banks, merchants, and acquirers on co-branded CRM campaigns
ASSUMPTION: This role requires a strategic, hands-on marketing professional with a strong background in CRM, lifecycle marketing, and cross-channel campaign execution. Familiarity with partner marketing and agency collaboration is also essential.
📋 Key Responsibilities
✅ Act as a thought-leader and build next-generation lifecycle/CRM capabilities, including strategy, customer journeys, infrastructure, and measurement framework
✅ Establish the CRM marketing operating model, advocating for best practices and outlining how internal teams and external agencies collaborate to deliver at scale
✅ Lead partner marketing efforts with bank partners, merchants, and acquirers, co-creating CRM campaigns that align messaging, incentives, and timing to drive usage and loyalty
✅ Design and implement a full-funnel CRM strategy, spanning onboarding, activation, engagement, and re-engagement
✅ Develop a scalable CRM playbook, including segmentation, automation, personalization logic, and testing frameworks
✅ Orchestrate and execute multi-channel, personalized CRM campaigns across email, SMS, push, and in-app across customer segments, using platforms such as Salesforce Marketing Cloud, and a rigour around ideation and experimentation
✅ Track and optimize performance using lifecycle KPIs across onboarding, engagement, cross-sell, and retention stages
✅ Work cross-functionally with product, analytics, compliance, and design teams to ensure CRM is integrated, compliant, and aligned with the broader customer experience
ASSUMPTION: This role involves a high degree of collaboration with various teams and stakeholders, requiring strong communication and project management skills.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field
Experience: 10+ years of experience in CRM, lifecycle marketing, or marketing automation, with a strong track record of building from the ground up
Required Skills:
- Deep expertise in CRM platforms (e.g., Salesforce Marketing Cloud) and cross-channel campaign execution
- Experience leading or co-developing partner marketing initiatives with external brands or channel partners
- Familiarity with agency collaboration and marketing operating model design
- A strong analytical mindset with the ability to derive insights from data and optimize performance
- Excellent cross-functional and partner collaboration skills — able to align diverse stakeholders around shared goals
- Working knowledge of customer data infrastructure, privacy regulations, and marketing compliance (CASL)
Preferred Skills:
- Experience in the financial services industry
- Fluency in French
ASSUMPTION: Candidates with experience in the financial services industry and/or fluency in French may have an advantage in this role.
💰 Compensation & Benefits
Salary Range: CAD 120,000 - CAD 160,000 per year (based on industry standards for a senior marketing role in Toronto)
Benefits:
- Competitive compensation and benefits package
- Education and professional development opportunities
- Work-life balance and flexible work arrangements
- Dynamic and inclusive work environment
Working Hours: Full-time, typically Monday to Friday, 9:00 AM to 5:00 PM (with flexibility for project demands)
ASSUMPTION: The salary range provided is an estimate based on industry standards for similar roles in Toronto. The actual salary may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Financial Services, specifically digital payments and commerce solutions
Company Size: Medium (201-500 employees)
Founded: 1984
Company Description:
- Interac Corp. empowers Canadians to access, spend, and send funds whenever and from wherever they choose
- With nearly 300 financial institutions connected to their network, they enable payment and ID experiences that support Canadians’ accelerated use of safe and digital payments
- Interac champions workplace culture and corporate citizenship based on the principles of responsibility, diversity, and inclusion
Company Specialties:
- Payments
- Payment Technology
- and Financial Technlogy
Company Website: http://www.interac.ca
ASSUMPTION: Interac Corp. is a well-established and trusted financial services company in Canada, with a strong focus on innovation and customer experience.
📊 Role Analysis
Career Level: Senior, Lead role
Reporting Structure: This role reports directly to the Senior Director, Product Marketing
Work Arrangement: On-site, with potential for hybrid or remote work in the future
Growth Opportunities:
- Potential to grow into a management role as the team expands
- Opportunities to work on diverse projects and gain exposure to various aspects of the business
- Chance to make a significant impact on the success of a new digital wallet product
ASSUMPTION: This role offers excellent growth potential for the right candidate, with opportunities to develop both personally and professionally.
🌍 Location & Work Environment
Office Type: Modern, collaborative office space
Office Location(s): 200 Bay Street, Suite 2400, Toronto, Ontario M5J 2J1, CA
Geographic Context:
- Toronto is a multicultural city with a vibrant downtown core and numerous amenities
- The office is conveniently located near public transportation and various attractions
- The city offers a mix of urban and outdoor activities, with numerous parks, museums, and entertainment options
Work Schedule: Monday to Friday, 9:00 AM to 5:00 PM, with flexibility for project demands
ASSUMPTION: The work environment at Interac Corp. is dynamic, collaborative, and inclusive, with a strong focus on employee growth and development.
💼 Interview & Application Insights
Typical Process:
- Phone or video screen with the HR team
- In-depth interview with the hiring manager and/or team members
- Case study or presentation task
- Final interview with the Senior Director, Product Marketing
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Cross-functional collaboration and stakeholder management
- Campaign ideation and execution
- Data analysis and performance optimization
Application Tips:
- Tailor your resume and cover letter to highlight your CRM, lifecycle marketing, and partner marketing experience
- Include specific examples of your accomplishments in these areas
- Prepare for behavioral and situational interview questions that focus on your experience and skills
ATS Keywords: CRM, lifecycle marketing, marketing automation, cross-channel campaign execution, partner marketing, customer journeys, segmentation, personalization, testing frameworks, email marketing, SMS marketing, push notifications, in-app messaging, compliance, collaboration
ASSUMPTION: The application process at Interac Corp. is thorough and competitive, with a strong focus on finding the best fit for the role and the company.
🛠️ Tools & Technologies
- Salesforce Marketing Cloud
- Email marketing platforms (e.g., Mailchimp, Constant Contact)
- SMS marketing platforms (e.g., Twilio, Plivo)
- Push notification platforms (e.g., Urban Airship, VWO Engage)
- In-app messaging platforms (e.g., Appcues, Intercom)
- Data analysis and visualization tools (e.g., Tableau, Power BI)
ASSUMPTION: The specific tools and technologies used in this role may evolve as the company's needs and the product lifecycle change.
👔 Cultural Fit Considerations
Company Values:
- Responsibility
- Diversity
- Inclusion
Work Style:
- Collaborative and team-oriented
- Data-driven and analytical
- Adaptable and responsive to change
Self-Assessment Questions:
- Do you thrive in a collaborative, team-oriented environment?
- Are you comfortable working with data and using it to inform your decisions?
- Can you adapt to change and respond to new challenges quickly?
ASSUMPTION: Interac Corp. values diversity, inclusion, and collaboration, and seeks candidates who align with these principles.
⚠️ Potential Challenges
- Managing multiple stakeholders and competing priorities
- Balancing strategic thinking with day-to-day campaign execution
- Keeping up with the fast-paced and evolving digital payments landscape
- Adapting to a new product and market (the Konek digital wallet)
ASSUMPTION: These challenges can be overcome with strong project management skills, a strategic mindset, and a willingness to adapt and learn.
📈 Similar Roles Comparison
- This role is unique in that it focuses on a new, innovative digital wallet product
- Compared to other CRM or lifecycle marketing roles, this position requires a higher degree of collaboration with external partners (banks, merchants, acquirers)
- Career progression in this role may involve moving into a management or leadership position as the team grows
ASSUMPTION: This role offers a unique opportunity to work on a cutting-edge product and make a significant impact on its success.
📝 Sample Projects
- Developing and executing a multi-channel onboarding campaign for new Konek users
- Collaborating with a bank partner to create a co-branded CRM campaign that drives user engagement and loyalty
- Analyzing customer data to identify segments with high potential for cross-selling or upselling
ASSUMPTION: These sample projects illustrate the strategic, collaborative, and data-driven nature of the role.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and how this role fits within it?
- How does Interac support the growth and development of its employees?
- What are the key performance indicators (KPIs) for this role, and how will success be measured?
- How does Interac approach partner marketing, and what are the expectations for this role in that area?
- What are the biggest challenges facing the Konek digital wallet, and how can this role help address them?
ASSUMPTION: Asking thoughtful, well-researched questions demonstrates your interest in the role and the company.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your CRM, lifecycle marketing, and partner marketing experience
- Prepare for behavioral and situational interview questions that focus on your experience and skills
- Follow up with the HR team one week after submitting your application to confirm receipt
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
