Associate Director, Lifecycle Marketing

Please note this role will work in a hybrid environment. The successful candidate must be located near a Canadian Blood Services site in Ottawa - 1800 Alta Vista Drive OR Toronto - 67 College Street and will be working a mixture of on-site and off-site work based on the parameters for our operations to meet the needs of our donors, our staff and our communities. Currently, employees are expected to have an in-person presence for at least 40% of their work time. This requirement may vary depending upon circumstances.

Job category: Communications, marketing and public affairs
Job posting ID: 7044

​Employment status: Regular full-time
Possible schedule/FTE: 1.00 

Classification: PTS/MGT/IT B
Salary/Rate of pay: $129,159 to $145,691

Application deadline: 2025-04-04 
 

Application requirements:

• Your up-to-date resume.
• Job specific cover letter.
• We recommend you save a copy of the job posting for reference throughout the recruitment process.

Do you currently work for Canadian Blood Services? All employees must apply via the internal career page.

 Together, we can make all the difference in the lives of others.

Be part of a dynamic, collaborative and caring organization committed to saving and improving lives. Thousands of patients depend on us every day for reliable access to safe blood, plasma, stem cells and organs and tissues. 

If you are looking for a rewarding experience with a values and mission-driven team, join Canada’s Lifeline and make a meaningful difference.

We acknowledge that the work of Canadian Blood Services spans many Territories and Treaty areas across the country, and we are grateful for the Traditional Knowledge Keepers and Elders who have guided us in this important work. We recognize the land and waters that have inspired our work and offer gratitude to those Indigenous peoples on whose territory we work, live and play.

About the role
Canadian Blood Services is looking for a regular full-time Associate Director, Lifecycle Marketing to join our dynamic Integrated Marketing team in our Donor Engagement and Corporate Reputation division. 

The Integrated Marketing team is responsible for developing and executing comprehensive, integrated marketing strategies aimed at building Canadian Blood Services’ brand, expanding our donor base, and enhancing donor loyalty.

In this role, you will be responsible for optimizing our donor base and driving multi-product penetration through the design and delivery of the lifecycle marketing strategy and plan. You will lead and inspire a high performing team and work collaboratively across marketing and the wider enterprise, this critical marketing leadership role will be accountable for the design and execution of loyalty and lifecycle marketing strategies to deliver class-leading B2B and B2C engagement, retention and customer lifetime value outcomes. The role requires you to thrive in an environment of problem solving, demonstrating advanced business acumen and a strong understanding of data, analytics and technology. To be successful in this role, you must have experience in the design and operationalizing of behavioural segmentation, targeting strategies and value proposition design. 

You will bring extensive, in-depth knowledge of Customer Relationship Management (CRM) software and technologies, experience across addressable channels including email, SMS, outbound calling and push notifications. You must also have end to end campaign management experience including development of marketing automation programs, management of customer contact rules and campaign hierarchy, and directing trigger based (automatic and semi-automatic) and ad-hoc campaigns. You will lead all aspects of our donor retention, recognition and rewards strategies and advance our enterprise CRM maturity – building and executing donor lifecycle journeys that enhance loyalty, meet both high volume and highly specific patient needs, manage donor frequency and optimize agile multi-product participation.

Formula for success

• Leveraging your demonstrated knowledge and expertise, you will develop and execute a comprehensive lifecycle marketing strategy that spans the entire donor journey, from onboarding to retention and loyalty to maximize customer lifetime value.
• Concentrating on your end-to-end campaign management expertise, you will plan and support the execution of high quality, personalized omnichannel strategies to enhance donor retention, frequency, engagement, donor experience, donor optimization, and other business projects. 
• Utilizing your in-depth experience with CRM software and technologies, you will lead the development within SAP CRM multi-channel campaigns to deliver on donor conversion and retention targets with a focus on enhancing the donor experience and driving the health of the donor base. 
• You will oversee SAP CRM segmentation tactics with respect to channel mix with a focus on shifting to digital for all appropriate donor segments. 
• You will lead automated, semi-automated and ad-hoc CRM campaigns to achieve performance metrics across all channels (e.g., email, Automated Voice Messaging (AVM), SMS, Push Notification and other channels as required). 
• Focusing on your ability to take learnings and scaling up to drive performance and results, you will implement A/B testing and enable a test and learn environment within CRM to grow and optimize the donor base. 
• You will design and evaluate donor retention strategies, incorporating personalized communication methods that enhance re-engagement and optimize donor involvement through upselling and cross-selling to meet business objectives. 
• Drawing on your experience with the design of loyalty and lifecycle marketing strategies, you will own the end-to-end strategy and execution of the donor loyalty and recognition programs, ensuring alignment with organizational goals and donor needs, and incentivize engagement, frequency (as appropriate), donor referrals, and advocacy. 
• Leveraging your strong leadership and team management skills and experience, you will provide strong and effective leadership to direct reporting employees. 
• Performs other related duties as required. 

Desired education and skills

• University degree in marketing, digital or other applicable areas of expertise, or equivalent work experience is required. 
• 8-10 years of progressive lifecycle marketing experience (lifecycle strategy, retention, loyalty, upsell and cross-sell).
• In depth experience with CRM software and technologies, email marketing platforms, marketing automation software including trigger based and ad-hoc campaigns and analytics platforms. 
• Minimum of 5 years in a lifecycle marketing team leadership role. 
• Minimum of 5 years’ experience working within CRM, previous experience in Campaign Management module within SAP CRM is considered an asset. 
• Proven experience developing, implementing and overseeing strategic lifecycle marketing initiatives across a broad range of targeted and personalized communication channels that deliver business and customer value. 
• CRM technology-related certification will be considered an asset. 
• An equivalent combination of education, training and experience may be considered.

What we offer you

• 4 weeks' vacation
• Annual performance award up to 10%
• Comprehensive group health, dental and vision benefits for you and your family
• Defined benefit pension plan
• Employee discounts, wellness program, professional resources

What you can expect

• This role will work in a hybrid environment with requirements to be onsite at Canadian Blood Services location a minimum of 40% of the time/ 2 days of the week.
• You may be required to travel quarterly within Ontario, and as required. 

Diversity and inclusion play a vital role in ensuring health equity for patients across Canada. We are committed to reflecting Canada’s population in our organization and fostering an environment where all employees can be their authentic selves, with equal opportunities to succeed and contribute.  

If this role resonates with you, we encourage you to apply by providing your up-to-date resume. This could be your first step towards a meaningful and inspiring career. Come to work each day knowing that you save lives. 

We thank all applicants for their interest. However, only those considered for an interview or those invited to participate in an assessment will be contacted. Emails are sent directly from our system, to ensure you receive them please add donotreply@blood.ca and system@successfactors.com to your safe senders list. 

Applicants who require accommodation should discuss their needs with us.

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