Senior CRM and Lifecycle Marketing Manager

Willful makes estate planning simple, affordable, and accessible for Canadians. Since 2017, more than 400,000 people have trusted us with their estate planning journey.

Estate planning involves important, often emotional decisions, which means how and when we communicate with customers really matters. Lifecycle marketing at Willful supports customers through complex moments with clear, relevant, and thoughtful communication.

We're looking for a Senior CRM & Lifecycle Marketing Manager who cares deeply about judgment, ownership, and outcomes.

You'll set the strategic direction for CRM and lifecycle marketing, own lifecycle performance across email and SMS, and manage one CRM Specialist, while working cross-functionally to improve the end-to-end customer experience.

This is a newly created role designed to blend responsibilities that are often split across CRM, lifecycle, growth, CX, and product marketing. You'll be expected to recognize opportunities across the full customer lifecycle and work cross-functionally to turn them into results, even when you don't own every lever directly.

This is a senior, hands-on role with clear ownership. You'll set direction, make trade-offs, and remain close to execution. You'll be accountable for lifecycle outcomes, not just activity or output.

This role reports to the Head of Marketing and is best suited to someone who has operated in an agency, startup or high-growth environment, is comfortable with ambiguity, and prefers building and fixing over managing at a distance.

• CRM strategy and leadership: Define the lifecycle vision, priorities, and roadmap across email and SMS, aligned to business goals and customer needs.
• Lifecycle ownership and accountability: Own lifecycle performance across onboarding, conversion, and referral, with accountability for efficiency, effectiveness, and ROI.
• Coaching with accountability: Manage and mentor a CRM Specialist with clear expectations, direct feedback, and follow-through.
• Execution oversight: Oversee production of email and SMS programs using strong judgment around segmentation, triggers, experimentation, and messaging.
• Lifecycle opportunity recognition: Identify when lifecycle challenges are rooted in product experience, CX workflows, or operational friction. Partner with Product, CX, Ops, and Marketing to unlock improvements.
• Resourceful execution: Make progress with imperfect data, limited time, or constrained resources. Make clear decisions without waiting for perfect conditions or alignment.
• CRM tooling ownership: Own the CRM tech stack and roadmap. Manage vendors and ensure tools support execution.

• Lifecycle priorities are focused and tied to outcomes.
• High-impact improvements are shipped quickly.
• Lifecycle performance is clearly owned, measured, and improving.
• Cross-functional partners trust your judgment and follow-through.
• CRM execution quality is high, with minimal gaps between strategy and reality.

• You bring 6–8 years of experience in CRM or lifecycle marketing, ideally in consumer tech or direct-to-consumer (DTC) brands.
• You're comfortable with data and analytics, with hands-on experience pulling reports, interpreting performance data, and using insights to drive strategy.
• You have experience operating in an agency environment, startup or high-growth companies and are comfortable with ambiguity, shifting priorities, and limited resources.
• You act like an owner and take accountability for results.
• You diagnose problems before jumping to solutions and make trade-offs confidently.
• You're comfortable working cross-functionally and influencing outcomes without formal authority.
• You communicate clearly, give direct feedback, and push back thoughtfully when needed.
• You use AI as a tool to support judgment and efficiency, not replace it.

• Experience in regulated or trust-based consumer industries (financial, legal, health).
• SQL or advanced data access skills.

• Anticipated salary range of $110,000 to $140,000. The exact salary will be dependent on the successful candidate's relevant skills, experience, and qualifications
• Participation in…