Lifecycle Strategy Lead - FTC

Lifecycle Strategy Lead

Toronto, hybrid

DEPT® is a Growth Invention company built to help the world’s most ambitious brands grow faster. Operating at the intersection of technology and marketing, our 4,000+ specialists deliver growth invention services across Brand & Media, Experience, Commerce, CRM, and Technology & Data. Clients include Google, Lufthansa, Meta, eBay, and OpenAI. We have been certified B Corp and Climate Neutral since 2021.

This role is part of our Global Studios team. We create emotive yet conversion‑focused ideas, products and campaigns at scale and speed. Our specialty is hyper‑personalised, digital communications that change perceptions, shape new behaviours, and shift market share for our clients.

As a Lifecycle Strategy Lead, you translate CRM and Digital Marketing strategy into concrete, scalable lifecycle programmes. You define what customers experience, when they experience it, and why, across the full customer lifecycle.

Operating at management level, you bridge high‑level CRM strategy and hands‑on execution. You design lifecycle frameworks, journeys, and segmentation that guide CRM Activation and Engineering teams, ensuring that customer interactions are timely, relevant, and aligned with both business objectives and customer experience principles.

You own the tactical journey layer: turning strategic intent into actionable lifecycle designs that can be executed, measured, and optimised over quarterly and yearly planning horizons.

• Design detailed end‑to‑end lifecycle blueprints, including welcome, onboarding, engagement, upsell, retention, loyalty, and win‑back programmes;
• Define audiences, segmentation logic, triggers, lifecycle moments, and messaging principles across touchpoints;
• Own the “what” and “when” of customer interactions throughout the lifecycle;
• Brief Email Consultants on journey intent, structure, KPIs, and execution requirements, while partnering closely with CRM Engineers to define data needs, tracking, and technical dependencies;
• Collaborate with content, media, and data teams to optimise cross‑channel orchestration and maximise client performance;
• Identify gaps and opportunities across the lifecycle and proactively propose improvements;
• Leverage data‑driven insights and lifecycle performance metrics (KPIs, conversion, retention) to inform strategic recommendations and optimisation initiatives;
• Ensure all lifecycle journeys and content align with strategic goals, CX principles, and brand guidelines;
• Act as the client lead on accounts, providing guidance and mentorship to junior and medior consultants.

• At least 5 years of experience in CRM, marketing automation, lifecycle marketing, or customer journey design.
• Strong understanding of customer behaviour, lifecycle thinking, and segmentation models.
• Hands‑on experience with one or more CRM platforms (like Salesforce Marketing Cloud, Bloomreach, Adobe Campaign, Microsoft Dynamics, SAP Emarsys, etc.).
• Proven ability to translate abstract strategy into clear, actionable lifecycle designs.
• A data‑informed, performance‑driven mindset with strong familiarity with CRM KPIs.
• Confidence in client‑facing environments, able to clearly explain lifecycle concepts and impact.
• A structured way of working, with strong stakeholder management and collaboration skills.
• Experience in an agency or complex, multi‑disciplinary environment is a plus.

The anticipated annual salary range for this position is $90,000 - $100,000 CAD. Salary is based on relevant experience, expertise, and organizational impact.

• A flexible, hybrid working policy.
• An excellent salary based on experience and equal pay policies.
• Mental health support, and company sick pay scheme.
• 15 days paid holiday annually (plus Public Holidays).
• Refreshments are provided in the office all week.
• Enhanced family‑friendly policies to support new parents.
• Social and Cultural Events, plenty of opportunities to connect with colleagues through organised activities and celebrations.
• Inspirational Talks, bringing the outside in with regular guest speakers and events.
• Learning and Development, supporting your growth with continuous opportunities to learn…