Sr. Manager, Lifecycle and CRM, Tim Hortons

Senior Manager, Lifecycle & CRM (Tims Rewards)

Location: Toronto, Ontario, Canada

Reporting to: Senior Director, Loyalty & CRM

The Senior Manager, CRM & Lifecycle owns the end‑to‑end lifecycle strategy and execution for Tims Rewards, from onboarding through engagement and winback. This role is fundamentally about changing member behaviour — getting the right message to the right member at the right time to drive meaningful action. It translates loyalty strategy into high‑performing CRM programs that influence how members engage with Tims Rewards, working closely with Marketing Communications on creative execution and with Martech teams on deployment.

The focus is on driving member growth, engagement, and GM$ impact through precise, insight‑led lifecycle marketing.

• Own Lifecycle Strategy and Programs
• Define and continuously improve lifecycle journeys designed to shift member behaviour across:
  • Onboarding and early habit formation
  • Frequency growth and deeper engagement
  • Lapsed user reactivation and winback
• Define clear behavioural objectives for each lifecycle stage — what actions are we trying to drive and why
• Identify the moments that matter most in the member journey and build programs that intervene at the right time with the right message
• Drive structured test‑and‑learn plans to continuously optimise behavioural impact
• Partner with Offers teams to align lifecycle programmes with promotional strategy
• Work with the Martech team to ensure lifecycle + CRM objectives are reflected in the roadmap
• Lead CRM Campaign Planning and Execution
• Own end‑to‑end campaign planning and execution across channels (email, push, in‑app, etc.)
• Manage the CRM calendar to ensure content is prioritised with a balance of business objectives and member engagement in mind
• Develop clear briefs and requirements that define audience, behavioural goal, message hierarchy, and success criteria
• Ensure campaigns are delivered accurately, on time, and at scale
• Work closely with Martech to enable precise segmentation, targeting, and deployment
• Partner with Marketing Communications on Creative
• Serve as the primary CRM and lifecycle point of contact with the Marketing Communications team
• Develop clear, insight‑led briefs that articulate the member segment, behavioural objective, and message strategy so creative can be executed effectively
• Provide direction and feedback on creative to ensure it is optimised for CRM performance — not just brand consistency
• Manage the briefing‑to‑delivery workflow to ensure campaigns are produced on time and meet lifecycle requirements
• Champion a performance mindset within the creative process, using data to inform messaging, tone, and calls to action
• Drive Performance and Optimisation
• Monitor campaign and lifecycle performance with a focus on behaviour change:
  • Frequency, habit formation, and retention
  • Engagement (open, click, conversion)
  • GM$ impact
• Identify opportunities to improve targeting precision and message relevance
• Lead ongoing optimisation through structured testing — messaging, segmentation, channel, cadence — with a clear hypothesis‑driven approach
• Strengthen CRM Operations and Processes
• Build and maintain strong campaign planning, briefing, and execution processes
• Improve speed and quality of delivery across all CRM programmes
• Ensure clear documentation and best practices are in place across lifecycle marketing
• Support scalable, repeatable processes as the programme grows

• Lifecycle programmes that demonstrably shift member behaviour across onboarding, engagement, and winback
• CRM campaigns consistently delivered with the right message reaching the right member based on their known needs and behaviours
• Measurable improvements in engagement, frequency and retention
• A strong, productive partnership with Analytics, Martech and Marketing Communications that executes on a high‑performing CRM function
• A clear test‑and‑learn roadmap with ongoing performance improvements

• 6–10+ years in CRM, lifecycle marketing, or loyalty programme management
• Proven track record of building lifecycle programmes designed to change customer behaviour at scale
• Strong campaign…