Senior Manager, Lifecycle Management Strategy

Join a ChallengerAt EQ, we're remaking banking so every Canadian gets ahead, every day. Serving nearly 4 million Canadians from coast to coast, we offer a wide variety of financial services from banking and lending, to trust and credit union solutions.
Join a ChallengerAt EQ, we're remaking banking so every Canadian gets ahead, every day. Serving nearly 4 million Canadians from coast to coast, we offer a wide variety of financial services from banking and lending, to trust and credit union solutions.
We've been at this since 1970, challenging the conventions of traditional banking with smarter, faster, and more connected financial experiences.
What's kept us moving?The people behind it all: challengers who ask better questions, push back on old assumptions, and look for a better way forward.
If you're driven to help reshape how banking works for Canadians and the businesses that power our economy, this could be your next big opportunity.
We can’t wait to get to know you!
The WorkThe Senior Manager, Lifecycle Management Strategy, is the owner of lifecycle strategy for the credit card portfolio. The role defines and executes integrated product, marketing and digital strategies across the cardholder journey to drive onboarding, activation, engagement, product usage, retention, loyalty and long‑term customer engagement.
Combining product knowledge, deep marketing expertise and business acumen, the Senior Manager translates customer insights, portfolio priorities and market opportunities into an actionable lifecycle roadmap. The role partners closely with Product, Digital, Marketing, Data and Analytics, Operations and Finance and teams to deliver coordinated customer experiences and measurable business outcomes.
The successful candidate will possess a unique blend of marketing strategy, product, and analytical expertise, coupled with exceptional relationship‑building and influencing skills. Working collaboratively with internal teams and external partners, they will lead the development of customer‑centric engagement strategies, align stakeholders around shared business objectives, and identify innovative opportunities to strengthen customer relationships and accelerate portfolio growth.
Own the lifecycle engagement strategy for the credit card portfolio, establishing the vision, strategic priorities and annual plan to grow engagement, usage, retention, loyalty and customer lifetime value.
Lead the development of integrated product, marketing and digital strategies across the end‑to‑end cardholder journey, including onboarding, activation, early engagement, ongoing usage, cross‑sell, retention and re‑engagement.
Translate portfolio objectives, product priorities, customer needs and market insights into a multi‑year lifecycle roadmap, sequenced initiatives and clear business requirements.
Build audience, channel, content, offer and contact strategies using customer research, behavioural data, segmentation and performance insights to increase relevance and marketing effectiveness.
Partner with Digital as the lifecycle business lead for marketing technology application.
Create test and learn plans that improve customer experience and business performance. Establish clear hypotheses, success measures and decision rules for scaling, refining or stopping initiatives.
Define and report on lifecycle key performance indicators, marketing effectiveness and portfolio outcomes. Translate results into actionable insights and recommendations for senior leaders and cross‑functional partners.
Let’s Talk About You!
University degree in Marketing, Business, Commerce or a related field
7+ years of experience in marketing strategy, lifecycle marketing, customer relationship management, product marketing, portfolio management or customer engagement.
Experience in financial services, credit cards or loyalty is considered a strong asset.
Demonstrated success developing and executing data‑informed marketing strategies that deliver measurable customer and commercial outcomes.
Strong knowledge of lifecycle marketing, customer journey design, segmentation, personalization, channel strategy, experimentation, optimisation and customer value management.
Strong product and commercial acumen, with the ability to connect customer needs, product value propositions, marketing investments and portfolio performance.
Exceptional communication, storytelling and influencing skills, including experience presenting complex strategies and recommendations to internal and external partners and to senior leaders.
Demonstrated strength in project and time management, with a proven ability to coordinate complex workstreams, adapt to shifting priorities, and deliver results across multiple concurrent initiatives.
What we offer [For full‑time permanent roles]
Competitive discretionary bonus
Market leading RRSP match program
Medical, dental, vision, life, and disability benefits
Employee Share Purchase Plan
Maternity/Parental top‑up while you care for your little one
Generous vacation policy and personal days
Virtual events to connect with your fellow colleagues
Professional development and comprehensive Career Development program
A fulfilling opportunity to join one of the top FinTechs and help create a new kind of banking experience
The incumbent will be working hybrid and in office time will be spent working from EQ Bank’s additional office space located at 2200-25 Ontario Street, Toronto, ON.
Equity, Diversity & InclusionEQ is committed to building an inclusive, accessible environment where every employee feels valued, respected, and supported. We believe our organization is stronger — and our people thrive — when we honour and celebrate diverse experiences, identities, and perspectives. We’re equally committed to supporting your growth, both professionally and personally.
We provide a barrier‑free recruitment process and work environment. If you require accommodations at any stage, we will work with you to ensure you can bring your best self to the process and beyond.
As part of our recruitment process, EQ uses AI to help screen, assess, and/or select applicants for this position. All AI‑enabled outputs are reviewed and validated by our talent team. All candidates considered for hire must successfully complete a criminal background check and credit check. While we appreciate every application, an EQ recruiter will contact only those whose skills and experience most closely match the requirements of the role.
EQB Inc. (TSX: EQB) is the parent company of Equitable Bank, the country's seventh‑largest Schedule I bank by assets, which operates EQ Bank, Canada's Challenger Bank™.
To learn more, visit eqb.Investorroom.Com and eqbank.Ca.
We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses and identifying potential inconsistencies or verification signals in application materials based on available information. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.
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