Marketing and Customer Intelligence Lead / Responsable du Marketing et Intelligence client

Keolis; Montreal; On-site; CAD 70,000 - 90,000; Full time

Job summary

A leading Canadian transportation provider is seeking a Marketing and Customer Intelligence Lead in Montreal. This role integrates customer insights into strategy to shape service design and marketing efforts. With over 7 years of relevant experience, the candidate will gather and analyze data to inform strategies, collaborating with various departments to enhance customer experience. Fluency in both French and English is essential. Join us to revolutionize mobility in Canada.

Benefits

Competitive salary

Performance bonuses

Insurance

Training programs

Career growth opportunities

Qualifications

• Over 7 years of experience in qualitative and quantitative research and marketing strategies.
• Proven experience in customer research and market intelligence.
• Experience in collaborating with cross-functional teams.

Responsibilities

• Gather and analyze customer data from various sources.
• Conduct market and user research to assess preferences.
• Develop reports and dashboards to present findings.

Skills

Customer-centric marketing strategies

Data analysis

Communication skills in French and English

Collaboration

Education

University degree in Business Administration, Marketing, Statistics

Tools

PowerBI

Tableau

MS Office

Job description

Canada Rail, a joint venture between Keolis Canada and SNCF Voyageurs, combines the expertise of Keolis, a global leader in public transport, with the international experience of SNCF Voyageurs in passenger rail, both high-speed and conventional. Together, they leverage their practical knowledge acquired through the operation of passenger rail lines around the world.

Keolis Canada is a leading player in developing innovative, passenger-focused mobility solutions tailored to evolving traveler needs and local community expectations. Its diverse portfolio includes rail transport, intercity and urban transit, tramways, autonomous electric shuttles, and airport transportation.

For over 20 years, Keolis Canada has established itself as a key mobility provider in Canada, operating networks of buses, coaches, and trams in major cities such as Montreal, Quebec City, Toronto, Calgary, Edmonton, Vancouver, Kitchener, and Ottawa. As part of the Keolis Group—70% owned by SNCF and 30% by the Caisse de dépôt et placement du Québec (CDPQ)—we benefit from a network of 70,000 employees across 13 countries, with a turnover of €7 billion (CAD 11 billion).

SNCF Voyageurs is a subsidiary of the SNCF Group, covering the entire travel chain—from sales and transport to maintenance and security—placing the customer at the core, in France and Europe. With over 80 years of experience, SNCF Voyageurs operates under several brands, each targeting specific market segments. It transports over 5 million passengers daily and runs 15,000 trains per day, employing around 67,000 staff. Its revenue reached €20 billion (CAD 31 billion) in 2024.

SNCF Voyageurs’ mission is to provide safe, accessible, and efficient transportation, while promoting ecological transition through rail. It operates high-speed services across France and Europe, along with long-distance, regional, and international high-speed services such as Eurostar, Thalys, and Lyria.

Keolis Canada is proud to participate in the Alto high-speed train project, connecting Quebec to Toronto, as a partner within the Cadence consortium, which includes CPDQ Infra, AtkinsRéalis, SYSTRA Canada, and Air Canada. This consortium was selected by the Canadian government following a rigorous bidding process to develop this project.

With our expertise, we will contribute to this landmark project that aims to revolutionize mobility in Canada for future generations.

And this is just the beginning! As we continue to grow, we seek passionate and talented professionals to help shape the future of high-speed rail in Canada. Many more opportunities will soon be available!

Your Role

By integrating customer insights into strategy, the Marketing and Customer Intelligence Lead will help shape service design and develop effective marketing and go-to-market strategies. Collaborating closely with various departments, this role ensures customer perspectives inform product decisions and project objectives are met.

Key Responsibilities

• Customer Data Collection and Analysis: Gather and analyze data from various sources—satisfaction reports, websites, platforms, and user tests.
• Persona Segmentation and Development: Use demographic, behavioral, and transactional data to identify key segments and refine personas, enhancing understanding of customer needs and preferences.
• Market and User Research: Conduct qualitative and quantitative studies (focus groups, journaling, interviews, feedback) to assess preferences, market trends, and competitive positioning. Identify pain points and suggest improvements based on industry best practices.
• Support Marketing, Sales, and Intermodal Strategies: Contribute to data-driven strategies to optimize customer acquisition, retention, and cross-selling. Collaborate on intermodal projects to enhance customer experience and connectivity.
• Data Visualization and Communication: Develop reports and dashboards, translate data into actionable insights, and present findings to stakeholders during workshops and meetings.
• Cross-functional Collaboration and Industry Monitoring: Work with multidisciplinary teams (operations, design, engineering, product development, customer service) to align strategies with customer expectations. Monitor market trends and publish analyses and recommendations to support strategic planning.

Knowledge and Experience

• Over 7 years of experience in qualitative and quantitative research and in developing marketing strategies; experience in transportation is an asset.
• University degree in Business Administration, Marketing, Statistics, or related field, or equivalent combination of education and experience.
• Proven experience overseeing customer research, sentiment analysis, and market intelligence to support business objectives. Experience in early-stage consumer research is a plus.
• Experience collaborating with cross-functional teams to embed market insights into strategic planning.
• Strong understanding of “design thinking” and “systems thinking” methodologies.
• Knowledge of service design, customer journey mapping, and co-creation techniques.

Key Skills

• Ability to develop and implement customer-centric, data-driven marketing strategies.
• Proficiency in business intelligence tools, including PowerBI, Tableau, and MS Office.
• Understanding of Martech and digital analytics tools.
• Personal qualities: proactive, collaborative, detail-oriented, innovative, and committed to excellence.
• Excellent communication skills, in both French and English, with the ability to present concepts effectively.

Our Values

Respect for People: We foster inclusivity and respect in all interactions.

Integrity: We operate transparently and uphold high ethical standards.

Stewardship: We prioritize sustainability and long-term value for communities and the environment.

Excellence: We pursue continuous improvement and innovation.

Collaboration: We believe in diverse perspectives and teamwork.

Why Join Canada Rail?

• Competitive salary, performance bonuses, insurance, and training programs.
• Unique career growth opportunities within a renowned consortium.
• Collaborative environment working with top railway engineering and operations experts.

At Canada Rail, we promote equal employment opportunities and aim to build diverse, inclusive teams. We encourage applications from First Nations and individuals from diverse backgrounds.

Ready to shape the future of rail in Canada? Apply now and advance your career with us!

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