Senior Manager - CRM & Lifecycle Marketing

Pet Valu Canada Inc. (Company); Markham; Hybrid; CAD 120,000 - 160,000; Full time

Job summary

Pet Valu Canada Inc. is seeking a Senior Manager, CRM & Lifecycle Marketing in Markham, Ontario.

This hybrid, full-time role leads the customer engagement strategy across email, SMS, push notifications, and in-app messaging to drive acquisition, activation, retention, and loyalty. You will design and optimize customer journeys, leverage analytics to personalize experiences, and collaborate with Loyalty, Analytics, Digital, Merchandising, and external partners to elevate lifecycle marketing.

Qualifications

• 8+ years of progressive experience in CRM, Lifecycle Marketing, Customer Engagement, Loyalty Marketing, Retention Marketing, Marketing Automation, or related customer-focused disciplines.
• 3+ years of people leadership experience, including coaching, mentoring, and developing high‑performing teams.

Responsibilities

• Develop and execute Pet Valu's CRM and lifecycle marketing strategy across email, SMS, push, in-app, and future owned channels.
• Define customer lifecycle journeys that support acquisition, activation, retention, reactivation, and loyalty engagement objectives.
• Establish channel strategies, communication principles, and contact policies that balance customer experience and commercial performance.
• Partner with Loyalty, Merchandising, Digital, and Analytics teams to prioritize customer engagement opportunities.
• Design, implement, and optimize customer journeys using customer data, behavioral triggers, and business priorities.
• Deliver personalized customer communications across lifecycle stages and pet ownership moments.
• Execute programs that increase purchase frequency, customer retention, loyalty participation, and app engagement.
• Ensure campaigns and journeys are delivered consistently and effectively across all CRM channels.
• Owns: Bloomreach Engagement platform business administration and CRM platform optimization.

Skills

CRM & Lifecycle Marketing

People leadership

Marketing Automation

Customer Engagement

Job description

Location: Markham, Ontario

Job Description:

Position: Senior Manager, CRM & Lifecycle Marketing

Type: Full-Time | Hybrid

Location: Markham, ON

Reports to : Director, Marketing /Loyalty Analytics

About Us

Pet Valu is Canada's leading pet specialty retailer, dedicated to strengthening the bond between dedicated pet lovers and their pets. With 50 years of animal care expertise, we operate over 800 stores across Canada under several banners, including Pet Valu, Bosley's, Total Pet, Paulmac's Pet, Tisol & Chico. Guided by our mission to deliver products, care, expertise, and memorable moments, Pet Valu is a place where people build meaningful careers while making a positive impact on pets and communities.

What will you do?

The Senior Manager, CRM & Lifecycle Marketing is responsible for developing and executing Pet Valu's customer engagement strategy across owned channels, store POS including email, SMS, push notifications, in-app messaging, and future customer engagement platforms.

This role owns the design, deployment, optimization, and measurement of customer journeys that drive acquisition, activation, retention, loyalty engagement, and customer lifetime value. Leveraging customer data, analytics, loyalty insights, and personalization capabilities, the Senior Manager will create relevant, timely, and connected experiences across the customer lifecycle.

Working closely with Loyalty, Analytics, Digital, Merchandising, and external technology partners, this leader will help transform customer engagement from campaign-based marketing to personalized, lifecycle-based customer experiences.

Responsibilities

CRM & Lifecycle Strategy

• Owns:
• CRM strategy
• Customer lifecycle framework
• Customer journey design
• Customer contact strategy
• Channel orchestration

• Responsiblities:
  • Develop and execute Pet Valu's CRM and lifecycle marketing strategy across email, SMS, push, in-app, and future owned channels.
  • Define customer lifecycle journeys that support acquisition, activation, retention, reactivation, and loyalty engagement objectives.
  • Establish channel strategies, communication principles, and contact policies that balance customer experience and commercial performance.
  • Partner with Loyalty, Merchandising, Digital, and Analytics teams to prioritize customer engagement opportunities.

Customer Journey & Campaign Management

• Owns:
• Automated journeys
• Triggered communications
• Retention programs
• Loyalty engagement campaigns
• Personalization execution

• Responsibilities:
  • Design, implement, and continuously optimize customer journeys using customer data, behavioral triggers, and business priorities.
  • Deliver personalized customer communications across lifecycle stages and pet ownership moments.
  • Execute programs that increase purchase frequency, customer retention, loyalty participation, and app engagement.
  • Ensure campaigns and journeys are delivered consistently and effectively across all CRM channels.

CRM Platform & Martech Enablement

• Owns:
• Bloomreach Engagement platform business administration
• CRM platform optimization
• Marketing automation capabilities
• Channel enablement roadmap

• Responsibilities:
  • Act as business owner for CRM and marketing automation platforms, including Bloomreach and future engagement technologies.
  • Work with Analytics, Data, IT, and external vendors to ensure customer data and platform capabilities support business needs.
  • Prioritize and implement platform enhancements that improve personalization, automation, and customer engagement.
  • Support future customer app integrations and new customer engagement capabilities.
  • Support implementation of next-best-offer and AI-driven personalization capabilities as they evolve.

Performance, Testing & Optimization

• Owns:
• Campaign performance
• Journey performance
• Test‑learn roadmap
• Optimization strategy

• Responsibilities:
  • Monitor and improve CRM program performance across all channels.
  • Lead A/B testing and experimentation initiatives to optimize customer engagement and commercial outcomes.
  • Partner with Loyalty Analytics /Data teams to measure incremental impact, ROI, and customer behavior changes resulting from CRM programs.
  • Use insights and performance data to continuously improve customer journeys and communication effectiveness.

Leadership & Team Development

• Responsibilities:
  • Build and lead a high‑performing CRM and lifecycle marketing function.
  • Establish best practices for customer journey design, campaign execution, personalization, and testing.
  • Foster a culture of customer‑centricity, accountability, and continuous improvement.
  • Collaborate effective across Marketing, Loyalty, Analytics, Digital, Merchandising, and Technology teams.

Qualifications

• Required:
  • 8+ years of progressive experience in CRM, Lifecycle Marketing, Customer Engagement, Loyalty Marketing, Retention Marketing, Marketing Automation, or related customer-focused disciplines.
  • 3+ years of people leadership experience, including coaching, mentoring, and developing high‑performing teams.
  • Demonstrated s