Senior Manager of CRM & Lifecycle Marketing

Open Farm; Toronto; Hybrid; CAD 90,000 - 130,000; Full time

Benefits offered by this job

Health, Medical & Dental Benefits

Wellness Days & Summer Hours

Mental Health Support

Wellness Stipend

Hybrid & Remote Work

Job summary

Open Farm is seeking a CRM & Lifecycle Marketing leader to own the customer relationship post-acquisition, driving retention, LTV, and repeat purchases via email, SMS, and subscription strategy. You’ll own the roadmap for customer communications across the lifecycle and partner with the site team to optimize conversion.

You will manage end-to-end lifecycle programs—welcome series, post-purchase, replenishment, win-back, and loyalty flows—while collaborating with growth to shift focus toward

Qualifications

• 4–6 years in CRM, lifecycle, or retention marketing.
• Experience with subscription-driven business models is a strong plus.
• Strong analytical skills with data-driven decision making.
• Proven track record of building or scaling retention programs.

Responsibilities

• Own end-to-end lifecycle marketing strategy from welcome to loyalty.
• Drive retention and LTV as a primary KPI in collaboration with Growth.
• Manage and optimize subscription program performance (signups, retention, churn).
• Build and refine segmentation and personalization strategies across CRM channels.
• Partner with acquisition/paid teams to support prospect nurture streams.
• Define and report on core CRM metrics (retention, repeat purchases, churn).
• Collaborate with site experience, creative, and product teams on campaigns.
• Manage day-to-day execution with QA and deployment accountability.
• Adopt a test-and-learn mindset for flows, offers, and segmentation.

Skills

CRM Marketing

Lifecycle Marketing

Retention Marketing

Data Analytics

Segmentation

Personalization

Team Leadership

Testing & Optimization

Tools

Klaviyo

Job description

• We’re looking for a CRM & Lifecycle Marketing leader to own the customer relationship post acquisition, driving retention, LTV, and repeat purchase through email, SMS, and subscription strategy
• This role sits at the intersection of retention marketing and subscription management, with a secondary mandate to support top of funnel nurture for prospects
• You’ll own the roadmap for how we talk to customers across their lifecycle, from first purchase through long term loyalty, and partner with the site team to ensure a customer journey that improves conversion
• Own the end-to-end lifecycle marketing strategy: welcome series, post purchase, replenishment, win back, and loyalty flows
• Drive retention and LTV as a primary KPI, partnering with the growth team to shift acquisition heavy thinking toward existing customer revenue
• Manage and optimize subscription program performance (signups, retention, churn, cadence/SKU management) in partnership with subscription tools
• Build and refine segmentation and personalization strategy across CRM channels
• Partner with acquisition/paid teams to support prospect nurture streams, ensuring smooth handoff from acquisition to lifecycle
• Define and report on core CRM metrics: retention rate, repeat purchase rate, subscriber churn, email/SMS attributed revenue, list health
• Collaborate cross functionally with site experience, creative, and product teams on campaign execution and testing roadmap
• Manage day to day execution, either directly or through a coordinator/specialist, with accountability for calendar, QA, and deployment
• Bring a test and learn mindset to flows, offers, and segmentation using data to prioritize the highest impact levers

Benefits

• Health, Medical & Dental Benefits
• Wellness Days & Summer Hours
• Mental Health Support
• Wellness Stipend
• Slack Interest Groups
• Pet Feeding Program
• RRSP and 401(k)
• Hybrid & Remote Work

• Hands on expertise with an ESP/CRM platform (Klaviyo strongly preferred) and subscription management tools
• 4 - 6 years in CRM, lifecycle, or retention marketing, ideally in DTC/ecommerce;
• subscription business experience a strong plus
• Strong analytical skills — comfortable owning reporting and translating data into a prioritized roadmap
• Track record of building or scaling retention programs that measurably moved LTV, repeat rate, or churn
• Experience managing segmentation, personalization, and testing programs at scale
• People management or cross functional leadership experience