Senior Manager, Lifecycle Management Strategy

The 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.  

• 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, optimization 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.