Senior Lifecycle Marketing Lead

Our mission is to increase the success rate of small businesses. Traditional banking has been a growth limiter rather than a growth enabler for business owners, and we’re changing that. Relay is the all-in-one, collaborative money management platform. We’re building for employer SMBs and their finance function, internal and external, and are focused on delivering a human-centric customer experience. Ultimately, we help SMBs be ‘on the money'.

We’re looking for a Senior Lifecycle Marketing Lead to own Revenue products, existing customer engagement, and win-back/reactivation across our product ecosystem. Your mission: building lifecycle programs that drive retention, engagement, and revenue for customers past their first 30 days. You'll partner with Marketing, Product, and Data leadership to turn business priorities into customer journeys that ship and perform.

This is a high-impact individual contributor role for someone who can operate strategically, execute with precision, and build from scratch. You’ll set the lifecycle strategy, establish best-in-class practices, and mentor teammates – while still rolling up your sleeves to launch high-visibility campaigns with urgency and craft. The work you lead will deepen customer relationships, expand product usage, and raise the bar for how lifecycle marketing drives growth across the company.

What You’ll Be Doing

• Lifecycle Strategy & Ownership: Own reactivation, win-back, and existing customer engagement across Revenue products and Subscriptions. Partner with PMM and Product on subscription attach, upgrade journeys, and multi-product adoption for customers past their first 30 days. Build programs and measurements from scratch where none exist today

• Cross-Funnel Journey Design: Architect multi-channel journeys in Iterable across email, push, SMS, and in-app. Focus on repeatable infrastructure over one-off campaigns. Drive adoption of advanced automation, experimentation frameworks, and platform capabilities while maintaining governance standards for compliance, frequency, and deliverability

• Data & Experimentation: Run experiments tied to business KPIs: ARPU, subscription attach, multi-product adoption, churn. Partner with Analytics to define baselines, size opportunities, surface insights, and own reporting for your scope

• Cross-Functional Collaboration: Work with Product, Marketing, Data, Design, and Compliance to shape quarterly priorities, align on GTM plans, and turn business objectives into lifecycle programs that ship and perform

• Mentorship & Standards: Coach junior and mid-level teammates on campaign builds, experimentation, and craft. Define best practices for QA and workflow automation. Be the escalation point for technical problems in lifecycle platforms

• AI Integration: Use AI to accelerate analysis, content development, and experimentation. Identify opportunities to embed AI into lifecycle workflows for personalization, journey optimization, and reporting automation. Introduce repeatable patterns that the team can adopt

Who You Are

• You have 5+ years in lifecycle marketing, CRM, or growth marketing

• You have a track record of building retention and engagement programs that drive multi-product adoption, subscription growth, or similar revenue outcomes

• You bring deep expertise in customer segmentation, behavioural analytics, and journey design across channels

• You translate business objectives into clear, effective lifecycle marketing programs

• You influence and align cross-functional partners at the manager and leadership level

• You are analytical and comfortable turning data into confident decisions

• You are proficient in marketing automation platforms: Iterable, Braze, HubSpot, or similar tools

• You write strong copy, give creative direction, and maintain quality from brief to launch

• You manage complex, cross-functional projects across teams and timelines, using strong project management to maintain momentum and quality

Bonus Points

• You are familiar with AI tools for productivity or analysis

• You are proficient in SQL

• You have experience marketing fintech products to SMB customers

What Success Looks Like

• Multi-Product Adoption: Measurable improvements in cross-sell, upsell, and subscription attach rates across existing customer segments

• Cross-Funnel Cohesion: Connected customer journeys that reduce drop-off between stages and improve time-to-value for key segments

• Platform Advancement: Adoption of advanced automation, experimentation frameworks, or AI workflows that make the team faster and more consistent

• Operational Maturity: Documented governance standards, repeatable QA processes, and a predictable campaign cadence with clear accountability

• Team Development: Junior and mid-level teammates you coach show measurable skill growth and increased ownership

• Cross-Functional Impact: Lifecycle insights that shape product decisions, GTM plans, and retention strategy beyond your direct scope

Our Commitment to You

• Competitive salary and meaningful equity: Relay employees are Relay owners, complete with equity and a competitive salary.

• Comprehensive health benefits: enjoy full health benefits from day one. We offer flexible Health or Wellness Spending Accounts and medical, dental, and vision coverage for you and your dependents.

• Flexible vacation and time off: every team member starts with 15 vacation days and 5 flex days to use as needed, plus an extra week of office closure during the end-of-year holidays so you can take time off to recharge and come back better for our customers.

• Parental leave with top-up: we offer 12 weeks off with a 100% salary top-up for all full-time employees, regardless of location, and accessible for all parents: birthing, non-birthing, and adoptive.

• Hybrid work environment: we value meaningful collaboration and connection at our Toronto office three days a week, with lunch, snacks, and beverages on us.

• Dog-friendly space: can dogs really make you happy and healthy? We don’t know for sure, but since we don’t want to chance it, our office is 100% floof-friendly.

• Personal and professional growth: through ongoing feedback, mentorship, and coaching, work with peers and leaders who are invested in your growth and success.

• Top-tier equipment: as a Mac-first company, our Toronto offices have everything you need to produce your best work comfortably, from multiple screens to ergonomic seating.

• Social connection: we believe in celebrating our wins with two annual company-wide get-togethers, quarterly team events, happy hours, and special events and networking opportunities with industry leaders.

The Interview Process

• Stage 1: A 30-minute Google Meet video call with a member of the Talent team

• Stage 2: A 60-minute Google Meet video call with the Director, Lifecycle Marketing

• Stage 3: A 45-minute in-person interview with a member of the Leadership team

• Stage 4: A take-home case study followed by a 60-minute Google Meet video call with our team

Why Relay Might Be the Perfect Fit For You

• You push relentlessly for reinvention: You’re built to constantly ask, “How can this be better?” Change excites you and you drive it. 

• You crave autonomy: We trust our team with big challenges and the freedom to solve them. If you’re someone who takes initiative, is comfortable taking risks, and seeks input when needed, you’ll find the freedom here empowering.

• You own your work: You take pride in your work, follow through on commitments, and feel a deep sense of responsibility for outcomes, not just tasks.

• You treat comfort as a red flag: You seek growth. When things feel too comfortable, you lean into change. You’re excited about  stepping into the unknown and navigating new terrain to create something better alongside your team. 

• You care about impact, not noise: You care deeply about the substance of your work. You measure success by results, not recognition and you let your work speak for itself. 

• You’re energized by complexity and ambiguity: You enjoy tackling problems that don’t come with a playbook. You’re comfortable building from scratch, iterating as you go, and collaborating to shape the best path forward.

• You seek out feedback: We value directness, clarity, and respect. We believe honesty fuels great work and career growth. You see feedback as a tool for learning and improvement, and you know that open, honest dialogue is key to achieving the best results — together.

• You’re here for more than a job: At Relay, everything we do is in service of our mission to help small businesses thrive. To drive impact and have purpose here, that mission must matter to you too.

Our Promise

We’re driving real change for small business owners, powered by truly remarkable people. At Relay, you’ll find the confidence to take chances, trust to take initiative, and the support you need to build a career you love. Here, we make sure every team member feels empowered to make big decisions, encourage to ask tough questions, and challenged to take risks that result in work we’re all proud of. We give you the baton–you run the Relay.

What’s Important to Us:

Research shows that women-identifying and other marginalized individuals often apply only if they meet 100% of the qualifications. But no one is a perfect match on paper. If this role excites you, we’d love to hear from you and figure out together if it’s a great fit.

At Relay, we believe that diversity is key to building high-performing teams, and creating an inclusive work environment is our priority. We are an equal opportunity employer and welcome people of diverse backgrounds, perspectives, and skills.

We will work with applicants to provide accommodations at any stage of the hiring process. If you require accommodations during the interview process, please email your Talent Partner, and we will work with you to meet your needs.

Disclaimer: For compliance reasons, all offers of employment at Relay are conditional upon a successful background check & employment verification through Certn.