Senior Manager, Lifecycle Management Strategy

About the role

EQ Bank is looking for a Senior Manager, Lifecycle Management Strategy to own the lifecycle strategy for its credit card portfolio. The role defines and executes integrated product, marketing and digital strategies across the cardholder journey, covering onboarding, activation, engagement, usage, retention, loyalty and long-term engagement. It works closely with Product, Digital, Marketing, Data and Analytics, Operations and Finance.

Key responsibilities

• Own the lifecycle engagement strategy for the credit card portfolio, setting the vision, priorities and annual plan to grow engagement, usage, retention, loyalty and customer lifetime value.
• Lead integrated product, marketing and digital strategies across the cardholder journey, from onboarding and activation through usage, cross-sell, retention and re-engagement.
• Turn portfolio objectives, product priorities, customer needs and market insights into a multi-year lifecycle roadmap and sequenced initiatives.
• Build audience, channel, content, offer and contact strategies based on customer research, behavioural data, segmentation and performance insights.
• Partner with Digital as the lifecycle business lead for marketing technology application.
• Create test and learn plans with clear hypotheses, success measures and decision rules for scaling, refining or stopping initiatives.
• Define and report on lifecycle KPIs, marketing effectiveness and portfolio outcomes, turning results into recommendations for senior leaders.

Required profile

• University degree in Marketing, Business, Commerce or a related field.
• 7+ years of experience in marketing strategy, lifecycle marketing, CRM, product marketing, portfolio management or customer engagement.
• Demonstrated success delivering data-informed marketing strategies with measurable outcomes.
• Experience in financial services, credit cards or loyalty is a strong asset.
• Strong project and time management, able to coordinate complex workstreams and multiple concurrent initiatives.

Required skills

• Lifecycle marketing, customer journey design, segmentation, personalization and channel strategy.
• Experimentation, optimization and customer value management.
• Communication, storytelling and influencing, including presenting to senior leaders.