Lifecycle Marketing Lead (Remote CAD)

Directive is building a dedicated Lifecycle Marketing practice designed to help clients turn more of the demand they already generate into pipeline, revenue, repeat purchases, expansion, and long-term customer value. We are looking for an Associate Director of Lifecycle Marketing to help build that offering from the ground up. This is a player-coach role from day one. You will be hands-on with strategy, platform architecture, client delivery, and execution while also helping define how Directive approaches Lifecycle Marketing as a practice.

Responsibilities

Help establish how Directive approaches Lifecycle Marketing across both eCommerce and Service/SaaS clients.; Build lifecycle strategies rooted in the client's revenue model, customer journey, data, and business objectives.; Architect end-to-end customer and prospect journeys across acquisition, nurture, conversion, onboarding, retention, expansion, and re-engagement.; Develop segmentation strategies using demographic, firmographic, behavioral, purchase, engagement, lifecycle-stage, and account data.; Identify gaps in existing lifecycle programs and prioritize the highest-impact opportunities.; Build testing roadmaps across messaging, timing, audience, journey structure, offers, and conversion points.; Establish measurement frameworks that connect lifecycle activity to meaningful business outcomes.; Build alongside the team and act not only as a strategy-only leader.; Work across client technology stacks rather than operating within a single platform.; Own relationships, not simply deliver assigned tasks.; Build the offering itself and have autonomy to influence with shared early-stage frameworks.; Finish what is incomplete, improve what can be better, and introduce new approaches when experience suggests a stronger way.; Help Directive determine where Lifecycle Marketing can create value before an engagement begins.; Become one of the people Directive's Sales and Client teams turn to for strong Lifecycle Marketing engagements.

Requirements

Player-Coach Leadership. Initially, time will be spent building and directly delivering client work. As revenue and headcount grow, responsibilities will increasingly include developing the people around you.; 6+ years of experience across Lifecycle Marketing, CRM, marketing automation, retention, or related disciplines.; Meaningful experience supporting B2B, SaaS, Service, or complex eCommerce business models. A purely traditional DTC background is unlikely to be enough for this role.; Hands-on experience architecting lifecycle programs from scratch rather than only optimizing established programs.; Strong understanding of segmentation, automation, customer journeys, trigger logic, experimentation, and lifecycle measurement.; Working expertise in at least two major lifecycle or marketing automation platforms such as HubSpot, Salesforce Marketing Cloud, Pardot, Klaviyo, Marketo, or Attentive.; Experience working with imperfect data and creating practical strategies despite technical limitations.; Strong client-facing communication and the ability to confidently lead conversations with senior stakeholders.; Experience connecting lifecycle activity to pipeline, revenue, retention, expansion, or other meaningful business outcomes.; Previous experience mentoring, managing, or informally developing other marketers.; Ability to move between strategy and execution without seeing hands-on work as 'below' the role.; Strong commercial instincts and comfort participating in scoping, pitching, or expanding client engagements.; Comfort operating in ambiguity and creating structure where little exists today.; A strong point of view paired with a willingness to change that point of view when the data or client context calls for it.

Nice to have

Agency or consulting experience managing multiple clients simultaneously.; Experience supporting both eCommerce and B2B/SaaS lifecycle programs.; Experience with manufacturer, distributor, dealer, reseller, or other channel-driven revenue models.; Experience with ERP environments such as SAP, Oracle, NetSuite, Epicor, or Infor and their relationship to customer and marketing data.; Experience with SMS strategy, technology evaluation, implementation, and optimization.; Experience partnering closely with RevOps, Sales Operations, or Marketing Operations teams.; Experience auditing lifecycle programs and translating findings into paid consulting engagements.; Previous responsibility for scoping, pitching, or selling professional services.; Experience helping build a new capability, department, or service offering.; Platform certifications across HubSpot, Salesforce, Salesforce Marketing Cloud, Klaviyo, or comparable technologies.

Benefits

Medical, dental, vision plans, disability, and life insurance coverage for you and your family; 100% employer-paid plan for you and 50% employer contribution for your dependents (US, CAD, MX); Access to certified therapists through Spring Health and membership to Headspace; Physical therapy through Omada; Aaptiv virtual workouts; Complimentary One Medical membership; Unlimited PTO (2-week minimum); Paid Company Holidays; Your Birthday Off; End of Year Recharge (Closed December 24 - January 1); Paid Parental Leave; Traditional and Roth 401(k) with a 3% company match; Annual bonus based on tenure; Annual company-wide retreat