Senior Lifecycle Marketing Specialist

Title: Senior Lifecycle Marketing Specialist

Employee Working Location: Remote (Canada)

Employment Status: Permanent Full-time

The Canadian Red Cross (Red Cross) – an inspirational not for profit organization, helps people and communities in Canada and around the world in times of need and supports them in strengthening their resilience. As a Canada’s Best Employers 2026, we are committed to having an accessible, diverse, inclusive, and barrier-free work environment.

The Senior Lifecycle Marketing Specialist owns the design, build and optimization of the Canadian Red Cross’s always-on donor lifecycle in HubSpot. This role leads the execution of our audience-first, monthly-first fundraising strategy by designing and optimizing automated donor lifecycle journeys. This role oversees the donor experience across acquisition, conversion, retention, upgrade, and reactivation, using donor insights and behavioural data to drive revenue growth, increase retention, and maximize long-term donor value.

As the owner of lifecycle marketing, the successful candidate will ensure donor data, technology, and communication channels work together to deliver timely, personalized engagement and the right next-best action at every stage of the donor journey.

Working within the Digital Marketing portfolio and reporting to the Senior Manager, Digital Marketing, this senior-level role operates with a high degree of autonomy and collaborates across teams to drive strategic marketing initiatives and outcomes — aligning Digital, Sustainer, Stewardship, Direct Mail and Fundraising Operations around one coordinated donor experience in support of the FY28 audience-first transition and an ambitious 2030 goal.

In this role, you will :

• Lead the development and execution of donor lifecycle marketing strategies, designing and optimizing personalized donor journeys across acquisition, onboarding, retention, upgrade, and reactivation. Leverage donor personas, behavioural insights, and engagement data to drive revenue growth, improve retention, and maximize long-term donor value.
• Own and optimize marketing automation within HubSpot, translating strategy into scalable workflows and trigger-based campaigns. Develop, manage, and continuously improve donor journeys, including welcome, conversion, upgrade, payment recovery, retention, and re-engagement programs, while ensuring the overall health and effectiveness of the automation ecosystem.
• Develop and maintain audience segmentation, lifecycle data models, and performance measurement frameworks. Partner with fundraising, digital, and technology teams to ensure seamless integration across marketing platforms and data sources, enabling accurate targeting, personalized engagement, and effective donor communications.
• Monitor, analyze, and report on lifecycle marketing performance, including acquisition, conversion, retention, reactivation, upgrade, and donor value metrics. Lead testing and optimization initiatives, using data-driven insights to improve campaign effectiveness, donor engagement, and fundraising results.
  
  

Marketing Automation, Data & Performance Management

• Build, manage, and optimize HubSpot automation programs, ensuring efficient, scalable donor journeys and continuous improvement of workflows and campaign performance.
• Develop and execute personalized donor journeys, including onboarding, conversion, retention, upgrade, payment recovery, and reactivation campaigns, using testing and insights to improve results.
• Maintain donor segmentation and data frameworks, leveraging behavioural and giving data to support targeted engagement and personalized donor experiences.
• Monitor and report on lifecycle marketing KPIs, including acquisition, conversion, retention, reactivation, upgrade rates, and donor lifetime value, and support audience activation and retargeting strategies.
  
  

Collaboration, Vendor Management & Compliance

• Collaborate with fundraising and cross-functional teams to deliver a seamless and coordinated donor experience across channels.
• Provide expertise and guidance on lifecycle marketing, audience segmentation, and marketing automation best practices.
• Manage external vendors and consulting partners, overseeing project delivery, performance, timelines, and stakeholder coordination.
• Ensure compliance with privacy, consent, accessibility, and communication requirements while maintaining donor trust and engagement.
  
  

What we are looking for:

• Minimum 6–9 years of relevant experience and a 3-year college diploma or university degree in marketing, digital marketing, philanthropy/fundraising, business administration or a related field — or an equivalent combination of education and experience.
• Demonstrated experience designing and building lifecycle / CRM marketing automation and multi-step donor or customer journeys (acquisition, onboarding, conversion, retention, reactivation, upgrade).
• 6-9 years of hands-on expertise with HubSpot (workflows, lists, properties, reporting); experience integrating marketing automation with a CRM and donation/payment platforms is a strong asset (e.g. Unity, Fundraise Up, Salesmsg).
• Strong grasp of audience segmentation, persona modelling, behavioural triggers, propensity and lifecycle/journey strategy.
• Ability to identify complex problems, analyze interrelated data and platform factors, assess and mitigate risk, and develop solutions using specialized skills.
• Analytical fluency — defining KPIs, reading journey and campaign performance, and turning insight into optimization.
• Communication and influence skills to align stakeholders and drive consensus, often in sensitive or cross-team situations.
• Proficiency in standard computer applications (Microsoft Office Suite) and fundraising/marketing databases; bilingual EN/FR an asset.
  
  

Working Conditions :

• No unusual physical requirements; office-like setting.
• Requires significant attention to detail, concentration, and the ability to mentally process large amounts of information.
• Work pace is often unpredictable with significant time pressures, and requires adapting to frequent and sometimes urgent changes in priorities.
• Work is conducted in an office-like setting and requires the ability to work to deadlines.
• As we work with and support people (managers, colleagues, beneficiaries/customers, volunteers, donors and external partners) and communities in Canada and around the world, applicants whose first language is not English may be required to perform the responsibilities of the role in English.
• Eligibility to work in Canada: At this time, we welcome applications from candidates eligible to work in Canada. If you are not a citizen or permanent resident of Canada, we encourage you to carefully review your visa to find out whether you are eligible to work in the job you are considering applying for. Refer to our FAQ for more information.
• If you are selected for this role, you will be required to complete a successful pre-employment screening process which includes a satisfactory Enhanced Police Information Check (E-PIC).