Customer Lifecycle Marketing Manager - D2L, Remote Canada

AI Summary

This 18-month contract role is for a Customer Lifecycle Marketing Manager at D2L, a Canadian cloud company. Based remotely in Canada, this position is crucial for optimizing how customers experience D2L throughout their journey. Key duties involve designing and operationalizing lifecycle programs to improve customer engagement and reduce churn. Top requirements include 5+ years in lifecycle marketing, experience with B2B SaaS products, and proficiency in marketing automation tools like HubSpot or Salesforce.

About the Opportunity at D2L

D2L is a pioneering Canadian cloud company dedicated to modernizing education and shaping the Future of Work. With a singular mission spanning 25 years, D2L transforms learning globally by providing next-generation learning environments and solutions that engage and inspire learners. This commitment to innovation delivers a personalized, student-centric experience, leading to improved retention, engagement, satisfaction, and results for customers across schools, campuses, and companies. The Customer Lifecycle Marketing Manager plays a critical role in this mission, directly influencing the customer journey and ensuring D2L's solutions provide long-term value. This position is integral to the Customer Success or Customer Marketing team, leveraging data-driven insights and deep customer empathy to build scalable, personalized lifecycle experiences that support D2L's diverse customer base. The focus is on ensuring every customer achieves meaningful outcomes with D2L’s robust and innovative products.

Driving Customer Engagement and Value Realization

As a Customer Lifecycle Marketing Manager at D2L, you will significantly impact how customers interact with the company's innovative products. A core responsibility involves defining and owning the Go-To-Market (GTM) strategy and planning frameworks for product launches, feature releases, and customer growth initiatives, translating company priorities into clear, measurable GTM plans. You will develop and own the comprehensive customer lifecycle strategy, aligning programs with key business objectives such as onboarding effectiveness, product adoption, renewal health, and expansion opportunities. This includes building scalable lifecycle frameworks that support customers from initial implementation through long-term engagement, defining audience segments, and building automation strategies.

Proactive engagement programs are essential to promote adoption, deepen product usage, and mitigate churn risks. This role designs multi-channel communication strategies, including email, in-app messaging, and webinars, tailored to customer needs and behavioural insights. Utilizing customer behavioural data, health metrics, and journey analytics is crucial for prioritizing lifecycle initiatives and monitoring program performance to drive continuous improvements. Expertise in marketing automation tools such as HubSpot, Planhat, or Salesforce is vital for building automated workflows and customer journeys, managing campaigns end-to-end, and ensuring data quality. Furthermore, developing clear, value-oriented messaging and collaborating with Product Marketing and Content teams to produce customer-facing materials ensures a consistent and impactful customer experience across all touchpoints.

Ideal Candidate Profile and D2L's Commitment

D2L seeks a professional with a strategic mindset and a deep commitment to understanding customer needs and driving value realization. The ideal candidate will bring at least five years of experience in lifecycle marketing, customer marketing, or related fields, preferably within B2B SaaS or technology-driven product environments. Proficiency with marketing automation tools like Marketo, HubSpot, 6sense, or Salesforce is essential, alongside a strong understanding of customer segmentation, email marketing, and retention strategies. A proven track record of executing multi-channel campaigns that successfully drive customer engagement and retention is highly valued.

Beyond technical skills, D2L values competencies such as data-driven decision-making, strong writing and storytelling for content development, and effective project management. The role requires adept collaboration and influence across Customer Success, Product, Sales, and Marketing teams, as well as proactive problem-solving abilities. Candidates should also demonstrate AI acumen, leveraging emerging AI tools to support personalization, content generation, and lifecycle optimization. D2L is committed to creating a diverse and inclusive environment, encouraging applications even if not every single qualification is met, as they believe in fostering growth and development for their team members. This role offers an opportunity to contribute to a company that is transforming the way the world learns, providing impactful work and a supportive environment for professional growth.