As Manager, Email Lifecycle Marketing, reporting to the Digital Growth Manager, you will own the design, orchestration, and performance optimization of CRM and lifecycle marketing programs. You will translate Growth strategy and Content direction into clear journey frameworks, high-quality email execution, and measurable improvements in engagement and conversion. This is a hands‑on role: you are expected to both lead and directly execute within the CRM platform (HubSpot or Marketo), including building, QA‑ing, and deploying campaigns and journeys where required. You will also serve as the primary owner of CRM data quality and traveller intelligence — structuring behavioural and engagement data to support segmentation, personalization, and propensity modelling in partnership with Growth and data stakeholders. This role sits at the intersection of strategy, data, and execution — ensuring CRM operates as a cohesive intelligence and communications system, not just a series of campaigns. Key Responsibilities Lifecycle Strategy Translation & Journey Design Translate Growth‑defined lifecycle priorities into clear, structured CRM journeys across the traveller lifecycle (acquisition, nurture, post‑trip, re‑engagement). Define triggers, sequencing, timing, and progression logic to ensure journeys are cohesive, measurable, and aligned to funnel objectives. Actively audit and refine existing journeys to improve engagement and conversion. Leverage AI‑assisted tools to accelerate journey design, test logic variations, and identify drop‑off patterns at scale. Traveller Intelligence & Propensity Modelling Serve as B&R's CRM intelligence lead — owning the behavioural and engagement data that powers traveller understanding and predictive targeting. Define and maintain the data inputs (engagement signals, lifecycle stage indicators, trip interest and affinity data) that feed propensity models developed in partnership with Growth and data stakeholders. Translate model outputs (likelihood to inquire, likelihood to book, re‑engagement propensity) into executable segments, journey triggers, and personalization strategies within CRM programs. Monitor model performance and work with stakeholders to refine inputs over time. Traveller Journey Mapping & Visualization Own the mapping and visualization of end‑to‑end traveller CRM journeys. Create clear, accessible frameworks that align touchpoints, triggers, data inputs, and business goals. Use journey maps to enable cross‑functional alignment and ensure shared understanding of lifecycle programs. Translate Content strategy into clear, actionable creative briefs that guide high‑quality email execution. Lead and participate in the end‑to‑end production process across copy, design, personalization, and build. Manage stakeholder review and approval workflows to ensure alignment, maintain momentum, and deliver emails accurately and on time. Use AI‑assisted tools to support brief development, subject line testing at scale, and content variation generation in partnership with the Content Manager. Email Calendar & Program Orchestration Own the CRM/email calendar and ensure coordinated, prioritized deployment of campaigns and lifecycle programs. Align timing and sequencing across Growth, Content, Sales, and Experience teams to avoid overlap, ensure relevance, and maximize impact. Step into campaign build and deployment as needed to ensure deadlines are met. Performance Analysis & Optimization Own CRM performance across engagement and conversion metrics. Analyze results to identify root causes of underperformance and define optimization actions across journeys, segmentation, timing, and creative execution. Partner with Growth on KPI tracking and with Content on creative improvements. Proactively implement changes within the CRM platform to drive measurable performance gains. Define and execute structured testing plans across subject lines, content formats, timing, personalization, and journey logic. Use AI tooling to expand testing velocity where appropriate. Ensure learnings are documented and applied to continuously improve lifecycle performance. Define segmentation and personalization approaches aligned to Growth priorities, traveller behaviours, and propensity model outputs. Ensure strategies are implemented effectively through collaboration with CRM execution resources. CRM Data Architecture & Intelligence Enablement Define, structure, and maintain high‑quality behavioural and engagement data within the CRM to support personalization, segmentation, and propensity modelling. Ensure consistent tracking, tagging, and data frameworks that enable reliable downstream analysis. Partner with Growth and data stakeholders to provide clean, actionable inputs (engagement signals, lifecycle stages, traveller interests, trip affinity indicators) and translate model outputs into executable CRM strategies. Compliance & Best Practices Ensure CRM programs adhere to global privacy standards (GDPR, CASL) and maintain strong list health and deliverability. Stay current on CRM, lifecycle marketing, AI tooling, and email best practices. Qualifications Bachelor’s degree in marketing, business, communications, or a related field. 4–5+ years of experience in CRM, email marketing, or lifecycle marketing. Demonstrated experience with A/B testing, analytics, and campaign reporting. Demonstrated experience improving engagement and conversion through lifecycle optimization Experience working with or alongside propensity models, predictive scoring, or data‑driven segmentation (hands‑on modelling experience is an asset but not required) Proficiency in HubSpot or Marketo; experience with both platforms is a strong asset Working familiarity with AI tools applied to marketing workflows (e.g. content generation, journey optimization, segmentation hypothesis testing) Deep understanding of data privacy regulations (GDPR, CASL). Proven ability to manage CRM systems, campaign workflows, and reporting dashboards. Systems thinker who connects strategy, data, content, and execution into cohesive programs Intellectually curious about traveller behaviour — motivated by understanding why engagement patterns emerge, not just measuring them Data‑driven with strong attention to detail Proactive problem solver focused on improving performance Strong collaborator and communicator who can align cross‑functional teams Comfortable operating in a fast‑paced, entrepreneurial environment Eager to adopt and apply emerging AI and automation capabilities in service of better outcomes Role Clarity & Collaboration Model Digital Growth Marketing Manager (Owns the “Why” and “Where to Focus”) - Defines lifecycle strategy, funnel priorities, KPIs, and experimentation roadmap. Identifies target audiences, growth opportunities, and performance gaps. Partners with Manager, Email Lifecycle Marketing to prioritize which journeys, optimizations, and intelligence investments matter most. Content Manager (Owns the “What We Say”) - Defines content strategy, messaging frameworks, and brand voice. Produces email copy, storytelling, and creative direction. Partners with Manager, Email Lifecycle Marketing to ensure content is structured and adapted for lifecycle performance. Manager, Email Lifecycle Marketing (Owns the “How It Works, Performs & Learns”) - Translates Growth priorities and Content into executable lifecycle journeys. Defines sequencing, triggers, timing, and personalization logic. Leads email production, approvals, and deployment (hands‑on where required). Owns CRM data quality and the intelligence layer — including the inputs to and activation of propensity models. Owns engagement performance and continuously optimizes journeys, segmentation, and execution. How These Roles Intersect in Practice Planning: Growth sets priorities → Manager, Email Lifecycle Marketing translates into journey plans and intelligence requirements → Content aligns messaging to each stage Production: Content provides copy → Manager, Email Lifecycle Marketing briefs, structures, and oversees build → Manager, Email Lifecycle Marketing executes or ensures deployment Intelligence: Manager, Email Lifecycle Marketing structures and maintains data inputs → partners with Growth on propensity model development → activates model outputs as segments and journey triggers Optimization: Manager, Email Lifecycle Marketing analyzes engagement → identifies gaps → partners with Growth (strategy) and Content (creative) to improve performance The Manager, Email Lifecycle Marketing is accountable for ensuring that strategy, content, and traveller data are effectively translated into a cohesive, high‑performing, and continuously improving lifecycle system. This job is an existing vacancy. We use automated tools, including artificial intelligence, to assist with the initial screening of applications. All hiring decisions are ultimately made by a human reviewer. Butterfield & Robinson is an equal opportunity employer committed to creating a diverse and inclusive environment. We consider qualified applicants regardless of race, colour, religion, gender, national origin, sexual orientation, age, citizenship, disability, or gender identity. Accommodation is available on request for candidates taking part in all aspects of the selection process. Please send a cover letter and resume by email to: #J-18808-Ljbffr