Senior Manager, Lifecycle Marketing

Are you passionate about building customer loyalty and driving retention through data-driven lifecycle marketing? We’re hiring a Senior Manager, Lifecycle Marketing to help shape how we engage with our travellers at every step of their journey!

ToursByLocals is an online travel marketplace; our platform connects discerning travellers in search of customized, private tours with handpicked tour guides, providing meaningful and memorable travel experiences in over 170 countries, worldwide. Our mission is to Keep Travel Human. Learn more about our hiring process here.

Please note: this is a full-time remote position, based in Canada. You must be legally able to work in Canada. We are unable to sponsor candidates at this time.

As Senior Manager, Lifecycle Marketing at ToursByLocals, you’ll build and optimize high-impact programs that boost engagement, retention, and customer loyalty. Reporting to the SVP of Marketing, you’ll develop and scale smart customer journeys across email, SMS, and more. Your work will shape long-term success-keeping travellers engaged, driving repeat bookings, and turning them into loyal advocates. Sound like you? Apply below!

Your primary goal will be to foster loyalty and keep customers coming back. Here’s how you’ll do that:

• Own, develop and execute the end-to-end lifecycle marketing strategy – create automated, data-driven lifecycle campaigns that drive repeat purchases, engagement, retention and referrals.
• Leverage data and analytics for continuous improvement – define key metrics, analyze customer behaviour, run A/B tests, and refine strategies based on insights.
• Lead segmentation and personalization efforts – ensure the right message reaches the right customer at the right time through data-driven insights.
• Collaborate cross-functionally – partner with product, analytics, content, and brand teams to align lifecycle marketing efforts with broader business goals.
• Lead and develop a high-performance team – manage and mentor direct reports, fostering a culture of continuous improvement and results.

You may be the right person for this role if you:

• Have 6+ years of experience in lifecycle marketing within a B2C environment with a track record of driving engagement, retention and increased LTV.
• Possess hands-on expertise with lifecycle automation & CRM platforms, including email, SMS, and multi-channel strategies using tools like ActiveCampaign and HubSpot.
• Are highly data-driven, and skilled in analyzing customer behaviour, segmenting audiences, and A/B testing strategies using key metrics such as repeat purchase rate, engagement, and LTV.
• Have a proven ability to build and scale automated lifecycle programs, leveraging behavioural triggers, dynamic segmentation, and personalized messaging to create high-performing, repeatable journeys.
• Are an experienced people leader, with experience managing, developing, and mentoring lifecycle marketers while fostering a results-driven culture.
• Thrive in a test-and-learn environment, continuously optimizing campaigns, iterating on strategies, and refining approaches for improved performance.
• Love to learn and grow – you challenge yourself to improve, embrace failures, and continuously develop through experience or formal education.

Some bonuses for us are if you:

• Are skilled in data analysis, with experience using tools like Looker, Tableau, Google Analytics, or Amplitude to pull and analyze customer data.
• Have experience in subscription, loyalty, or membership models.
• Are familiar with advanced segmentation & personalization, leveraging AI-driven or predictive modelling tools to enhance targeting and engagement.
• Have a background in psychological or behavioural marketing, applying consumer psychology, habit formation, and behavioural economics to lifecycle campaigns.

At ToursByLocals, we value diversity and believe great talent comes from all backgrounds. Our travellers and guides come from all walks of life, and so do we! Don’t have 100% of the qualifications we’re looking for? No problem, please still apply!

We are committed to equitable compensation across regions. The hiring range for this role in Canada is $100,000 – $125,000 CAD. We look forward to discussing this with you during our hiring process.

We also want to provide you with a comfortable and accessible recruitment experience. If you require any accommodations to make your application or interview experience more accessible, please let us know when applying or email us at [email protected]’re happy to help!

Why ToursByLocals?

Established in 2008, ToursByLocals is the provider of choice for private tours around the world. With a presence in over 170 countries worldwide, ToursByLocals enriches the travel experience by connecting travellers with our network of over 5,000+ guide partners. Our global team of 150+ supports and engages customers as they seek out-of-the-ordinary journeys. With team members based around the world, we offer comprehensive benefits tailored to each location.

In Canada, some of these benefits include:

Health & Wellness: Comprehensive health and dental coverage for you and your family, plus up to $1,000 annual health spending account.

Home Office Support: A Mac computer, accessories, and furniture to set up your workspace.

Time Off & Flexibility: Three weeks of paid vacation, additional flexible PTO, and the ability to switch statutory holidays.

Explore90 Program: After one year, work from anywhere in the world for up to 90 days per year.

Travel Perks: A 25% discount and an annual voucher for ToursByLocals experiences.

Flexible Work: Work from home or our downtown Vancouver office, with a schedule that fits your needs.

Family Support: Maternity and parental leave top-ups.

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