Job Description

Purpose:

At Armstrong Collective, the parent company of Rocky Mountaineer and Canyon Spirit, we create unforgettable journeys that connect our guests to some of the world’s most iconic landscapes.

Reporting to the Director, Growth & Lifecycle Marketing, the Manager, Lifecycle Marketing owns lifecycle marketing programs across the full guest journey, from conversion through to retention and repeat engagement. The core commercial objective is to maximize guest lifetime value through optimized digital experiences and lifecycle programs. This means evolving Armstrong Collective's approach beyond campaigns toward a personalized, data-driven, test-and-learn model, leveraging segmentation, automation, and experimentation to enable more relevant, one-to-one guest interactions.

Lifecycle marketing is a new and dedicated function at Armstrong Collective; this role offers a genuine opportunity to build and scale the discipline from the ground up.

This role balances strategic leadership with operational excellence, ensuring marketing initiatives are delivered seamlessly, measured effectively, and continuously optimized. The Manager leads a cross-functional team spanning lifecycle marketing, web and digital merchandising, and acts as a key partner to Brand and Content, Digital Product, and Commercial teams.

Key Areas of Accountability:

Lifecycle Strategy & Performance:

• Lead the development and execution of lifecycle marketing strategy across owned channels, with a focus on improving conversion, retention, and loyalty.
• Be accountable for driving B2C lifetime value and revenue per guest through lifecycle and web initiatives.
• Oversee multi-channel lifecycle programs, ensuring alignment with brand, commercial, and guest experience.
• Drive continuous optimization of segmentation, targeting, and journeys.
• Foster a data-driven culture of experimentation and continuous optimization, establishing frameworks for testing, learning and scaling.
• Ensure lifecycle performance is measured accurately and consistently.

Digital Merchandising & Web Management:

• Partner with Product team to coordinate marketing activities for all product launches.
• Oversee digital merchandising and web execution, including CMS management and campaign deployment.
• Lead marketing readiness for releases, including UAT and QA.
• Establish and scale processes and workflows to ensure consistent execution.
• Partner with the Digital Experience product pod to translate marketing needs into requirements and support delivery.
• Partner with Engineering, D&I team and marketing analytics on tracking and tagging implementation.

Commercial & Cross-Functional Collaboration:

• Partner with Commercial and Revenue Management on promotions and go-to-market alignment.
• Collaborate with Brand, Growth, and Social teams to ensure consistency across channels.
• Work closely with Product, IT, and Creative teams to deliver integrated campaigns.
• Contribute lifecycle & web insights and recommendations to support broader marketing planning and optimization.

Team Leadership:

• Lead and develop a high performing team of across digital merchandising and web, and email marketing.
• Set clear expectations and priorities, and ensure alignment across workstreams.
• Foster a collaborative, accountable, and continuous improvement mindset.
• Oversee relationships with external agencies and technology vendors to ensure effective execution and alignment with marketing and business objectives.

Qualifications:

Education, Certification, Licenses:

• Post-secondary education in marketing, business, or related field, or equivalent experience.

Experience:

• 6+ years in lifecycle marketing, digital marketing, or web management.
• 2+ years of people leadership experience.
• Experience driving measurable results through marketing programs.
• Experience working with product/IT teams in Agile environments.

Skills:

• CRM (Salesforce preferred).
• Marketing automation (Marketo preferred).
• CMS (Drupal an asset).
• Analytics, and tagging tools (GA, GTM).
• A/B testing or experimentation tools (Optimizely, VWO, etc.)
• Solid understanding of web platforms and integrations (JIRA preferred).
• Strong understanding of lifecycle marketing, segmentation, and personalization strategies.
• Solid knowledge of web execution and digital merchandising processes.
• Strong communication and stakeholder management skills.
• Excellent reporting skills, capable of delivering complex information succinctly and with actionable insights.

Attributes:

• Highly detail-oriented with a strong operational mindset.
• Collaborative and able to work effectively across technical and non-technical teams.
• Curious and data-driven, with a focus on continuous improvement.
• Comfortable balancing strategy and hands-on execution.
• Adaptable and able to operate in a fast-paced, evolving environment.

Compensation:

• The base salary offered for this role is $100,000 to $110,000 per annum and can vary based on job-related expertise, qualifications, experience and internal equity.
• Eligible for Rocky Mountaineer’s discretionary bonus program.

Eligible Benefits:

Armstrong Collective supports our team members’ health and wellness by providing a comprehensive medical plan with 100% employer paid premiums, some of which includes:

• Medical, Dental, Vision, Life Insurance.
• Short term disability, long term disability benefits.
• Travel emergency assistance.
• Vacation time and sick time.
• Up to 5% RRSP and/or TSFA match.
• Two complimentary annual train tickets after first year of employment.

#Armstrong Collective