Customer Lifecycle Marketing Specialist

Job Summary:

The Customer Lifecycle Marketing Specialist plays a pivotal role in ensuring that customers experience meaningful, personalized, and value-driven engagement at every stage of their journey with D2L. As a key member of the Product Marketing team, this role is responsible for developing and executing lifecycle marketing programs that drive adoption, retention, and expansion. The ideal candidate will leverage data-driven insights to craft targeted communications, optimize customer touchpoints, and create compelling experiences that help users realize the full potential of D2L’s solutions. 

How You'll Make an Impact: 

• Lifecycle Campaign Strategy & Execution 
  
  
  
  • Develop and execute targeted lifecycle marketing campaigns to support customer onboarding, adoption, expansion, and retention. 
  
  
  • Optimize customer touchpoints across email, in-app messaging, webinars, and other channels to enhance engagement. 
  
  
  • Continuously refine and test messaging, content, and timing to improve campaign effectiveness. 
  
  
  
  


• Customer Engagement & Retention 
  
  
  
  • Design and implement proactive engagement strategies that help customers realize the full value of D2L products. 
  
  
  • Create segmented and personalized communication strategies to enhance the customer experience. 
  
  
  • Collaborate with Customer Success, Product, and Marketing teams to align lifecycle messaging with business objectives. 
  
  
  
  


• Marketing Automation & Data Insights 
  
  
  
  • Utilize marketing automation tools to build and optimize customer journeys. 
  
  
  • Analyze customer behavior, engagement metrics, and campaign performance to drive continuous improvements. 
  
  
  • Use data-driven insights to identify churn risks and opportunities for upsell/cross-sell. 
  
  
  
  


• Content & Messaging Development 
  
  
  
  • Work closely with content and product marketing teams to create compelling customer-facing materials.
  
  
  • Ensure messaging is clear, consistent, and aligned with D2L’s brand voice and customer needs. 
  
  
  
  


• Cross-Functional Collaboration 
  
  
  
  • Partner with Sales, Customer Success, and Product teams to ensure a seamless customer experience.
  
  
  • Gather customer feedback to refine lifecycle marketing strategies. 
  
  
  
  

What You'll Bring to the Role: 

• 3+ years of experience in lifecycle marketing, customer marketing, or related fields. 


• Experience working with B2B SaaS or technology-driven products preferred.


• Proven track record of executing multi-channel campaigns that drive customer engagement and retention.


• Hands-on experience with marketing automation tools (e.g., Marketo, HubSpot, Planhat, Salesforce).


• Strong understanding of customer segmentation, email marketing, and retention strategies.  


• Ability to develop and execute long-term customer lifecycle strategies.


• Strong writing and storytelling skills for customer communications. 


• Excellent ability to translate data insights into actionable marketing strategies.


• Ability to juggle multiple initiatives and collaborate across teams.


• AI Acumen.


• Exceptional communication and collaboration skills. 


• Ideally located in Eastern Time zone.

Please note: While this role is remote-friendly, D2L operates in a hybrid work model in certain regions, including Kitchener-Waterloo and Toronto. Specific work arrangements can be discussed during the interview process.