Sr. Manager, Lifecycle and CRM, Tim Hortons, Canada

Senior Manager, Lifecycle & CRM (Tims Rewards)

Location: Toronto, Ontario, Canada. Reporting to: Senior Director, Loyalty & CRM.

Role Summary

The Senior Manager, CRM & Lifecycle owns the end-to-end lifecycle strategy and execution for Tims Rewards, from onboarding through engagement and winback. This role focuses on changing member behaviour by delivering timely, insight-led lifecycle marketing that drives member growth, engagement and GM$ impact.

What You'll Be Responsible For

1. Own Lifecycle Strategy and Programs
   • Define and continuously improve lifecycle journeys to shift member behaviour across onboarding, early habit formation, frequency growth, deeper engagement, and lapsed user reactivation.
   • Define clear behavioural objectives for each lifecycle stage.
   • Identify key moments in the member journey and build programs that intervene at the right time with the right message.
   • Drive test‑and‑learn plans to optimize behavioural impact.
   • Partner with offers teams to align lifecycle programs with promotional strategy.
   • Work with Martech to ensure lifecycle and CRM objectives are reflected in the roadmap.
2. Lead CRM Campaign Planning and Execution
   • Own end‑to‑end campaign planning and execution across channels such as email, push, and in‑app.
   • Manage the CRM calendar to balance business objectives and member engagement.
   • Develop clear briefs that define audience, behavioural goal, message hierarchy, and success criteria.
   • Ensure campaigns are delivered accurately, on time, and at scale.
   • Work with Martech to enable precise segmentation, targeting, and deployment.
3. Partner with Marketing Communications on Creative
   • Serve as the primary CRM and lifecycle point of contact with the Marketing Communications team.
   • Develop insight‑led briefs that articulate segment, behavioural objective, and message strategy.
   • Provide direction and feedback on creative to optimize CRM performance.
   • Manage the briefing‑to‑delivery workflow to ensure on‑time production that meets lifecycle requirements.
   • Champion a performance mindset in creative, using data to guide messaging and calls to action.
4. Drive Performance and Optimization
   • Monitor campaign and lifecycle performance with focus on frequency, habit formation, retention, open, click, and conversion metrics, and GM$ impact.
   • Identify opportunities to improve targeting precision and message relevance.
   • Lead ongoing optimization through structured testing—messaging, segmentation, channel, cadence—with clear hypothesis‑driven approaches.
5. Strengthen CRM Operations and Processes
   • Build and maintain strong campaign planning, briefing, and execution processes.
   • Improve speed and quality of delivery across all CRM programs.
   • Ensure clear documentation and best practices for lifecycle marketing.
   • Support scalable, repeatable processes as the program grows.

What Success Looks Like

Lifecycle programs that demonstrably shift member behaviour across onboarding, engagement, and winback; CRM campaigns consistently delivered with the right message reaching the right member; measurable improvements in engagement, frequency, and retention; strong partnerships with Analytics, Martech, and Marketing Communications; and a clear test‑and‑learn roadmap with ongoing performance improvements.

What You Bring

• 6–10+ years in CRM, lifecycle marketing, or loyalty program management.
• Proven track record of building lifecycle programs that change customer behaviour at scale.
• Strong campaign execution experience across digital CRM channels.
• Deep understanding of segmentation, targeting, personalization, and message timing.
• Experience working cross‑functionally with creative, Martech, and analytics teams.
• Data‑driven mindset with the ability to translate behavioural insights into clear marketing action.
• Strong stakeholder management and the ability to influence without direct authority.

Compensation & Benefits

Base salary range: $130,000 – $165,000 CAD. Eligible for annual discretionary bonus and potential equity grants under the long‑term incentive plan.

Benefits include comprehensive paid parental leave, free telemedicine, mental wellness support, and other physical, mental, and financial wellness programs.

Equal Opportunity Employer

Restaurant Brands International and all affiliated companies are equal opportunity and affirmative action employers that do not discriminate on the basis of race, national origin, religion, age, color, sex, sexual orientation, gender identity, disability, veteran status, or any other characteristic protected by applicable laws.

Accommodation is available for applicants with disabilities upon request.

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