Lifecycle Marketing Lead (Remote CAD)

We use Customer Generation (a marketing methodology developed by us) to cut through the noise. Forget MQLs—we’re here to drive pipeline, fuel SQLs, and scale brands that are serious about growth. From Paid Media and SEO to CRO, RevOps, and Go-To-Market Strategy, we build marketing engines that win in SaaS and across B2B industries.

We move fast. We think boldly. We are elite. We hire people who challenge the status quo and push campaigns past what’s expected - sparking demand for bold, innovative brands. If you live for performance, love solving hard problems, and want your work to actually mean something, you’ll fit right in.

But here’s the fun part—we don’t just deliver results; we’re shaping the future of marketing. Ready to build something that breaks the mold?

Directive is building a dedicated Lifecycle Marketing practice designed to help clients turn more of the demand they already generate into pipeline, revenue, repeat purchases, expansion, and long-term customer value.

We are looking for an Associate Director of Lifecycle Marketing to help build that offering from the ground up.

This is a player-coach role from day one. You will be hands-on with strategy, platform architecture, client delivery, and execution while also helping define how Directive approaches Lifecycle Marketing as a practice. As the offering grows, you will help hire, mentor, and develop the team around you while continuing to stay close to our most strategic and complex client work.

You will have significant autonomy to shape the practice, including our methodology, service offerings, delivery model, technology recommendations, measurement frameworks, and how we bring Lifecycle Marketing to market. You will work closely with the Director and Managing Director, who will provide strategic direction, support, and partnership while giving you room to build.

This is not a role for someone looking to inherit a finished playbook. We have a strong starting point, but we are looking for someone with the experience and point of view to challenge it, improve it, and help us create something meaningfully differentiated.

Our Lifecycle Marketing practice supports two fundamentally different revenue models. You need to be able to operate across both and teach others how to do the same.

eCommerce

• Direct Commerce Retention: Distributors, manufacturers, and other businesses with a direct purchasing relationship and trackable order history.

• Channel & Partner Enablement Lifecycle: Manufacturers selling through distributors, dealers, resellers, or other channel partners. In these environments, the lifecycle audience may be the channel partner rather than the end buyer.

Service & SaaS

• Lead Nurture & Pipeline Acceleration: Our Service and SaaS clients generate handraisers across paid media, organic, events, content, and other acquisition channels. Lifecycle Marketing helps turn those handraisers into qualified opportunities and customers in partnership with the client's sales and BDR teams.

• Customer Expansion & Subscription Growth: Once a prospect becomes a customer, Lifecycle Marketing can help deepen that relationship.

• Build lifecycle strategies rooted in the client's revenue model, customer journey, data, and business objectives.

• Architect end-to-end customer and prospect journeys across acquisition, nurture, conversion, onboarding, retention, expansion, and re-engagement.

• Develop segmentation strategies using demographic, firmographic, behavioral, purchase, engagement, lifecycle-stage, and account data.

• Identify gaps in existing lifecycle programs and prioritize the highest-impact opportunities.

• Build testing roadmaps across messaging, timing, audience, journey structure, offers, and conversion points.

• Establish measurement frameworks that connect lifecycle activity to meaningful business outcomes.

• You will be expected to build alongside the team and act not only as a strategy-only leader.

• You will work across client technology stacks rather than operating within a single platform.

• As a senior member of the practice, you will own relationships, not simply deliver assigned tasks.

• A meaningful part of this role is building the offering itself.

• You will have the autonomy to influence as you begin with shared early-stage frameworks, not rigid rules.

• We expect you to finish what is incomplete, improve what can be better, and introduce new approaches when your experience tells you there is a stronger way to solve the problem.

• As a foundational leader of the offering, you will also help Directive determine where Lifecycle Marketing can create value before an engagement begins.

• Over time, you will become one of the people Directive's Sales and Client teams turn to when they need to understand what a strong Lifecycle Marketing engagement should look like.

• Player-Coach Leadership. Initially, time will be spent building and directly delivering client work. As revenue and headcount grow, responsibilities will increasingly include developing the people around you.

• 6+ years of experience across Lifecycle Marketing, CRM, marketing automation, retention, or related disciplines.

• Meaningful experience supporting B2B, SaaS, Service, or complex eCommerce business models. A purely traditional DTC background is unlikely to be enough for this role.

• Hands-on experience architecting lifecycle programs from scratch rather than only optimizing established programs.

• Strong understanding of segmentation, automation, customer journeys, trigger logic, experimentation, and lifecycle measurement.

• Working expertise in at least two major lifecycle or marketing automation platforms such as HubSpot, Salesforce Marketing Cloud, Pardot, Klaviyo, Marketo, or Attentive.

• Experience working with imperfect data and creating practical strategies despite technical limitations.

• Strong client-facing communication and the ability to confidently lead conversations with senior stakeholders.

• Experience connecting lifecycle activity to pipeline, revenue, retention, expansion, or other meaningful business outcomes.

• Previous experience mentoring, managing, or informally developing other marketers.

• Ability to move between strategy and execution without seeing hands-on work as "below" the role.

• Strong commercial instincts and comfort participating in scoping, pitching, or expanding client engagements.

• Comfort operating in ambiguity and creating structure where little exists today.

• A strong point of view paired with a willingness to change that point of view when the data or client context calls for it.

• Agency or consulting experience managing multiple clients simultaneously.

• Experience supporting both eCommerce and B2B/SaaS lifecycle programs.

• Experience with manufacturer, distributor, dealer, reseller, or other channel-driven revenue models.

• Experience with ERP environments such as SAP, Oracle, NetSuite, Epicor, or Infor and their relationship to customer and marketing data.

• Experience with SMS strategy, technology evaluation, implementation, and optimization.

• Experience partnering closely with RevOps, Sales Operations, or Marketing Operations teams.

• Experience auditing lifecycle programs and translating findings into paid consulting engagements.

• Previous responsibility for scoping, pitching, or selling professional services.

• Experience helping build a new capability, department, or service offering.

• Platform certifications across HubSpot, Salesforce, Salesforce Marketing Cloud, Klaviyo, or comparable technologies.

What We Offer

• Compensation for this role includes a competitive base salary. The annual base salary range for this position based in Canada is $130-160k CAD. This salary range is an estimate, and the actual salary may vary based on Directive's compensation practices, job related skills, and depth of experience.

• 🙏 Medical, dental, vision plans, disability, and life insurance coverage for you and your family that fit your lifestyle

  • Including a 100% employer-paid plan for you and a 50% employer contribution for your dependents (US, CAD, MX)

• Benefits to Support the Whole Person:

  • 🧠 Mental - Access to certified therapists through Spring Health, membership to Headspace

  • 💪 Physical - Physical therapy through Omada, thousands of Aaptiv virtual workouts, complimentary One Medical membership for primary and virtual care

  • 🛫 Time Off - Unlimited PTO (2-week minimum), Paid Company Holidays, Your Birthday Off, End of Year Recharge (Closed December 24 - January 1), Paid Parental Leave

  • 💰 Financial - Traditional and Roth 401(k) with a 3% company match

  • 🌟 Bonus - Annual bonus based on tenure, which scales in total amount over time

  • 🌴 Annual Company-wide Retreat

Work Environment Requirements

As a remote-first company, you’ll have the ability to work from your home office. For some positions, as posted, we will accommodate global opportunities where we have established businesses, including Canada, Mexico, and the UK. For global locations, you must have established and current work authorization and permanently reside in that country.

This role has the opportunity to operate 100% virtually from your home office. We primarily collaborate with our colleagues through virtual meetings (Zoom), and Slack. In this role, you will be required to operate a laptop computer (PC or Mac available), computer software platforms, and other office productivity tools as necessary. Due to the nature of this role, you must be able to remain stationary for extended periods, must be able to observe and interpret written and/or verbal communication, must have reliable internet access, and a professional background.

To perform this job successfully, an individual must be able to perform each essential job duty satisfactorily. Reasonable accommodations may be made to enable qualified individuals with disabilities to perform essential job functions.

If you require reasonable accommodations in completing this application, interviewing, completing any pre-employment testing, or otherwise participating in the employee selection process, direct your inquiries to [email protected].

Additional Information

At Directive, one of our core values is People First. We’re committed to fostering a more diverse and inclusive culture in the digital landscape. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status.