Join a Challenger
At EQ, we're remaking banking so every Canadian gets ahead, every day. Serving nearly 4 million Canadians from coast to coast, we offer a wide variety of financial services from banking and lending, to trust and credit union solutions.
We've been at this since 1970, challenging the conventions of traditional banking with smarter, faster, and more connected financial experiences.
What's kept us moving? The people behind it all: challengers who ask better questions, push back on old assumptions, and look for a better way forward.
If you're driven to help reshape how banking works for Canadians and the businesses that power our economy, this could be your next big opportunity.
We can’t wait to get to know you!
The Senior Manager, Lifecycle Management Strategy, is the owner of lifecycle strategy for the credit card portfolio. The role defines and executes integrated product, marketing and digital strategies across the cardholder journey to drive onboarding, activation, engagement, product usage, retention, loyalty and long-term customer engagement.
Combining product knowledge, deep marketing expertise and business acumen, the Senior Manager translates customer insights, portfolio priorities and market opportunities into an actionable lifecycle roadmap. The role partners closely with Product, Digital, Marketing, Data and Analytics, Operations and Finance and teams to deliver coordinated customer experiences and measurable business outcomes.
The successful candidate will possess a unique blend of marketing strategy, product, and analytical expertise, coupled with exceptional relationship-building and influencing skills. Working collaboratively with internal teams and external partners, they will lead the development of customer-centric engagement strategies, align stakeholders around shared business objectives, and identify innovative opportunities to strengthen customer relationships and accelerate portfolio growth.
Core Responsibilities
Own the lifecycle engagement strategy for the credit card portfolio, establishing the vision, strategic priorities and annual plan to grow engagement, usage, retention, loyalty and customer lifetime value.
Lead the development of integrated product, marketing and digital strategies across the end-to-end cardholder journey, including onboarding, activation, early engagement, ongoing usage, cross-sell, retention and re-engagement.
Translate portfolio objectives, product priorities, customer needs and market insights into a multi-year lifecycle roadmap, sequenced initiatives and clear business requirements.
Build audience, channel, content, offer and contact strategies using customer research, behavioural data, segmentation and performance insights to increase relevance and marketing effectiveness.
Partner with Digital as the lifecycle business lead for marketing technology application.
Create test and learn plans that improve customer experience and business performance. Establish clear hypotheses, success measures and decision rules for scaling, refining or stopping initiatives.
Define and report on lifecycle key performance indicators, marketing effectiveness and portfolio outcomes. Translate results into actionable insights and recommendations for senior leaders and cross-functional partners.
Let's Talk About You!
University degree in Marketing, Business, Commerce or a related field
7+ years of experience in marketing strategy, lifecycle marketing, customer relationship management, product marketing, portfolio management or customer engagement.
Experience in financial services, credit cards or loyalty is considered a strong asset.
Demonstrated success developing and executing data-informed marketing strategies that deliver measurable customer and commercial outcomes.
Strong knowledge of lifecycle marketing, customer journey design, segmentation, personalization, channel strategy, experimentation, optimization and customer value management.
Strong product and commercial acumen, with the ability to connect customer needs, product value propositions, marketing investments and portfolio performance.
Exceptional communication, storytelling and influencing skills, including experience presenting complex strategies and recommendations to internal and external partners and to senior leaders.
Demonstrated strength in project and time management, with a proven ability to coordinate complex workstreams, adapt to shifting priorities, and deliver results across multiple concurrent initiatives.
Equity, Diversity & Inclusion
EQ is committed to building an inclusive, accessible environment where every employee feels valued, respected, and supported. We believe our organization is stronger — and our people thrive — when we honour and celebrate diverse experiences, identities, and perspectives. We’re equally committed to supporting your growth, both professionally and personally.
We provide a barrier‑free recruitment process and work environment. If you require accommodations at any stage, we will work with you to ensure you can bring your best self to the process and beyond.
As part of our recruitment process, EQ uses AI to help screen, assess, and/or select applicants for this position. All AI-enabled outputs are reviewed and validated by our talent team. All candidates considered for hire must successfully complete a criminal background check and credit check. While we appreciate every application, an EQ recruiter will contact only those whose skills and experience most closely match the requirements of the role.
EQB Inc. (TSX: EQB) is the parent company of Equitable Bank, the country's seventh-largest Schedule I bank by assets, which operates EQ Bank, Canada's Challenger Bank™. EQB Inc. serves nearly 4 million Canadians and manages approximately $150 billion in combined assets under management and administration.
To learn more, visit eqb.investorroom.com and eqbank.ca.
Skills Required
- University degree in Marketing, Business, Commerce, or a related field
- 7+ years of experience in marketing strategy, lifecycle marketing, customer relationship management, product marketing, portfolio management, or customer engagement
- Experience in financial services, credit cards, or loyalty
- Demonstrated success developing and executing data-informed marketing strategies that deliver measurable customer and commercial outcomes
- Strong knowledge of lifecycle marketing, customer journey design, segmentation, personalization, channel strategy, experimentation, optimization, and customer value management
- Strong product and commercial acumen, connecting customer needs, product value propositions, marketing investments, and portfolio performance
- Exceptional communication, storytelling, and influencing skills, including presenting complex strategies and recommendations to partners and senior leaders
- Strength in project and time management, coordinating complex workstreams and concurrent initiatives while adapting to shifting priorities
What We Do
MakeBank on everyday banking: Earn high interest on every dollar Say no to fees No minimum balances Powered by Equitable Bank, a Schedule I Canadian Bank EQB Inc. (formerly Equitable Group Inc.) trades on the Toronto Stock Exchange (TSX: EQB and EQB.PR.C), directly serves over 607,000 Canadians through its wholly owned subsidiary Equitable Bank, Canada's Challenger Bank™, and serves over 200 Canadian credit unions that serve over 6 million of their members with products and services. Equitable Bank has grown to become Canada's 7th largest independent Schedule I bank with over a $119 billion in assets under management and assets under administration, and a clear mandate to drive real change in Canadian banking to enrich people's lives. At Equitable Bank, we are as invested in our employees as we are in our business. That’s why we are consistently recognized as one of Canada's Top Employers – a rating that comes from our 1,800 employees. Equitable Bank’s inclusive, welcoming, and pride-inducing workplace earned it the honour of being recognized as one of the top 50 organizations on the 2023 list of Canada’s Best Workplaces™. Founded over 50 years ago, Equitable Bank provides diversified personal and commercial banking, and through its EQ Bank platform (eqbank.ca), which has been named #1 Bank in Canada for three consecutive years on the Forbes World's Best Banks list for 2021, 2022, and 2023. Equitable Bank website: www.equitablebank.ca EQ Bank website: www.eqbank.ca Specialties Lending, Mortgages, Residential Lending, Commercial Lending, Reverse mortgages, Insurance lending, Equipment leasing , Credit Union, Trust, and Funds Management
