Omnichannel Lifecycle Strategy Lead
Arc'Teryx
Full-time
On-site
North Vancouver, British Columbia, Canada
Department: Commercial – Ecommerce
Reports to: Manager, Lifecycle Strategy
Location: North Vancouver, B.C.
Your Opportunity at ARC’TERYX:
As the Omnichannel Lifecycle Strategy Lead, you will lead CRM efforts that deepen guest engagement across our mobile app and in-store environments, with a primary focus on building and scaling app lifecycle programs. You will own the strategy for app onboarding, engagement, and retention journeys, leveraging CRM data, behavioral triggers, and predictive modeling to deliver personalized, relevant experiences. You will also help shape our data collection strategy, identifying key guest signals such as shopping preferences, favorite stores, favorite activities, product ownership, and in-store interactions that can enhance segmentation and drive more meaningful, individualized experiences across email, app, and SMS.
You will also support retail acquisition efforts by helping to standardize guest data collection at point of sale (POS) and integrating that data into CRM for personalized outreach. Your role will bridge cross-channel communication and data strategies to grow our list, activate key segments, and increase customer lifetime value.
This role is based out of our North Vancouver office and is open to hybrid remote work. Candidates must be eligible to work in Canada.
Meet Your Future Team:
At Arc’teryx, the CRM team is focused on meaningful, data-led relationships with our guests. We build lifecycle strategies across email, app, and SMS to ensure every communication enhances the guest journey and reflects our values. You will work closely with Lifecycle, App, Retail, and Data teams to align communications, optimize acquisition, and drive measurable retention outcomes.
If you were in the Omnichannel Lifecycle Strategy Lead role now, here are some of the core activities you would be doing:
- Leading the strategic regionalization and versioning of guest journeys by leveraging insights from retail data, insights, and country-specific data to deliver tailored lifecycle marketing experiences that resonate with local audiences and drive conversion
- Supporting retail acquisition efforts by helping define and scale CRM data collection at POS (email, app downloads, preferences)
- Collaborating with Data Cloud and Unified Guest Profile (UGP) teams to integrate data and enable cross-channel personalization
- Leading the medium-term lifecycle strategy for the Arc'teryx app, including onboarding, reactivation, and retention journeys
- Developing app messaging that leverages CRM data (RFM, LTV, segmentation) to deliver personalized and relevant experiences
- Identifying key moments in the guest app journey and building communications to support engagement, conversion, and loyalty
- Partnering with the App and Data teams to improve CRM-triggered push messaging and segmentation logic within Braze
- Driving zero- and first-party data collection in the app to support future personalization use cases
- Supporting retail campaigns with coordinated app and email messaging strategies that reinforce brand connection
- Recommending and implementing automated CRM journeys and A/B tests across app, SMS, and email
- Reporting on lifecycle KPIs including app engagement, repurchase rate, churn, and conversion
Here are some of the things you could be working on in the future:
- Orchestrating lifecycle journeys across app and email channels, including retail and e-commerce touchpoints, to deliver cohesive cross-channel experiences
- Expanding the use of predictive models, engagement scoring, and real-time data to power personalized app journeys
- Supporting the CRM roadmap for in-store CRM activation and data integration, especially for guest acquisition and loyalty
Are you our next Omnichannel Lifecycle Strategy Lead?
- You have a Bachelor’s degree in marketing, Data Science, Business, or a related field; advanced degree preferred
- You have 5+ years of experience in CRM, digital marketing, or lifecycle management, particularly in the retail or e-commerce industry
- You possess a strong knowledge of CRM or ESP tools, data architectures, and marketing automation platforms, with experience in Salesforce tools (Marketing Cloud, Einstein, Experience Cloud) and app communication platforms (Salesforce, Braze, Leanplum)
- You are proficient in reporting tools such as Power BI, Adobe Analytics, and/or Google Analytics
- You have proven experience with A/B testing, predictive modeling, and data analysis
- You have excellent analytical skills with the ability to interpret complex data sets and derive actionable insights
- You have demonstrated ability to strategize and implement personalized marketing initiatives
- You are passionate about customer-centered strategies and building meaningful guest relationships.
- You are always thinking in the shoes of the guest
- You consider initiatives that work globally and for the long term
- You believe in innovative, creative, and methodical approach to problem-solving
- You are a strong communicator who can work with cross-functional teams
- You are highly flexible and adaptable when faced with ambiguity
- You can effectively balance autonomy and collaboration
- You inspire breakthrough thinking and continuous improvement
- You seek the best solutions with an unwavering commitment to do what is right
- Your passion for your work paralleled by your passion for getting outside and living it
- You have passion for pursuing audacious goals
$94,000 - $129,000 a year
A reasonable estimate of the pay range is CAD$94,000 - CAD$129,000 at the time of this posting. Within the range, individual pay is determined by factors such as job-related skills, relevant experience, education and/or training. The upper end of the range is typically reserved for candidates with demonstrated expertise that is above job requirements or who bring exceptional directly transferable experience.
Please note that the range details above reflect the base pay only and does not include our competitive bonus program and benefits that we offer.
Equal Opportunity
Arc’teryx is committed to actively creating and fostering a culture of inclusivity where voices are heard, people are seen, and values are respected. We care about the uniqueness of our applicants, employees, and guests, and we do so in a safe space fueled by curiosity and acceptance.
Creating an inclusive workplace is connected to our core value Do Right while also having the added benefit of helping make our business better. We believe inclusion helps us to create a healthier, happier workplace, drive creativity and innovation, and reflect the communities where we operate.
All applicants, employees, and guests can expect equality of opportunity and fair treatment in alignment with our values.
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