Manager, Winback Marketing

Reporting to the Director, CRM, DM & Digital

The Manager, Winback Marketing, is responsible for managing acquisitions programs targeting churned, failed trial and inactive subsequent vehicle owner customers across Canada. This includes the development, management and post-implementation review of Winback campaigns; solutioning for new testing, projects and initiatives; and strategic planning for the winback lifecycle.


Campaign Management:

  • Work with channel marketing managers to run effective and efficient multi-channel reactivation and winback campaigns, including direct mail, outbound telemarketing and digital channels
  • Manage cross-campaign schedules, ensuring accurate and timely project delivery
  • Conduct detailed oversight and tracking of all campaign results and key business metrics, including Cost per Gross Add
  • Manage campaign segmentation and data master documentation
  • Generate comprehensive post-implementation reviews for departmental and executive review
  • Work with internal analytics team and third-party data vendor to ensure seamless operational execution of campaigns and testing
  • Hold responsibility for communication of campaign launches and updates to cross-functional teams, including creation of Customer Care briefings

Strategy & Planning:

  • Recommend courses of action for continuous improvement of reactivation and winback campaigns, including testing, analysis and new opportunities
  • Oversee ad hoc queries, customer analysis and other analytical functions to support business decision-making processes
  • Perform needs assessment and strategic development, including documentation, for new initiatives and improvement plans; recommend courses of action
  • Coordinate with Finance on subscriber budgeting and forecasting, plus business cases for new initiatives

Change Management:

  • Design and implement testing strategies
  • Create and update all project and campaign change and reporting documentation
  • Ensure accurate and timely project delivery
  • Prioritize projects and ensure key deliverables are met
  • Identify, champion and deliver process improvements
  • Develop and execute ad hoc campaigns, from strategic planning to report analysis
  • Assist in solutioning of new initiatives targeting the inactive vehicle and customer base
  • Coordinate with cross-functional stakeholders, including internal and external contacts
  • Liaise with SiriusXM US

Level of Education

  • University degree in business, commerce or marketing

Job Related Experience

  • 4-6 years’ industry experience in direct marketing and CRM
  • Proven history of working in data-rich environments

Skills and Background

  • Results-oriented, analytical and adept at problem solving
  • Highly motivated with superior attention to detail
  • Superior organizational skills
  • Excellent communication skills, both written and verbal
  • Ability to manage multiple tasks, deadlines and priorities concurrently
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