manager, marketing

Company Overview CanPrev Natural Health is a dynamic and innovative company dedicated to providing exceptional products in the natural health industry. We grew out of the desire to make natural medicine safe, effective and accessible to everyone. And for close to two decades, we continue to believe and strive to help empower and inspire Canadians to take charge of their health. Role Overview We are looking for a data-driven, highly strategic *Marketing Manager, Paid Growth & Lifecycle *tolead a multi-disciplinary team focused on driving new user acquisition and maximizing customer lifetime value through targeted lifecycle campaigns. In this role, you will oversee top-of-funnel acquisition, traditional media, paid digital campaigns, and lifecycle marketing to drive efficient growth and sustained customer engagement. You will collaborate closely with cross-functional partners to ensure a cohesive consumer journey while directly managing a team of four specialists. As a leader, you will translate high-level business objectives into comprehensive media mix allocation, rigorous A/B testing frameworks, and scalable CRM data architectures, connecting strategy, execution, and measurement to drive continuous growth across Canada and the United States business operations. Key Responsibilities *Leadership & Management: * * Team management: Lead, mentor and empower a high-performing team of four specialists, driving cross-collaboration across paid media, CRM and lifecycle marketing channels within the broader brand marketing portfolio. * North American strategic alignment: Translate business growth goals into actionable multi-channel growth strategies, technical CRM requirements, and clear priorities and workflows for your team. * Cross-functional collaboration: Work closely with strategic and creative teams to ensure your team?s initiatives align with the broader customer journey and brand strategy. *Integrated Paid Media Strategy: * * Multi-channel media strategy: Oversee strategy and budget allocation across a highly diverse media mix, including paid search, paid social (Meta, TikTok, Reddit), programmatic display/video (DSPs), and traditional offline channels (OOH, TV, Radio, Print). * Vendor management: Guide your team in high-level vendor negotiations and contract management. Oversee the paid media budget to maximize brand lift, media efficiency and ROI while driving efficient customer acquisition and balancing brand-building and growth initiatives. * Performance & CRO optimization: Champion a rigorous culture of experimentation, guiding your team in A/B testing across creative, audience targeting, and conversion rate optimization to continuously improve performance. *Lifecycle & Retention: * * Lifecycle architecture: Oversee the strategy for automated CRM and lifecycle programs (Email, SMS), designing segmented and personalized touchpoints that drive nurturing, retention, and loyalty to maximize customer lifetime value. * MarTech & Data optimization: Lead the team in maximizing the capabilities of Salesforce Marketing Cloud (SFMC) and Data Cloud, ensuring seamless integration of first-party data to enable unified customer profiles, precise segmentation, and personalized targeting across campaigns. Maintain up-to-date knowledge of data governance, privacy, and platform architecture to ensure continuity and effective oversight of the function. * LTV optimization: Analyze points of friction and drop-off across the consumer journey and lead the team in developing targeted campaigns to re-engage users, improve retention, and maximize customer lifetime value. Key Skills: * Deep understanding of both paid digital performance ecosystems (Google, Meta, TikTok, Reddit, Programmatic) and traditional media buying (Radio, TV, OOH) processes. * Strong strategic understanding of marketing automation and CRM platforms, specifically Salesforce. * Hands-on experience executing growth and lifecycle marketing strategies in both Ca