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Senior Lifecycle Marketing Manager

Marketing - Toronto

The home-buying journey is one that rightfully has long and detailed consideration, where individuals gather educational resources, interact with products such as Properly’s Instant Estimate tool, and Home Search tool, and seek expert advice before pursuing their dream home. We want to provide our rapidly growing user base with clear, valuable, and personalized information to help them make the best decisions for their move—and to encourage them to make that move with Properly.

That is where you come in! As the Sr. Lifecycle Marketing Manager, reporting to the Head of Growth, you will strategize and implement personalized and scalable initiatives with the goal of progressing product users and churned leads into high-intent prospects in our service funnel that are eventually ready to buy or sell a home with Properly.

Your responsibilities will include identifying high-opportunity audience segments that are likely to convert into customers over time; collaborating with copywriting, brand, design, and realtor-enablement teams to produce valuable content based on the needs of each customer lifecycle stage; automating delivery of campaigns and experiments; and to analyze campaign impact through the funnel to purchase. 

About Properly:

At Properly, we are on a mission to make real estate customer-centric. We envision a future in which real estate transactions involve dramatically less friction and surprising simplicity and where Properly is the first choice of all Canadians throughout the entire experience of buying, selling and owning a home. Check out our CEO’s note (https://bit.ly/Properlynorms) on the culture we are trying to craft at Properly. Properly is headquartered in Toronto. We have a foundation of experienced operators on our team (Uber, Wealthsimple, Bench, Tophat, Wave, Shopify, Ritual, Blackberry, Bain). 

We have raised $160 million in funding from investors like Bain Capital Ventures, Intact Ventures, FJ Labs, Prudence, Golden Ventures, AlleyCorp (Kevin Ryan), Silicon Valley Bank and many prominent angel investors including Mike Katchen (co-founder and CEO of Wealthsimple), Spencer Rascoff (co-founder and former CEO of Zillow), and Eric Wu (co-founder and CEO of Opendoor).

Recently, Drew & Jonathan Scott, as seen on the Property Brothers, have also joined Properly as both partners and investors. (https://bit.ly/TheScottBrothers)

We are a company that values and celebrates diverse experiences and perspectives because they make our team more successful. If some of the below doesn’t line up perfectly with your experiences, however this role really speaks to you or you feel like you strongly demonstrate our cultural norms, we definitely want to hear from you!

What you will do: 

  • Create a cross-channel (email, SMS, notifications, Realtors) strategy for accelerating audience movement through the funnel (including tactics and KPIs). Gain stakeholder alignment on the strategy and regularly evaluate and share progress
  • Plan, develop, execute, and optimize campaigns and experiments (automated and ad-hoc) focused on encouraging relevant audience members to start and continue their moving journey with Properly
  • Leverage data and audience insights to determine the right audience members to target, with what message, and when (right message, right user, right time) 
  • Collaborate with Brand Marketing, Sales, and Realtor Enablement teams to create a cohesive communications journey through the funnel for customers
  • Maintain an experimentation backlog, with experiments prioritized by expected impact, and work with product and design teams to secure resources as necessary
  • Determine communication copy (with support from copywriter) and design (with support from design team and playbooks/templates)
  • Evaluate the effectiveness of campaigns and experiments to determine what to continue, scale, optimize, or halt; share impact with the broader team; use learnings to determine next campaigns to tackle
  • Setting up automations to facilitate emails sent based on various user journeys of on-site actions

What we are looking for: 

  • Experience with multiple Email/SMS/Notification platforms (experience with Iterable (or similar, e.g. Braze, Marketo, Salesforce Marketing Cloud) and Twilio is an asset) and segmentation tools (built into platforms or external tools like Segment, mParticle) 
  • Exceptional communication skills: Capable of distilling complex ideas and translating concepts appropriately for audience; Capable of persuading and inspiring others
  • Experimental mindset: Experience using data and external inspiration to identify potential opportunities, and preference for validating a hypothesis through a quick test rather than conducting extensive research
  • Customer centricity: Deep understanding of customer needs, and experience building long-term customer relationships
  • Strong analytical skills: knack for identifying the most important metrics to track and target against, mapping out and analyzing funnels, sizing opportunities and thinking through segmentation
  • Results oriented: motivated by improving business performance and the customer experience, and have a relentless drive to improve key metrics 
  • Strong project management and planning skills, and flawless execution: ability to make things happen; comfort managing project ambiguity, complexity, and interdependencies in an organized and structured way

At Properly, you'll have:

  • Competitive cash and equity compensation
  • Unlimited vacation days and a flexible work day; we care about outcomes over schedule
  • Team events and social activities 
  • Top of market maternal and paternal leave
  • Attractive healthcare benefits for you and your family starting day one
  • $1000 Personal development budget; we support our team members' growth
  • $850 WFH stipend to help you create a comfortable home-office environment
  • Employee discount on Properly’s services