Lifecycle Marketing Manager
Baselane
Lifecycle Marketing Manager
Baselane
Fintech platform delivering landlord banking services
Salary Range: 110000 to 140000 (Currency: CAD) (Pay period: per-year-salary)
Baselane is a fast-growing Series B fintech company building the financial operating system for America’s independent real estate investors and operators. Our market spans long-term residential, short-term/vacation rentals, and commercial properties, and encompasses millions of owners and operators across those segments.
Baselane offers banking, payments, analytics, and financing in one platform. We are backed by leading fintech investors including Matrix Partners, Activant Capital, Diagram Ventures, and Thomvest Ventures.
We move fast. We hold a high bar. We build for the long term.
The Lifecycle Marketing Manager is a key member of the Growth Marketing team and owns the programs that drive customer lifetime value - from activation through engagement to revenue expansion. You will build and run campaigns across email, push notifications, in-app messaging, and SMS, with a sharp focus on engaging and growing Baselane’s highest-value customer segments. You’ll use Baselane’s unique data to activate new customers from day one and unlock deeper value from our existing customer base.
This role is the connective tissue across Baselane’s unified go-to-market motion. You will orchestrate across product, performance marketing, sales, account management, and customer support to ensure the right customers get the right message at the right moment, and hold yourself accountable to clear outcomes: activation rates, engagement depth, and ARPU growth.
We’re looking for someone who is highly motivated and deeply curious — someone who leans into complexity, finds the problem behind the problem, and drives things to completion without waiting to be told. You’ll maintain the voice of the customer across every touchpoint and hold a high bar for quality in everything you ship.
This is a hybrid role, which requires two days a week in our downtown Toronto office.
Own the full lifecycle marketing motion. From strategy through execution, across new customer activation, engagement, and revenue expansion.
Build and run multi-channel campaigns. Across email, push notifications, SMS, and in-app messaging.
Drive retargeting. Identify where customers get stuck, define the audience, and partner with Performance Marketing to execute retargeting across paid channels.
Orchestrate across go-to-market. Work across product, sales, account management, and customer support to deliver coordinated, high-impact customer journeys.
Own high-value user segmentation. Identify and prioritize Baselane’s highest-value customers across segments and drive messaging accordingly.
Create automated workflows. Build and maintain nurture sequences and lifecycle programs in Braze.
Work smarter with AI and automation. Proactively use AI and automation to accelerate analysis, asset development, and experience launches. Identify repetitive workflows that can be automated so you and the broader team can spend more time solving meaningful problems.
Maintain a high bar. Ensure quality, accuracy, and brand consistency across all deliverables.
Drive results. Own activation rates, engagement depth, and ARPU growth, sharing learnings and making clear data-driven recommendations.
5+ years of lifecycle marketing experience. At a high-growth technology company
Proven track record. Building and scaling lifecycle marketing programs that drive measurable business outcomes
Business owner mindset. You understand how lifecycle programs connect to revenue, translate business objectives into actionable marketing programs, and prioritize your time accordingly.
Deep analytical skills. Strong understanding of customer segmentation, behavioral analytics, and how to translate data into prioritized, high-impact programs
Marketing automation expertise. Deep proficiency in platforms like Braze, Iterable, HubSpot, or similar (ideally Braze)
Data self-sufficiency. You use data-driven decision-making to explain your impact, and can independently pull and interpret data in product analytics tools to get there
An AI-first, hands-on approach. You default to AI tools to move faster, think bigger, and do more with less
Strong cross-functional instincts. Comfortable owning outcomes across sales, product, support, and performance marketing
Excellent written communication. You can write compelling customer-facing copy and maintain brand voice across every touchpoint
High attention to detail. Excellent organizational skills and a high bar for quality
Nice to Have
Familiarity with product analytics tools like Mixpanel, Sigma, Mode, or Tableau
Technical proficiency in SQL, HTML or marketing automation languages like Liquid
Experience in fintech, real estate, or other complex financial or SaaS products
Baselane is a fintech platform that provides banking services and financial tools for landlords and real estate investors, working with FDIC-insured banks to offer insured deposits. It routes funds via its banking partners and offers automated bookkeeping (income/expense tracking by property and tax category), rent collection, tenant screening (credit checks, background checks, eviction reports), Baselane Messenger for messaging, plus insurance and financing options. Its edge comes from combining banking, bookkeeping, tenant screening, messaging, and financing into a single platform tailored to rental portfolios, backed by FDIC-insured deposits. The goal is to reduce costs and increase returns for rental businesses by simplifying financial management and ensuring timely rent collection within one ecosystem.
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