Sr. Manager, Lifecycle and CRM, Tim Hortons, Canada

About the role

Ready to make your next big professional move? Join us on our journey to achieve our big dream of building the most loved restaurant brands in the world. Restaurant Brands International Inc. is one of the world's largest quick service restaurant companies with nearly $45 billion in annual system-wide sales and over 32,000 restaurants in more than 120 countries and territories. RBI owns four of the world's most prominent and iconic quick service restaurant brands - TIM HORTONS®, BURGER KING®, POPEYES®, and FIREHOUSE SUBS®. These independently operated brands have been serving their respective guests, franchisees and communities for decades. Through its Restaurant Brands for Good framework, RBI is improving sustainable outcomes related to its food, the planet, and people and communities. RBI is committed to growing the TIM HORTONS®, BURGER KING®, POPEYES® and FIREHOUSE SUBS® brands by leveraging their respective core values, employee and franchisee relationships, and long track records of community support. Each brand benefits from the global scale and shared best practices that come from ownership by Restaurant Brands International Inc. Senior Manager, Lifecycle & CRM (Tims Rewards) Location: Toronto, Ontario, Canada Reporting to: Senior Director, Loyalty & CRM Role Summary The Senior Manager, CRM & Lifecycle owns the end-to-end lifecycle strategy and execution for Tims Rewards, from onboarding through engagement and winback . This role is fundamentally about changing member behaviour - getting the right message to the right member at the right time to drive meaningful action. This role translates loyalty strategy into high-performing CRM programs that influence how members engage with Tims Rewards, working closely with Marketing Communications on creative execution and with Martech teams on deployment. The focus is on driving member growth, engagement, and GM$ impact through precise, insight-led lifecycle marketing. What You'll Be Responsible For 1. Own Lifecycle Strategy and Programs Define and continuously improve lifecycle journeys designed to shift member behaviour across: Onboarding and early habit formation Frequency growth and deeper engagement Lapsed user reactivation and winback Define clear behavioural objectives for each lifecycle stage - what action s are we trying to drive and why Identify the moments that matter most in the member journey and build programs that intervene at the right time with the right message Drive structured test-and-learn plans to continuously optimize behavioural impact Partner with Offers teams to align lifecycle programs with promotional strategy Work with the Martech team to ensure lifecycle + crm objectives are reflected in the roadmap . 2. Lead CRM Campaign Planning and Execution Own end-to-end campaign planning and execution across channels (email, push, in-app, etc.) Manage the CRM calendar to ensure content is prioritized with a balance of business objectives and member engagement in mind Develop clear briefs and requirements that define audience, behavioural goal, message hierarchy, and success criteria Ensure campaigns are delivered accurately, on time, and at scale Work closely with Martech to enable precise segmentation, targeting, and deployment 3. Partner with Marketing Communications on Creative Serve as the primary CRM and lifecycle point of contact with the Marketing Communications team Develop clear, insight-led briefs that articulate the member segment, behavioural objective , and message strategy so that creative can be executed effectively Provide direction and feedback on creative to ensure it is optimized for CRM performance - not just brand consistency Manage the briefing-to-delivery workflow to ensure campaigns are produced on time and meet lifecycle requirements Champion a performance mindset within the creative process, using data to inform messaging, tone, and calls to action 5. Drive Performance and Optimization Monitor campaign and lifecycle performance with a focus on behaviour change: Frequency, habit formation, and retention Engagement (open, click, conversion) GM$ impact Identify opportunities to improve targeting precision and message relevance . Lead ongoing optimization through structured testing - messaging, segmentation, channel, cadence - with a clear hypothesis-driven approach 6. Strengthen CRM Operations and Processes Build and maintain strong campaign planning, briefing, and execution processes Improve speed and quality of delivery across all CRM programs Ensure clear documentation and best practices are in place across lifecycle marketing Support scalable, repeatable processes as the program grows What Success Looks Like Lifecycle programs that demonstrably shift member behaviour across onboarding, engagement, and winback CRM campaigns consistently delivered with the right message reaching the right member based on their known needs and behaviours. Measurable improvements in engag