Sr. Manager, Lifecycle and CRM, Tim Hortons, Canada
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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 actions 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 engagement, frequency and retention
A strong, productive partnership with Analytics, Martech and Marketing Communications that executes on a high-performing CRM function
A clear test-and-learn roadmap with ongoing performance improvements
What You Bring
6–10+ years in CRM, lifecycle marketing, or loyalty program management
Proven track record of building lifecycle programs designed to change customer behaviour at scale
Strong campaign execution experience across digital CRM channels
Deep understanding of segmentation, targeting, personalization, and message timing
Experience working cross-functionally with creative, Martech, and analytics teams
Data-driven mindset with the ability to translate behavioural insights into clear marketing action
Strong stakeholder management and the ability to influence without direct authority
Base salary range of $130,000 – $165,000 CAD. Base salary for this position may vary based on relevant factors such as experience, education, location, and skills. This position is eligible to participate in the Company’s annual discretionary bonus plan, subject to the terms and conditions of the incentive program, based on individual and company performance metrics. This position may also be eligible for additional compensation in the form of equity grants pursuant to the Company’s long-term incentive plan.
This posting is for an existing vacancy.
RBI follows a 5 day, in-office work schedule to support collaboration. Successful candidates will be expected to work onsite 5 days per week.
Benefits at all of our global offices are focused on physical, mental and financial wellness. We offer unique and progressive benefits, including a comprehensive global paid parental leave program that supports employees as they expand their families, free telemedicine and mental wellness support.
Restaurant Brands International and all of its affiliated companies (collectively, RBI) are equal opportunity and affirmative action employers that do not discriminate on the basis of race, national origin, religion, age, color, sex, sexual orientation, gender identity, disability, or veteran status, or any other characteristic protected by local, state, provincial or federal laws, rules, or regulations. RBI's policy applies to all terms and conditions of employment. Accommodation is available for applicants with disabilities upon request.
