[Hiring] Director, Lifecycle & Organic Growth @KOHO

Role Description

Lifecycle and Organic Growth own two things at KOHO: how Canadians find us without paid media, and every message they get from us after they sign up. As Director, Lifecycle & Organic Growth, you'll set the strategy for both and lead the teams that deliver it. On the Lifecycle side that means email, push, in-app, and SMS. On the Organic side it means koho.ca, SEO, GEO, the App Store and Google Play, and content marketing.

You won't be starting from scratch. Lifecycle already measures its impact with a randomized global control group, tied to company KPIs like activation, power users, retention and contribution margin rather than open rates. It has a documented operating model, two-part peer QA on every send, a tiered legal review process, and an incident and continuity framework designed for a regulated financial institution. Your job is to scale what's working: grow incremental impact, bring the same measurement rigour to Organic, and connect the two into one owned-channel growth engine.

You'll report to the Chief Growth Officer and lead a team of seven. You'll work closely with Product, Data, Legal & Compliance, Creative, Integrated Marketing, Performance Marketing and Engineering.

What You'll Do

• Strategy and outcomes
  • Own the strategy, roadmap and targets for Lifecycle and Organic Growth.
  • Accountable for business outcomes (registrations, activation, engagement, retention and contribution margin).
  • Lead lifecycle programs across the whole customer journey: onboarding, activation, cross-sell and upsell, reactivation, retention and servicing.
  • Set direction for organic acquisition across koho.ca, SEO, GEO, app store optimization and content.
  • Bring Lifecycle-grade measurement to Organic: clear definitions, metrics anyone can reproduce, and reporting that connects organic presence to registrations and activation.
  • Connect owned channels with Paid, Affiliates and Product for an end-to-end customer journey.
• Measurement and experimentation
  • Steward the global control group and the incrementality program.
  • Own the experimentation roadmap (A/B tests, holdouts, multivariate journeys) and turn results into decisions.
  • Present performance and strategy to the executive team in regular business reviews.
• Operations, governance and risk
  • Own the Lifecycle operating model: intake, prioritization, spec, peer QA, legal review tiering, launch and post-launch measurement.
  • Partner with Legal and Compliance for accurate, compliant and auditable customer communication.
  • Own incident response and business continuity for customer messaging.
  • Manage website governance: publishing, review processes, and release protection.
  • Own the owned-channel martech stack and its vendors, with Braze as the core platform.
• People
  • Lead, develop and retain a team of senior managers and specialists.
  • Maintain a clear career ladder and high engagement and growth within the team.

Qualifications

• 10+ years in lifecycle, CRM or retention marketing at a B2C consumer tech, fintech or subscription business, including 4+ years leading managers.
• A track record of moving business metrics through owned channels, backed by incrementality evidence.
• Deep, hands-on fluency with a modern customer engagement platform (Braze strongly preferred).
• Working fluency in organic growth: SEO and technical SEO fundamentals, ASO, content strategy.
• Strong analytical judgment and comfort with SQL.
• Experience in a regulated industry (financial services, insurance, health or telecom).
• Executive communication that's clear and concise.
• A record as a manager people want to work for.
• Experience using AI in day-to-day work.
• Experience with Canadian financial services regulation and CASL.
• Experience with predictive or ML-driven personalization.

Nice to Have

• Professional working proficiency in French.
• Experience with a headless CMS (e.g. Sanity) and on-site experimentation.

Benefits

• The posted salary range for this role is $175,000 – $210,000 CAD / year.
• Compensation is determined through various factors including comparable salary market data, technical skill assessment, and internal pay equity.