ContributionsMost RecentMost LikesSolutionsSr. Analyst, Customer Lifecycle Marketing Location Toronto/Montreal/London, Canada Description Responsibilities: Builds the email and SMS marketing programs for development and execution, including segmentation, testing, deployment, optimization, tracking, and reporting Meets with business stakeholders, gathering needs from teams, sizing and prioritizing opportunities accordingly, while implementing data-driven journeys within Fairstone’s dedicated Marketing Automation platform Applies segmentation in user flows, defining proper targeting criteria, the timing of touchpoints and the personalization of each message to successfully nurture customers to desired behaviours Uncovers opportunities to optimize conversion points across their dedicated channels leveraging data and results from A/B tests to make informed decisions Supports program performance evaluation, including analysis and reporting using such tools as GA4, Looker Studio, Excel, and PowerPoint Identifies, investigates, diagnoses, and troubleshoots errors with the appropriate internal and external teams QA review of day-to-day email campaigns, flag issues, and prioritize issue resolution Assists the Marketing Automation specialist with the development and creation of new experiences and journeys Co-owns prioritization planning for new requests and maintains ongoing documentation processes as business needs evolve or features are added Regularly identifies trends and strategies used by other leading brands to glean insights on best practices and new ideas that may be beneficial for Fairstone’s growth The minimum qualifications for this position are: 2+ years of digital marketing experience, including proven expertise in marketing automation or email marketing using market leading platforms, e.g. SalesForce Marketing Cloud, HubSpot, Braze, Marketo) Experience in planning and executing customer journey maps, tracks, and triggers Keen eye and aptitude for troubleshooting with a solutions-led approach Project management experience in a cross-functional environment Experience in executing plans, meeting deadlines and operating in an agile/sprint environment while managing competing tasks and prioritizing accordingly Proven ability to effectively communicate and work with team members, business users and technical staff Ability to stay organized under conditions of multiple tasks and tight deadlines with minimal supervision while ensuring accuracy, efficiency, and quality of deliverables Familiarity in basic coding and/or data visualization Superior oral and written communication skills Financial services industry background an asset French language skills an asset Bachelor’s degree or College diploma in a related field What we offer? Work-Life Balance: Our 37.5-hour workweek and hybrid model (3 days in-office) promote a healthy balance. Wellness: Tailored well-being solutions available 24/7. Time Off: Minimum 15 paid vacations, 6 wellness days, with federal holidays. Community Support: Paid Volunteer Day to give back to your community. Retirement Planning: Employee and employer contribution pension plan, plus the Fairstone Retirement Savings Plan Education: Tuition reimbursement program covering expenses up to $3,000 per year. Development: Access to Fairstone Academy for comprehensive training and skill development. Discounts: Exclusive access to discounted products and services, including car insurance, hotels, attractions, movies, gym memberships, and more. Salary Range (Optional) Help: Treasure Data x Braze: how do you perform segmentation? Hello Braze Community, We are onboarding Braze and connecting it with Treasure Data, our CDP. Our team is trying to figure out the best way to perform segmentation that will leverage CDP's segmentation capability while allowing CRM to be agile for journey orchestration and optimisation. The team has decided to adopt a hybrid setup, meaning the segmentation is not exclusively done in one platform or the other. But we're debating between two approaches. 1. Create a few child segments under one parent segment in CDP. Push the child segments to Braze and use them to build sub-segments in Braze for different Canvases and Campaigns. One sub-segment is not necessarily tied to one Canvas/Campaign exclusively. The child segment contains a large group of customers who may qualify for more than one user journey. 2. Create one segment tied to one Canvas/Campaign and push it to Braze. Then, build a segment in Braze using the logic custom attribute is td_segment_id = campaign_name or canvas_nameand append it to one Canvas/Campaign. In this case, all segments in Braze are pre-generated in TD based on use cases. I'm looking to understand the pros and cons in both setups and would love to hear how you and your team balance the relationship between CDP and Braze when segmenting audiences. Thank you!