Senior Manager, Digital Health Lifecycle Marketing

We are hiring a Senior Manager, Digital Health Lifecycle Marketing to lead lifecycle strategy, product marketing, and go-to-market execution across our digital health properties — including Shoppers Drug Mart, PC Health, and Pharmaprix. 

We are building world-class digital health experiences for Canadians across web, app, and emerging platforms, and are looking for a leader who is passionate about helping us reach millions of Canadians every month to support their health journeys. 

Reporting to the Senior Director, Digital Health, this role will be accountable for building and scaling lifecycle marketing programs that drive acquisition, activation, retention, and repeat engagement across key digital health experiences. You will partner closely with Product, Growth, CRM, Analytics, Creative, and Shoppers/Loblaw enterprise marketing teams to translate product roadmaps into high-performing, insight-driven customer journeys. 

This role is ideal for someone who is both strategic and hands-on — comfortable defining positioning and messaging while also rolling up their sleeves to execute lifecycle campaigns across owned channels in a fast-paced, evolving digital health environment. 

Please note that this is a 13 month contract opportunity  

What You’ll Do 

Lifecycle Marketing Strategy & Execution 

• Own the end-to-end lifecycle marketing strategy across digital health properties, focusing on acquisition, onboarding, engagement, retention, and reactivation 

• Build and optimize customer journeys across channels including email, push notifications, in-app messaging, and on-site placements 

• Identify and prioritize high-impact lifecycle opportunities using customer insights, funnel performance, and product roadmap inputs 

• Partner with CRM and channel teams to execute campaigns and continuously improve performance through structured testing and iteration 

Product Marketing & Go-To-Market 

• Lead product marketing for new digital health features and experiences — from positioning and messaging through to launch planning and execution 

• Translate complex health products into clear, compelling, and compliant customer-facing value propositions 

• Develop launch briefs, campaign plans, channel strategies, and internal communications to ensure strong cross-functional alignment 

• Support brand growth and adoption of PC Health across the enterprise ecosystem 

Cross-Functional Leadership & Stakeholder Management 

• Collaborate with Product, Design, Engineering, PR, Legal/Compliance, Pharmacy, and enterprise marketing partners 

• Lead multiple workstreams from ideation through execution, ensuring clear accountability, delivery excellence, and stakeholder alignment 

• Provide executive-ready updates on lifecycle performance, campaign impact, and key growth initiatives 

Measurement & Optimization 

• Define KPIs and measurement plans for lifecycle programs and product launches 

• Use analytics and performance insights to identify friction points and recommend actionable improvements 

• Drive a test-and-learn culture with experimentation around messaging, targeting, creative, and timing 

What You’ll Need 

• 5–8 years of experience in lifecycle marketing, product marketing, digital marketing, or growth marketing 

• Strong understanding of lifecycle funnels and CRM principles (segmentation, personalization, triggered journeys, experimentation) 

• Experience launching digital products or features, ideally in a regulated or trust-based category (health, financial services, etc.) 

• Excellent written and verbal communication skills, including strong executive-level storytelling and presentation skills 

• Ability to manage multiple workstreams, stakeholders, and timelines in a fast-moving environment 

• Strong collaboration skills and comfort working cross-functionally with product and enterprise marketing teams 

• Familiarity with healthcare, pharmacy, privacy, and regulatory considerations is an asset