Customer Loyalty & CRM Manager

Sporting Life is a proudly Canadian sports lifestyle brand, inspiring people to live, enjoy, and enable the sporting life since 1979. From skiing and running to biking and tennis, we offer the best gear for those who live an active lifestyle. As part of Sporting Life Group, alongside Golf Town and Team Town, we blend sport and style to help Canadians get outside and keep moving. Why Work Here? Access to our benefits package, with the choice of different levels of health, dental, and vision coverage to suit you. Employee discounts at Golf Town, Sporting Life, and Team Town Sports that are shareable with friends and family. Team-first culture that celebrates an active, sports lifestyle. Fun, fast-paced hybrid environment where your passion for sport and style belongs. Vendor Pro Deals and expert product training to fuel your knowledge and performance. A salary range of $100,000 - $110,000 (dependent on experience), bonus, and opportunities to grow your career in the sports lifestyle. What You’ll Do; As the Customer Loyalty & CRM Marketing Manager with Sporting Life, you will be responsible for driving customer retention, lifetime value, and long-term engagement through best-in-class loyalty and CRM initiatives. Within this role you will support the transformation of the company’s loyalty program and CRM marketing ecosystem, including the integration of data systems to enable advanced segmentation, personalisation, and scalable customer communications. You will collaborate with the Marketing Director to redesign our strategy and execution of our Loyalty program and CRM, leveraging customer data, insights, and technology to deliver meaningful, personalised experiences across the customer lifecycle. Working cross-functionally both internally and externally, the role will play a critical part in aligning marketing efforts with broader business objectives while continuously optimising performance through testing, analytics, and innovation. Support the redesign of strategy and own the execution of the company’s loyalty program and CRM marketing initiatives, driving customer retention, lifetime value, and repeat purchase. Lead the evolution of the loyalty program and CRM customer experience through enhanced segmentation, personalisation, and lifecycle marketing strategies. Develop and execute CRM campaigns across key channels (email, SMS, app, and direct communications), ensuring timely, relevant, and personalised customer journeys. Leverage customer data and insights to segment audiences, identify behavioural patterns, and uncover opportunities to improve engagement, conversion, and loyalty performance. Partner closely with Analytics and Data teams to define KPIs, dashboards, and reporting frameworks that translate customer and campaign data into actionable insights. Build and maintain a robust testing and optimisation roadmap (A/B testing, holdout groups, lifecycle experimentation) to continuously improve CRM effectiveness and customer engagement. Collaborate with eCommerce, Brand Marketing, Merchandising, and Digital teams to align CRM and loyalty strategies with business priorities, promotional calendars, and customer needs. Own CRM and loyalty performance measurement, including campaign reporting, cohort analysis, customer retention metrics, and lifecycle performance, communicating insights and recommendations to stakeholders. Lead the ongoing evolution of loyalty benefits, rewards structures, and personalisation strategies based on customer insights, competitive benchmarking, and program performance. Partner with Legal, Privacy, Data, and Technology teams to support CRM compliance, customer communication best practices, and data quality standards. Identify opportunities to improve CRM processes, customer journeys, and marketing effectiveness through enhanced automation, personalisation, and campaign optimisation. What You’ll Bring; 5 - 8+ years of experience in CRM, lifecycle marketing, or loyalty program management, preferably in retail, eCommerce, or consumer-focused industries. Bachelor’s degree in Marketing, Business, Analytics, or a related field (Master’s degree is a plus). Proven track record of leading or contributing to loyalty program transformation and CRM modernisation initiatives. Strong experience with customer segmentation, personalisation strategies, and lifecycle marketing frameworks. Hands-on experience with CRM platforms (eg., Salesforce Marketing Cloud, Braze, Adobe Campaign, HubSpot) and customer data platforms (CDPs). Strong analytical mindset with experience using data to drive decision-making and marketing performance through interpreting campaign metrics, cohort analysis, and customer behaviour data. Experience working with data teams on integrations, data modelling, and building actionable dashboards. Solid understanding of marketing technology ecosystems, data flows, and integration between CRM, CDP, and other platforms. Experience designing and executing A/B tests and optimisation frameworks. Familiarity with privacy regulations (e.g. CASL) and data governance best practices. Strong cross-functional collaboration skills with the ability to influence stakeholders across Marketing, eCommerce, Product, and Data teams. Excellent communication skills, with the ability to translate complex data into clear, actionable insights. Highly organised with strong project management skills and the ability to manage multiple priorities in a fast-paced environment. AI is used as part of our application review process to assist in screening and assessment. All applications are also reviewed by our recruitment team.   This posting is for an open existing role in our organisation.   Sporting Life Group Limited is an equal opportunity employer and committed to providing accommodations for persons with disabilities. In accordance with the Accessibility for Ontarians with Disabilities Act, please advise the Sporting Life Group Human Resources team of any accommodations required to ensure fair and equitable access through the recruitment and selection process.