Director, eMail Marketing

Canada Goose · Toronto · CA$145,000–CA$181,000 (stated in the posting)

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Canada Goose isn't like anything else. We've built something great, something special - an iconic brand with an inspirational and authentic story. At the heart of it is our promise to empower true exploration of all kinds. At Canada Goose, you're part of a movement that belongs to something bigger. One that seeks out the restorative power of nature and is driven by our purpose to embolden explorers and preserve the planet they roam.  We endure any condition, observe every detail, and are building a community that believes in living bravely and coming together to support game-changing people.

Here, opportunities are everywhere - to try something new, to learn, to do meaningful and impactful work, and they're yours for the taking.

Position Overview:

Canada Goose is transforming how it engages customers in its owned channels. We are moving from a high-volume, mass, untargeted send model to a precision channel — one that earns attention and drives greater results through personalisation, intelligent segmentation and disciplined subscriber base health management. The Director, Email Marketing will lead that transformation.

This role owns the strategy, execution and optimisation of Canada Goose’s global customer communications across Email, SMS and related owned channels. You will re-architect our contact strategy, deepen personalisation and lifecycle capabilities, and rebuild the programme around long-term engagement and subscriber health. You will drive customer engagement, retention and revenue through highly personalised, data-driven and automated marketing programmes across campaign, lifecycle and triggered communications.

Working cross-functionally with Loyalty, E-commerce, Retail, Technology, Creative, Brand/Marketing and Customer Experience teams, you will deliver personalised customer lifecycle journeys and campaigns that align with customer needs and business priorities.

You are critical in shaping the Email & SMS roadmap globally, improving customer contact strategy and ensuring the channel continues to drive revenue while protecting long-term subscriber health. You will stay ahead of customer communication trends, CRM and CDP technology, marketing automation, deliverability, SMS best practices, AI-driven personalisation and privacy — acting as a thought leader who sets the standard for what a modern, precision owned channel looks like.

What You'll Do:

Channel Strategy & Transformation

• Lead the transformation of the global Email & SMS programme from a high-volume, mass send model to a precision, personalisation-led channel measured on relevance, engagement quality and lifetime value.
• Own the global Email & SMS strategy, roadmap and performance against engagement, revenue, retention and subscriber-health objectives.
• Lead annual channel strategy, planning, forecasting and investment prioritisation — including channel budget ownership — to drive sustainable, efficient growth across Email and SMS.

Personalisation, Lifecycle & Segmentation

• Develop customer segmentation, targeting and personalisation strategies that replace one-size-fits-all sends with relevant, individualised communications and improve business performance.
• Oversee lifecycle and triggered programmes across onboarding, engagement, retention and win-back to drive personalised engagement, incremental revenue and customer lifetime value.
• Lead planning, execution and optimisation of campaign Email and SMS communications — including brand, commercial and consumer moments — with precision targeting as the default, not the exception.
• Partner with Data and Analytics to advance first-party and zero-party data capture, identity and activation, and to apply predictive models (propensity, churn, next-best-action) that power data-driven personalisation.

Subscriber Base Health & Deliverability

• Establish contact strategy, frequency management, suppression logic, audience eligibility and trigger governance that protect subscriber health and inbox placement across Email and SMS.
• Own subscriber base health as a core discipline — list hygiene, engagement-based sunsetting and re-engagement, consent and preference management, and active protection of sender reputation.
• Monitor and optimise deliverability and inbox placement in partnership with deliverability partners.

Measurement & Experimentation

• Drive testing, experimentation and incrementality measurement to continuously improve campaign, SMS, triggered and lifecycle performance.
• Monitor and optimise key channel KPIs — demand revenue, traffic, engagement, conversion, subscriber growth, unsubscribe/complaint rates, deliverability and customer lifetime value.
• Build clear performance reporting and translate results into decisions and investment for senior leadership.

Technology, Data & Vendors

• Own the marketing automation, CRM and CDP technology roadmap, including ESP, journey orchestration and personalisation capabilities.
• Manage strategic vendor, agency and deliverability partnerships to support customer communications, marketing technology and channel performance.

Team & Cross-functional Leadership

• Partner with Loyalty, CRM, E-commerce, Retail, Technology, Analytics, Creative, Brand, Marketing and regional teams to align owned-channel communications with business priorities.
• Lead, coach and develop the Email & SMS team, building the capability, operating model and accountability required to run a precision channel.

Let's Talk About You:

• 10+ years of experience in Email Marketing, SMS Marketing, CRM, Lifecycle Marketing, Digital Marketing or Customer Communications, ideally within retail, luxury, e-commerce or DTC.
• Proven experience owning Email and SMS channel strategy, performance targets, campaign planning and lifecycle marketing programmes at scale.
• Demonstrated experience leading channel change — evolving an email programme from high-volume, batch sending toward precision, personalisation-led communications and stronger subscriber health.
• Experience with customer journey orchestration, lifecycle marketing, behavioural triggers, personalisation, segmentation and retention strategies.
• Experience managing marketing technology vendors, agencies, deliverability partners and external execution resources. Direct, hands-on experience with our current technology stack is strongly preferred:
  • Salesforce Marketing Cloud (SFMC) — core email/SMS execution and journey orchestration.
  • Salesforce Service Cloud — service and CRM integration.
  • Wunderkind — identity resolution and behavioural/triggered email.
  • Insider — cross-channel personalisation and journey orchestration.
  • Azure / Microsoft Fabric — data platform, warehousing and analytics foundation.
  • Experience with additional ESPs (e.g., Braze, Klaviyo, Iterable, Marketo, Adobe Campaign) and composable / enterprise CDP platforms (e.g., Segment, mParticle, Tealium, Salesforce Data Cloud) is a strong asset.
• Strong understanding of Email deliverability, inbox placement, sender reputation, suppression logic, preference management and subscriber health.
• Experience with first-party and zero-party data strategy and activation, and familiarity with CDP and identity concepts that enable precision targeting.
• Experience with web analytics and reporting tools, including Google Analytics and/or other analytics/business intelligence platforms.
• Strong commercial acumen, with experience connecting campaign and lifecycle activity to revenue, traffic, engagement, retention and customer lifetime value, and comfort owning and optimising a channel budget.
• Deep understanding of Email, SMS, CRM, lifecycle marketing, campaign management and marketing automation best practices.
• Strong knowledge of consent, privacy and communications compliance, including CASL, CAN-SPAM, GDPR, PII and preference management.
• Strong customer-first mindset with the ability to balance commercial goals, subscriber health and brand experience — biasing toward relevance over reach.
• Strong analytical skills, with the ability to interpret performance data, identify trends and turn insights into precision-targeting actions.

What’s in it For You?

• A company built on Canadian roots and heritage

• Your work is recognized with a comprehensive and competitive Total Rewards Program

• Opportunities for career growth through numerous internal and external programs

• Recognize and be recognized by your peers with our Goose Rewards & ICON Rewards

• Be a part of CG Gives. Donation matching and paid volunteer time to help the organizations you care about

• Access to tools and resources to support physical and mental health, embracing change and connecting with colleagues

• Inspiring leaders and colleagues who will lift you up and help you grow

Salary Range:

About the salary range: We’re committed to being open and fair about pay. The range provided is intended as a guideline and does not represent a guaranteed offer. When we make an offer, we consider the responsibilities of the position, market data, and internal equity to ensure consistency across our team. Your actual offer will depend on your experience, skills, and alignment with the role.

Vacancy status: This posting represents an active vacancy for which we are currently hiring.

At Canada Goose, we believe that belonging goes beyond mere inclusion. It’s about being part of a community that values, supports, and empowers you. We thrive when we can be our authentic selves. Our community is built on empathy and the understanding that every individual’s experience is unique, and every voice is important. We also recognize that communities are ever evolving, and that our work is never done. At Canada Goose, belonging is more than just an ideal—it’s the key to unlocking our collective potential, taking us further together.

Canada Goose is an equal opportunity employer and is committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act.

There are multiple ways to interview with us! If you require any interview accommodation for your interview, please e-mail us at HR@canadagoose.com.

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