Director, Product Engagement (Lifecycle Marketing) - 15 month FT Contract at Wealthsimple

BUILD SOMETHING PEOPLE LOVE Wealthsimple's mission is to help everyone achieve financial freedom – by making financial services simple, transparent, and low-cost. We're Canada's largest fintech, trusted by over 3 million clients with more than $100 billion in assets. We move fast, we own our work, and we care deeply about the people using our products. If that sounds like you, keep reading. We're proud of what we've built — and we're just getting started. Read our Culture Manual [Upgrade to PRO to see link] and learn more about how we work [Upgrade to PRO to see link] ABOUT THE PRODUCT ENGAGEMENT (LIFECYCLE) TEAM Our Product Engagement (PE) team's mission is to connect clients to value — ensuring every client discovers, learns, adopts, and grows with our products. We do that through smart, personalized lifecycle communications across email, push, SMS, and in-app, powered by behavioural data, rigorous experimentation, and an increasingly AI-native way of working. We embed deeply with our Product, PMM, Data Science, and Growth partners — we don't just service their requests, we shape their strategies. ABOUT THE ROLE We're looking for a Director, Product Engagement to lead our lifecycle function during a pivotal period of growth. This is a 15-month fixed-term contract, reporting to the VP, Product Marketing. In this role, you'll own the strategic direction and execution of product engagement work across Wealthsimple's full product ecosystem (Self-directed Investing, Wealth Management, and Banking), with a primary mandate to drive cross-sell growth and deepen product adoption among our existing client base. You'll lead a high-performing team of lifecycle marketers, set the vision for how we use data and AI to engage clients at scale, and serve as a senior voice for the Lifecycle function across the organization. The ideal candidate has led lifecycle or CRM functions at a hyper growth, innovative, consumer-first company, brings a sharp analytical lens to everything they do, and knows how to move fast without sacrificing client experience or quality. IN THIS ROLE, YOU'LL HAVE THE OPPORTUNITY TO: - Own the PE cross-sell strategy end-to-end — set the targeting philosophy, shape audience frameworks (Personalization-driven segmentation, LLM powered cohorts, propensity models), and align lifecycle programs with Wealthsimple's product adoption and business goals across all core verticals - Lead and develop a high-performing lifecycle team — set a high bar for craft and ownership, coach managers and specialists on strategic thinking and execution excellence, and build a culture where feedback, experimentation, and AI-native working are the norm - Set the AI and technology strategy for PE — drive adoption of AI-powered personalization, evaluate and make decisions on new platform capabilities, and champion scalable, automated workflows that increase team impact without increasing headcount - Establish PE as a strategic growth driver — represent the lifecycle function in senior leadership forums, bring cross-sell and client behaviour insights into product planning and roadmap conversations, and ensure PE is seen as a partner in business outcomes, not just a campaign execution team - Govern experimentation and measurement at scale — set the PE experimentation philosophy, drive program-level incrementality measurement with control groups as a standard, and use results to influence product decisions and company-wide strategy — not just marketing playbooks WHAT YOU'LL BRING: - 4+ years of proven leadership of a lifecycle or CRM function at a consumer-first, mobile-first company — you've built and scaled retention and cross-sell programs that drove measurable business outcomes; demonstrated experience independently leading strategic initiatives required - 8+ years of hands-on, omni-channel (email, push, SMS, in-app) experience using marketing automation tools/ESPs, with hands-on, recent execution experience in Braze or equivalent enterprise marketing automation platforms - Deep knowledge and understanding of customer/lifecycle marketing strategies, email marketing best practices, leveraging & activating customer data, targeting & treatment personalization, strategic cohorting & audience segmentation - A rigorous, data-driven approach to decision-making — you're comfortable with data visualization tools and experimentation design, and you instinctively connect campaign performance to business metrics - A track record of earning trust and influence with senior cross-functional stakeholders — Product, Data Science, Growth — and bringing those partners along on bold, long-term initiatives - Experience building AI-native marketing workflows — you've made thoughtful adoption decisions on AI tools and platforms, developed repeatable AI-assisted processes at a team level (personalization, segmentation, QA, reporting), and can speak credibly to AI's role in lifecycle marketing in executive and cross-functional forums - Experience leading, developing, and holding a high bar for teams of 6+ lifecycle marketers, including Managers; you're a direct, empathetic coach who makes your team better WHY WEALTHSIMPLE? 🌸 Top-tier health benefits and life insurance 📈 Long-term group savings with employer match, through Wealthsimple for Business 🌴 20 vacation days, 4 wellness days, and unlimited sick and mental health days per year ✈️ 90 days away: work outside Canada for up to 90 days per year 👥 Employee resource groups, including Rainbow (2SLGBTQ), Women of WS, and Black at WS 🌎 We are a hybrid team with over 1,500 employees across North America. The people are one of the best parts of working here: you'll collaborate with incredibly talented, curious, and driven teammates who are deeply committed to doing great work. ICYMI Technology & Innovation at Wealthsimple: We move quickly and build thoughtfully. That means we're always looking for better ways to work — whether that's new tools, AI, or rethinking how we approach a problem. We don't expect you to have all the answers, but we do expect curiosity and a willingness to evolve alongside the products we're building. Inclusion Statement: We're building products for a diverse world, and we need a diverse team to do it well. We strongly encourage applications from everyone, regardless of race, religion, colour, national origin, gender, sexual orientation, age, marital status, or disability status. Accessibility Statement: We're committed to an accessible hiring experience. If you need any accommodations throughout the interview process, please let us know — we'll work with you to make sure you have what you need. We also welcome any feedback on how we can better accommodate candidates with accessibility needs. AI in Hiring: We may use artificial intelligence (AI) tools to support parts of our hiring process, such as reviewing applications, analyzing resumes, or assessing responses. These tools assist our team but don't replace human judgment – all final hiring decisions are made by people. If you have questions about how your data is used, reach out to us.