Director, eMail Marketing at Canada Goose

Job description

Location: Toronto Address: 100 Queens Quay East Toronto, Ontario M5E 1V3 Canada Job Title: Director, eMail Marketing 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,