We are a resolutely forward-thinking Crown corporation. We have developed a rebuild plan that extends through 2025 to support us in our mission of transforming Canadians’ journeys by creating smarter ways to travel.
We want Canadians to rediscover the joy of travelling and, in doing so, help build a better economic, social and environmental future.
What an exciting time to joint VIA Rail with its fleet renewal project, increasing ridership and numerous ongoing and future projects.
Join a dynamic team that is transforming the interactions with our customers and actively contributing to our organization’s transformation! As the Specialist, Lifecycle Management, you actively participate in the development and execution of marketing and communications in support of VIA Rail customer relationship management activities, including those of the VIA Préférence program.
The ideal candidate will have experience with Loyalty Programs and Digital Marketing.In this role, you are responsible for the maintenance and program enhancements for the VIA Préférence program, manage the content of its Web site, manage the daily relationship with the VIA Préférence agency, and analyse and report on program performance and trends.
Your day-to-day will include the following responsibilities : Customer Management :
Participate in the development and implementation of the annual membership management plan and marketing programs to engage and retain loyalty program members & VIA Rail non-member customers.
Develop and leverage membership knowledge (segmentation, profitability, program behavior, membership KPIs) and member journey mapping to influence development of new products / programs / policies and processes.
Prepare business cases to support the development of member strategies.
Track performance of marketing programs and member product / services and recommend strategies to improve performance where appropriate.
Work in close relationship with Marketing Research & Analytics to leverage knowledge from all initiatives.
Assist other Marketing colleagues as required; actively participate in the annual strategic planning exercise.Customer Communications :
Manage VIA’s customer loyalty program and CRM initiatives. Plans, prepares, and delivers all VIA Preference and non-member lifecycle management communications and marketing initiatives with VIA Preference’s agency and the CRM Campaign Management team, from marketing / creative briefs to project completion.
Manage the daily relationship with the agency and prioritizes the required projects and timelines.
Participate in the evolution, and the management of the content, of the Via Preference web site, and acts as the liaison for all VIA preference content and functionality across other VIA Rail digital properties.Loyalty Program Management :
Participate in upcoming changes to the Loyalty program and the integration of a new reservation system.
Participate in the management of the loyalty program, including program evolution, internal communications, automated reporting tools (dashboards), partner management, and ad hoc queries and analysis.
Track performance of VIA Preference program and recommend strategies to improve performance where appropriate.
Establish and maintain additional partnership relations with third parties, including other customer loyalty programs, in order to increase VIA’s visibility and to add value for its customers.
Bachelor's degree in Marketing or other relevant field.
6 years of experience in Loyalty and / or Relationship Marketing experience.
Experience in the hospitality or transportation industry is an asset.
Digital Marketing experience, including multi-channel marketing, is an asset.
Very good verbal and written communication skills in both official languages.
In depth understanding of membership development and customer management principles.
Strong ability to analyze primary and secondary data, translate results into marketing strategies.
Demonstrated experience in marketing strategy and campaign planning.
Strong communication and relationship building skills to coordinate the needs of different business units and their strategies.
Ability to multi-task, prioritizing initiatives and coordinating activities with third parties.
Analytical, with strong attention to detail.
Comfortable working with a team in a fast-paced environment, and ability to prioritize and meet deadlines within specific time constraints.