D2L is a cloud company that is modernizing education and building the Future of Work. The old models of teaching and learning are in the midst of the largest transformation in history, and D2L is at the heart of that fundamental shift.
New models of teaching and learning enable a personalized, student-centric experience – and deliver improved retention, engagement, satisfaction, and results for learners of all ages – in schools, campuses, and companies.
D2L is disrupting the way the world learns, by providing the next generation learning environment and solutions to engage and inspire learners. And most importantly, by giving customers a platform that is easy, flexible, and smart. No other company provides a solution as robust and innovative as D2L.
D2L has had a singular mission for 25 years and is dedicated to that same mission in the years ahead: to transform the way the world learns – and by doing so, we will help improve human potential globally.
Every application we receive is personally reviewed by a member of our Talent Acquisition team - yes, a real person looks at your resume! While we use AI tools internally to streamline tasks like meeting notes, summaries, and administrative work, these tools never rank resumes, make hiring decisions, or influence candidate evaluations.
Job Summary:
The Customer Lifecycle Manager plays a critical role in shaping and optimizing how customers experience D2L throughout their entire journey—from onboarding and adoption to maturity, renewal, and expansion. This role is responsible for designing and operationalizing lifecycle programs that improve customer engagement, reduce churn, and drive long-term value realization.
As a core member of the Customer Success or Customer Marketing team (depending on structure), the Customer Lifecycle Manager uses data-driven insights, deep customer empathy, and cross-functional collaboration to build scalable, personalized lifecycle experiences. This leader ensures customers are supported with the right message, at the right time, through the right channel—ultimately helping them achieve meaningful outcomes with D2L’s solutions
HOW YOU'LL MAKE AN IMPACT:
GTM Strategy & Planning
- Define and own the GTM strategy and planning frameworks for product launches, feature releases, and customer growth initiatives.
- Translate company and segment priorities into clear GTM plans, timelines, and measurable outcomes.
- Establish planning cadences (e.g., launch planning, quarterly GTM reviews) to align Product Marketing and Customer Marketing.
Lifecycle Strategy & Program Design
- Develop and own the customer lifecycle strategy, aligning programs to key business objectives such as onboarding effectiveness, product adoption, renewal health, and expansion opportunities.
- Build scalable lifecycle frameworks that support customers from initial implementation through long-term engagement.
- Define audience segments and lifecycle stages, and build automation strategies to support each.
Customer Engagement & Value Realization
- Create proactive engagement programs that promote adoption, deepen product usage, and mitigate churn risks.
- Design multi-channel communication strategies (email, in-app messaging, webinars, knowledge content) tailored to customer needs and behavioral insights.
- Partner with Customer Success Managers to ensure lifecycle programs support a consistent and impactful customer experience.
Data, Insights & Optimization
- Use customer behavioral data, health metrics, and journey analytics to prioritize lifecycle initiatives.
- Monitor program performance, KPI trends, and customer engagement to drive continuous improvements.
- Identify churn signals and partner with CS leadership to design targeted intervention campaigns.
Marketing Automation & Journey Orchestration
- Build automated workflows and customer journeys using tools such as HubSpot, Planhat, Salesforce, or equivalent platforms.
- Manage lifecycle campaigns end-to-end, including segmentation, messaging, testing, and measurement.
- Work with marketing operations to ensure data quality, integration consistency, and automation best practices.
Content & Messaging Development
- Develop clear, value-oriented messaging that supports the customer journey at every stage.
- Collaborate with Product Marketing and Content teams to produce customer-facing materials such as onboarding guides, feature-adoption messaging, and renewal content.
- Ensure all messaging is aligned with D2L’s brand, tone, and customer needs.
Cross-Functional Collaboration
- Partner closely with Customer Success, Product, Sales, and Support to ensure cohesive lifecycle experiences.
- Gather insights from field teams and customer feedback sources to enhance journey design.
- Align lifecycle programs with product releases, customer programs, and strategic initiatives.
WHAT YOU'LL BRING TO THE ROLE:
Competencies:
- Strategic Thinking – Ability to design end-to-end customer lifecycle strategies that influence retention and expansion.
- Customer-Centric Mindset – Deep commitment to understanding customer needs and driving value realization.
- Data-Driven Decision Making – Experienced in analyzing customer health, journey metrics, and engagement insights.
- Marketing Automation Expertise – Proficiency with lifecycle automation platforms (HubSpot, Marketo, Planhat, Salesforce, etc.).
- Content Development – Strong writing and storytelling skills to craft effective customer communications.
- Project Management – Ability to manage multiple priorities and drive cross-functional initiatives.
- Collaboration & Influence – Adept at working across Customer Success, Product, Sales, and Marketing.
- Problem-Solving – Proactively identifies issues and creates scalable solutions.
- AI Acumen – Ability to leverage emerging AI tools to support personalization, content generation, and lifecycle optimization.D2L Leadership Competencies
Suggested Qualifications/Experience:
- 5+ years of experience in lifecycle marketing, customer marketing, or related fields.
- Experience working with B2B SaaS or technology-driven products preferred.
- Hands-on experience with marketing automation tools (e.g., Marketo, HubSpot, 6sense, Salesforce).
- Strong understanding of customer segmentation, email marketing, and retention strategies.
- Proven track record of executing multi-channel campaigns that drive customer engagement and retention.
- Ability to translate data insights into actionable marketing strategies.
- Exceptional communication and collaboration skills.
The expected base salary range for a new hire in this role is listed below. The annualized base salary offered is determined by each candidate’s relevant knowledge, skills, education, training and experience. It is aligned to ensure both internal and external competitiveness using market data for the geographic location and industry. As part of the total compensation at D2L the role may be eligible for additional benefits including a Wellness Subsidy, Equity Grants, Variable Incentive, and more.
Don’t meet every single requirement? We strongly encourage you to still apply! At D2L, we are committed to creating a diverse and inclusive environment. We encourage your application even if you don't believe you meet every single qualification outlined, because we love to help our people grow and develop!
Why we're awesome:
At D2L, we are dedicated to providing you with the tools to do the best work of your life. While some of our perks and benefits may vary depending on location or employment type, we are proud to provide employees with the following through #LifeAtD2L:
- Impactful work transforming the way the world learns
- Flexible work arrangements
- Learning and Growth opportunities
- Tuition reimbursement of up to $4,000 CAD for continuing education through our SkillsWave Program
- 2 Paid Days off for SkillsWave-related activities like exams or final assignments
- Employee wellbeing (Access to mental health services, EFAP program, financial planning and more)
- Retirement planning
- 2 Paid Volunteer Days
- Competitive Benefits Package
- Home Internet Reimbursements
- Employee Referral Program
- Wellness Reimbursement
- Employee Recognition
- Social Events
- Dog Friendly Offices Spaces at our HQ in Kitchener, Winnipeg, Vancouver and Melbourne offices.
