Customer Relationship Management Manager

At Rates.ca Group Ltd., our mission is to help Canadians make better insurance and money decisions. We are Canada's largest digital acquisition platform for insurance and money, and our family of search-and-compare websites (Rates.ca, LowestRates.ca, and InsuranceHotline.com) attracts over 10 million Canadians every year. Scoop Insurance, our digital brokerage, serves more than 140,000 clients coast-to-coast.

About the Role

Reporting to the Director of Brand, the CRM Manager owns how we engage clients across the full policy lifecycle, from onboarding through service, renewal, and cross-sell, using Braze as our core marketing automation and messaging platform. This is a hands-on platform ownership role: you will build, QA, launch, and measure the Campaigns and Canvases that touch our entire client base.

This role is dedicated to the brokerage. Your accountability is to Scoop Insurance's client base, and you will not carry ownership of lifecycle marketing for our aggregator brands. From time to time you may serve as backup for the aggregator email lead, covering vacation, illness, or other short-term absences.

You will partner closely with our brokerage teams in Welland, Ontario, where Sales, Service, Product, Operations, and Underwriting, and work across Business Intelligence, Technology, and Marketing teams in Toronto. Insurance is a highly regulated, trust-driven industry, so the work demands equal parts technical fluency, analytical rigour, and the interpersonal skill to build confidence with stakeholders.

Location

• Hybrid: 2 days in office one week (Tuesday & Thursday), 3 days the next (Tuesday, Wednesday & Thursday), rotating.
• This role will be based out of our Welland, ON brokerage office.
• Travel to the Toronto Office approximately once per month to meet with key brokerage stakeholders.

Key Responsibilities

Braze Platform Ownership

• Act as the internal subject-matter expert for Braze, owning campaign and Canvas builds, segmentation, Liquid personalization, subscription groups, and A/B testing.
• Maintain platform configuration, workspace hygiene, user permissions, and integration health to protect deliverability and performance.
• Monitor sender reputation, bounce, and complaint metrics, and escalate deliverability issues before they affect sending.
• Track Braze feature releases and recommend where new capabilities are worth adopting.

Segmentation & Data Quality

• Design and maintain audience segmentation aligned to lifecycle stage, policy line, carrier, and renewal timing.
• Own list hygiene end to end: deduplication, suppression management, unsubscribe handling, and validation of inbound attributes.
• Partner with Business Intelligence and IT to keep data flowing cleanly from our policy administration and data warehouse environments, Snowflake, into Braze.

Quality Assurance

• Establish and enforce pre-launch QA protocols across every send, audience logic, personalization, links and UTMs, carrier and product accuracy, required disclosures, and rendering across clients and devices.
• Build repeatable QA checklists, peer-review steps, and seed-list testing cadences so that error-free launches are the default, not the exception.
• Monitor post-send performance and lead remediation quickly and transparently when something does go wrong.

Cross-Sell, Retention & Lifecycle Programs

• Develop and execute cross-sell and upsell programs across auto, property, tenant, RV, and commercial lines in partnership with Sales and brokerage leadership.
• Build trigger-based journeys keyed to client behaviour, policy anniversaries, renewal windows, and life events.
• Own lifecycle communications across email, SMS, and supporting channels, including onboarding, service, and renewal touchpoints.
• Report on campaign performance, conversion, and attributable premium impact from CRM-driven activity.

Stakeholder Management & Communication

• Serve as the primary link between Brand Marketing and brokerage stakeholders in Welland, including Sales leadership, Service, Underwriting, and our VP, Principal Broker.
• Translate business goals into technical campaign requirements, and translate platform capability into plain-language opportunities for non-technical partners.
• Secure compliance and regulated-copy sign-off on client-facing communications before launch.
• Present results, insights, and recommendations to the Director of Brand and senior leadership.

What You Should Have

Required

• 3+ years of hands-on Braze experience; campaigns, Canvases, segmentation, Liquid personalization, subscription groups, and reporting. This is a mandatory requirement for the role.
• 4+ years in CRM, lifecycle marketing, or marketing automation.
• Demonstrated ownership of segmentation, list hygiene, and database quality management at scale.
• Proven track record building cross-sell, upsell, or retention programs with measurable results.
• Working knowledge of Canadian email and SMS compliance, including CASL and CRTC requirements around express consent, unsubscribe handling, and record-keeping.
• Excellent written and verbal communication skills, with real comfort presenting to and influencing senior stakeholders.
• Strong interpersonal skills and the ability to build trust across sales, service, and technical teams with competing priorities.
• Strong project management skills and the ability to run several stakeholder priorities at once without losing accuracy.

Strong Assets

• Experience in insurance, financial services, or another regulated industry.
• Braze certifications.
• Familiarity with policy administration systems or insurance-specific CRM and data environments.
• Experience with A/B testing methodology and campaign performance analytics, and with tools such as Snowflake, Looker, or Heap.

What Success Looks Like

• Clean, well-governed segmentation logic that scales across brands and product lines.
• Consistently error-free campaign launches, driven by QA discipline rather than reactive fixes.
• Measurable lift in cross-sell conversion and policy attachment rates.
• Braze understood and trusted as a well-run platform, with clear documentation and no single points of failure.
• Strong, trusted working relationships between Brand & Marketing and the brokerage teams in Welland.

Our Perks

• You get your birthday off.
• Four weeks of our Work From Anywhere program every year.
• Full employer-paid benefits and an RRSP matching program.
• Dedicated paid volunteer time to give back to the community.
• Access to LinkedIn Learning for professional development.
• Annual holiday festivities, free lunches, and in-office perks.

The compensation package includes a competitive salary based on experience, health benefits, RRSP match, and an annual incentive bonus.

Rates.ca Group Ltd. is an equal opportunity employer and are committed to providing an inclusive and accessible workplace. We welcome applications from all qualified individuals. Accommodations are available upon request for candidates taking part in all aspects of the recruitment and selection process.