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Restaurant Brands International Inc. is one of the world's largest quick service restaurant companies with nearly $45 billion in annual system-wide sales and over 32,000 restaurants in more than 120 countries and territories.
RBI owns four of the world's most prominent and iconic quick service restaurant brands – TIM HORTONS®, BURGER KING®, POPEYES®, and FIREHOUSE SUBS®. These independently operated brands have been serving their respective guests, franchisees and communities for decades. Through its Restaurant Brands for Good framework, RBI is improving sustainable outcomes related to its food, the planet, and people and communities.
RBI is committed to growing the TIM HORTONS®, BURGER KING®, POPEYES® and FIREHOUSE SUBS® brands by leveraging their respective core values, employee and franchisee relationships, and long track records of community support. Each brand benefits from the global scale and shared best practices that come from ownership by Restaurant Brands International Inc.
Senior Manager, Lifecycle & CRM (Tims Rewards)
Location: Toronto, Ontario, Canada
Reporting to: Senior Director, Loyalty & CRM
The Senior Manager, CRM & Lifecycle owns the end-to-end lifecycle strategy and execution for Tims Rewards, from onboarding through engagement and winback. This role is fundamentally about changing member behaviour — getting the right message to the right member at the right time to drive meaningful action.
This role translates loyalty strategy into high-performing CRM programs that influence how members engage with Tims Rewards, working closely with Marketing Communications on creative execution and with Martech teams on deployment. The focus is on driving member growth, engagement, and GM$ impact through precise, insight-led lifecycle marketing.
What You'll Be Responsible For
1. Own Lifecycle Strategy and Programs
2. Lead CRM Campaign Planning and Execution
Develop clear briefs and requirements that define audience, behavioural goal, message hierarchy, and success criteria
3. Partner with Marketing Communications on Creative
Develop clear, insight-led briefs that articulate the member segment, behavioural objective, and message strategy so that creative can be executed effectively
Champion a performance mindset within the creative process, using data to inform messaging, tone, and calls to action
5. Drive Performance and Optimization
Lead ongoing optimization through structured testing — messaging, segmentation, channel, cadence — with a clear hypothesis-driven approach
6. Strengthen CRM Operations and Processes
Base salary range of $130,000 – $165,000 CAD. Base salary for this position may vary based on relevant factors such as experience, education, location, and skills. This position is eligible to participate in the Company’s annual discretionary bonus plan, subject to the terms and conditions of the incentive program, based on individual and company performance metrics. This position may also be eligible for additional compensation in the form of equity grants pursuant to the Company’s long-term incentive plan.
This posting is for an existing vacancy.
RBI follows a 5 day, in-office work schedule to support collaboration. Successful candidates will be expected to work onsite 5 days per week.
Benefits at all of our global offices are focused on physical, mental and financial wellness. We offer unique and progressive benefits, including a comprehensive global paid parental leave program that supports employees as they expand their families, free telemedicine and mental wellness support.
Restaurant Brands International and all of its affiliated companies (collectively, RBI) are equal opportunity and affirmative action employers that do not discriminate on the basis of race, national origin, religion, age, color, sex, sexual orientation, gender identity, disability, or veteran status, or any other characteristic protected by local, state, provincial or federal laws, rules, or regulations. RBI's policy applies to all terms and conditions of employment. Accommodation is available for applicants with disabilities upon request.
