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Manager Customer Engagement

Requisition ID:  167323 

Career Group:  Corporate Office Careers 

Job Category:  Direct-to-Customer Communications 

Travel Requirements:  0 - 10%

Job Type:  Full-Time


Country: Canada (CA) 

Province: Ontario  

City: Mississauga

Location: Tahoe Office 

Postal Code: L4W 0C7 


Our family of 134,000 employees and franchise affiliates share a collective passion for delivering exceptional shopping experiences and amazing food to all our customers. Our mission is to nurture the things that make life better – great experiences, families, communities, and our employees. We are a family nurturing families.  


A proudly Canadian company, we started in a small town in Nova Scotia but we are now in communities of all sizes across this great country. With over 1500 stores in all 10 provinces, you may know us as Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods, Lawton’s Drug Stores or another of our great banners but we are all one extended family. 


All career opportunities will be open a minimum of 5 business days from the date of posting.



The Direct to Customer (DTC) Communications Manager is responsible for driving the overall DTC strategy with an OMNI channel approach to communications and customer journeys in channels like email, push, digital and SMS messages. You will help to drive strategic KPIs for these channels, provide strategies for always on journeys and seasonal campaigns, as well as oversee campaign execution across agency partners, while managing spend distribution and focus of these channels. Responsible for using customer data and insights to drive customer engagement and personalization. They are also responsible for customer email growth through new channel innovation and current channel optimization of our Paid Digital, owned and partner channel efforts.

Job Description


  • DTC marketing for all National Sobeys banners (Sobeys, Safeway, Foodland, FreshCo, Chalo, Thrifty Foods, Pharmacy, Liquor) across Canada and work closely with Quebec team to support with Insights
  • Take a strategic approach to leading and optimizing customer acquisition programs through paid digital and channel partners programs, from awareness through to conversion, to meet reach, frequency, CPA, ROI, and budget goals, working directly within existing toolsets as well as through agency partners
  • Responsible for driving DTC marketing with a focus on personalization across the organization through always on customer lifecycle journeys, triggers and campaign innovation, with continuous optimizations, constant testing, educating on new processes, getting internal alignments on new technology and publishing results
  • Serve as a DTC thought leader and make recommendations to various internal teams and share industry best practices around optimizations, KPIs to track, attribution solutions and go-to-market strategies
  • Manage and efficiently scale brand awareness and customer engagement campaigns across email, digital and mobile channels. Comfortable understanding data insights and KPIs, actively investigate and identify high potential opportunities to test and incorporate into channel strategy (e.g., audience, personalized creative / content)
  • Collaborate with Loyalty, Sponsorship, Media, Brand, Creative, Content, Analytics and Insights teams to build and execute Integrated DTC Marketing campaigns, using insights to fuel creative solutions incorporating analytical expertise to optimize performance, personalize the experience and drive customer engagement
  • Leverage measurement tools to provide progress reports and insights and steer investment and priorities, while continually finding ways to improve on those metrics through testing and new initiatives
  • Accountable for identifying and scoping enhancements for our personalized offer workstreams based on Business needs and lead the execution of personalized offers, through process improvements and system knowledge
  • Lead a team of DTC specialists; constantly motivate and coach them to drive performance, learn on the job and help them with their career growth plan


Job Requirements

  • A minimum of 8-10 years of experience in Marketing experience either in Retail or Loyalty managing Integrated CRM campaigns on a national level
  • Undergraduate or graduate degree in Marketing, Engineering, Economics, Finance, Applied Statistics or another quantitative field (MBA preferred)
  • Hands on experience with managing large scale CRM & CDP Platforms
  • Significant experience managing multi-million-dollar DTC marketing budgets across all OMNI channels
  • Recent experience with hands-on development and optimization of large-scale DTC campaigns. Intimate knowledge and experience with customer journeys and leveraging insights to drive personalization
  • Unparalleled analytical skills with the ability to promptly establish priorities and communicate expectations
  • Proven experience developing and scaling new customer lifecycle and acquisition programs, as well as monitoring and refining existing programs to meet the company’s objectives, strategies, and forecasts
  • Project management skills to manage multiple projects across departments and prioritization to meet deadlines
  • Experience using enterprise level Personalization Engines, Content Management System (CMS), Product Information Management System (PIM), Digital Asset management (eDAM) and CRM applications
  • Experience with SalesForce Marketing Cloud and OpenText an asset
  • Strong leadership and people management skills


Sobeys is committed to accommodating applicants with disabilities throughout the hiring process and will work with applicants requesting accommodation at any stage of this process.



While all responses are appreciated only those being considered for interviews will be acknowledged.


We appreciate the interest from the Staffing industry however respectfully request no calls or unsolicited resumes from Agencies.