Lifecycle Marketing Manager, Silvie

Marketing | Toronto or Waterloo, hybrid | Reports to the CEO

Silvie helps older adults live safer, longer and better in their own homes, and gives their families peace of mind. No cameras. Nothing to wear. Silvie is the consumer brand of Pontosense, whose technology is live in 24 countries, and it launches nationally in January.

January brings families to Silvie. Lifecycle is what keeps them, and turns them into the people who tell their friends. Every email, push and in-app moment after the first purchase shapes whether Silvie becomes part of a family's routine or ends up forgotten. We need someone to own that journey from day one.

Your mandate is retention and referral: the full journey from first visit to long-term fan, across email, SMS, push and in-app. You'll work with growth, content, product and customer support, and you'll be hands-on in the tools yourself. This is a building role. Silvie's lifecycle program doesn't exist yet. You'll write it.

• Win over the parent: journeys that help the adult child bring Mom or Dad on board, and answer "will I be watched?" before it's asked.
• Setup to first value: onboarding that gets every home set up and the family seeing its first useful insight in week one.
• The everyday habit: weekly digests and in-app moments that make Silvie part of the family routine.
• Referral that feels like a recommendation: turn happy families into the next ones, through Founding Families and referral programs.
• Retention and win-back: spot quiet homes early and bring them back with something useful, not a discount.
• Segments that matter: the buyer and the parent, direct, agency and carrier families, each with the right message.
• Testing and measurement: A/B test journeys, timing and copy, with clear dashboards for activation, retention, referral and churn.
• Time with real families: listen in on support calls and read the replies, so every journey is built on what families actually say.

• Two audiences: the adult child who buys, and the parent who decides whether Silvie stays.
• Trust first: privacy and dignity come before any campaign.
• Calm, never fear: the tone has to reassure, especially around the moments that matter most.
• A launch on the calendar: core journeys need to be live as families arrive.

• Welcome, onboarding and referral journeys are live and measured.
• You have baseline activation and retention numbers the whole team understands.
• You have tested your first big ideas and shipped what worked.

• More homes are set up and active in their first month.
• Retention is up and churn keeps going down, month over month.
• Referral is a real channel, not a side project.
• Families reply to our emails because they want to.

• You have built lifecycle or CRM programs for a consumer, DTC, subscription or app brand, roughly 3 to 6 years in.
• You are hands-on in tools like Klaviyo, Braze, Customer.io or HubSpot, and you build the journeys yourself.
• You write copy people actually read, and you know when less is more.
• You are comfortable with data: cohorts, funnels and tests are how you decide.
• You care about older adults and their families, and it shows in your work.
• Bonus: health, wellness or caregiving; hardware with a subscription; referral or loyalty programs.

• You would rather manage agencies than build the programs yourself.
• Your work lives mostly in strategy decks.
• You only want to own acquisition.

The person who builds this well becomes the owner of retention and lifecycle at Silvie, and grows into leading that team as we scale.

Build it right, then make it better.

Real impact. There is more room to make a difference here than at a company ten times our size.

Send one lifecycle program you built and what it achieved, and a few lines on this: a daughter buys Silvie, but her father hasn't agreed to install it yet. What is the first message you send her?

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