Lifecycle and Email Marketing Specialist

About OSG

OSG is a national leader in workplace health and safety, delivering training, consulting, and software solutions that help organizations operate safer, smarter, and more effectively.

We partner with organizations across Canada to navigate complex regulatory environments, reduce risk, and build strong safety cultures that support both compliance and performance. Our approach combines practical expertise, modern learning solutions, and a deep understanding of workplace realities.

At OSG, we believe safety is not just about meeting requirements—it is about enabling people and businesses to thrive. Our team is driven by a shared commitment to quality, continuous improvement, and making a meaningful impact for our clients every day.

About the Role

As a Lifecycle and Email Marketing Specialist, you'll play a key role in driving revenue growth, customer retention, and cross-sell opportunities through OSG's lifecycle and email marketing programs. You'll take ownership of planning, building, executing, and optimizing email campaigns and automated workflows, bringing the lifecycle strategy and program designs to life. You'll also help maintain the health and performance of the HubSpot platform, including its Salesforce integration and email deliverability, ensuring OSG's marketing programs run effectively across the organization.

Key Responsibilities

Campaign Planning and Content

• Owns email tactics, day-to-day priorities and campaign planning within the approved channel strategy and program designs, and sets its own work plan.

• Plans, writes, designs, builds and sends standalone, moment-in-time email campaigns.

• Contributes email and lifecycle plans to GTM planning and campaigns with Marketing and leadership, integrating email with other channels.

• Produces email branding and design elements, shared across Marketing channels.

Lifecycle Programs and Automation

• Builds, runs and maintains always-on automations triggered by CRM criteria, such as welcome, certificate renewal and abandoned cart flows, to program designs set by the Director of Marketing.

• Builds and maintains automated lifecycle workflows based on the cross-sell strategy and matrix, identifying opportunities to move existing single-product customers toward additional OSG products and services

• Builds and runs the implied-consent lifecycle program, which moves non-consented contacts to express consent and drives repeat purchase, within the CASL consent framework set by the Director of Marketing and approved by Legal.

• Builds and runs lifecycle programs for products email does not yet cover, such as consulting and the LMS, to designs set by the Director of Marketing.

• Reviews every program, automation and segment at least annually, updates them within the approved design, and recommends design changes.

Audiences and Cross-Functional Data

• Builds and maintains the segments and lists that trigger campaigns and automations, including merged LMS audiences.

• Builds HubSpot segments, audience reports and automated buying-signal alerts for Sales and Client Success, from criteria set by those teams, such as contacts who viewed a product landing page in the last six months.

• Works with Client Success on lifecycle events, new triggers and segments, and produces the lifecycle checkpoints Client Success uses for outbound calls.

Platform and Deliverability

• Administers HubSpot day to day, keeping it healthy and functional, and implements new HubSpot tools and channels as the Director of Marketing adopts them, such as SMS and AI chat.

• Monitors the existing Salesforce to HubSpot sync, and executes field additions and mapping changes specified by the Director of Marketing and Senior Developer on a regular, roughly monthly cadence.

• Coordinates with the LMS team on shared user segments.

• Maintains and improves email deliverability across the OSG ecosystem, including LMS and Salesforce email, using Google Postmaster Tools and similar tools.

• Identifies potential issues with marketing sends or automations, pausing affected sends or workflows and escalating concerns to the Director of Marketing as needed.

• Escalates unfamiliar or complex situations to the Director of Marketing, such as a new kind of sync error or a consent question the framework does not answer.

Communications Quality

• Audits, writes and deploys transactional and operational email sent from the CRM, such as receipts and reminders.

• Audits and edits customer communications across the business, including Salesforce and LMS emails, to improve conversion and reduce Client Success tickets.

Measurement and Reporting

• Reports KPIs and revenue attribution to the Director of Marketing weekly, monthly and quarterly.

• Designs and runs A/B tests, documents results and shares the learnings with Marketing.

• Audits campaigns and tactics, and analyzes data across OSG's reporting stack, including Google Analytics, to improve email performance

Qualifications & Experience

Required

• Email and lifecycle marketing experience, including end-to-end ownership of a marketing automation platform (e.g., HubSpot) and its CRM integrations. Experience with B2B e-commerce is considered a strong asset.

• Strong written communication skills, with the ability to write, edit, and publish clear, engaging B2B marketing content.

• HubSpot proficiency; certification is an asset.

• Hands-on experience using Salesforce CRM to manage customer information, workflows, and marketing data. Equivalent combinations of other CRM, email and lifecycle platforms will be considered..

Preferred

• Working knowledge of CASL.

• Omnichannel campaign experience.

• French language skills.

• SMS marketing experience.

• Experience using AI agents and AI tools in marketing workflows.

• Experience with HubSpot tools beyond those described here.

• Programming or development experience.

• Familiarity with health and safety, regulated industries, or the adult learning and education sector is a strong asset.

How We Hire

We use AI tools to support our recruitment process, including helping us organize applications and identify early matches based on role criteria. That said, every rejection decision is made by a human. We encourage candidates to apply authentically and avoid relying solely on AI-generated responses, especially during interviews.

This posting is for a current, open position within OSG.

This opportunity is offered through HighlightTA, the on-demand talent team supporting OSG's growth.

Connect with us and learn more:

OSG on LinkedIn

HighlightTA on LinkedIn