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About Willful

Are you looking to join an enthusiastic, mission-driven startup? At Willful, we're known for bringing the crucial but overlooked task of estate planning out of the shadows and into the same conversation as insurance, financial planning and filing your taxes. While end-of-life planning is a very sensitive subject, our mission at Willful is to use technology and empathy to make the process as simple and painless as possible.

Our company has caught the attention of major publications such as The Globe and Mail, The Toronto Star, Global News, Betakit and has struck a deal on Dragons' Den. Willful has been approached by industry leaders in banking, insurance and employee benefits, and we have active national partnerships with Allstate, Arbor Memorial, CIBC, and other top Canadian brands.

Transforming estate planning to give people an accessible, dependable and affordable option is the fuel that drives us every day. We've helped over 150,000 customers create their wills and power of attorney documents since launching in 2017, and now we're looking to hire a Content Marketing Specialist to help us continue on our mission.

What does it mean to be a Content Marketing Specialist at Willful?

Our customers are people going through big life moments - new parents, newlyweds, homeowners, retirees - and we're helping them get peace of mind through wills and estate planning.

As a Content Marketing Specialist, you'll use a customer-centric approach to drive reach, conversion and engagement through content and copy. Your role will help make Willful the smart, easy, and obvious choice for the right customers.

You will report to the Senior Marketing Manager and work closely with our small, quickly-growing marketing team! You'll also work collaboratively with our Product and Partnerships teams to craft communications and copy that help Willful reach our growth goals.

How You'll Make an Impact

Success in this role means contributing to the Marketing team's efforts to hit growth targets as well as key strategic projects that help the business achieve important milestones

How you'll make an impact:

• Create click-worthy content: You'll work closely with the rest of the marketing team to produce innovative and engaging content pieces. (Including everything from blog posts and educational articles to downloadables) You'll also manage our content calendar to keep the content flowing.
  
• Write conversion-driven copy: From email to landing pages to ads, you'll write engaging copy that encourages Canadians to complete their wills.
• Test and learn: You'll continue to optimize our content marketing activities by leveraging A/B testing and following the data.
  
• Support our social strategy: You'll also support with strategy and content creation for platforms like Instagram, TikTok, Facebook, and Twitter.

While these will be your key areas of ownership, we're a small team at Willful, so you'll likely also support a variety of other projects, including partnerships marketing and PR. We're looking for someone who's willing to pitch in where needed, even if it's not expressly outlined in the job description.

Who you are

• You have content marketing experience: You have 3-4 years of experience developing strategic and high-performing content for a fast-growing B2C brand
  
• You have strong communication skills: You love to write. Whether it's copywriting for conversion or a 2,000 word educational article, you can write succinctly and error-free. (And you have the portfolio to showcase it!)
  
• You get SEO: You have a good grasp of how content and SEO intersect. Plus, you understand best practices when it comes to writing with SEO in mind.
  
• Empathy is one of your top traits: You have high emotional intelligence, a strong sense of empathy and the desire to solve real problems for Canadians.
  
• You're an effective communicator: You're comfortable working in a highly cross-functional role, collaborating with and demonstrating your work to stakeholders across the business.
  
• You're resourceful: As a small team, we need people who can find the answer to any question. You have excellent problem-solving skills and are willing to learn anything you need to to get your job done.
• You're results-oriented: You know how to use data and analytics to make strategic decisions that help us reach our content goals.

Bonus points if you have experience working with tools in our marketing stack, like Google Analytics, Webflow, and Asana.

We're looking for the right person to join our team! We don't care where you went to school - or if you went to school - as long as you have a proven track record of marketing success.

Even if you don't check off all the boxes but you think you'd be a good fit for the team – we encourage you to apply.

Perks + What we offer

• The opportunity to work in the nascent space of estate planning that is ripe for disruption
• Competitive salary and participation in employee stock option plan (ESOP)
• Comprehensive Sun Life benefits plan, including health, dental, and vision
• Choice of $500 perk: a health spending account (HSA) OR as RRSP matching through Wealthsimple for Employees
• An annual education budget to sharpen your existing skills or learn a new skill set
• Shortened summer hours, and company-wide “recharge” days off in December in addition to your vacation time
• Competitive parental leave policy
• Flexible work hours to accommodate both work and home life
• Fun and inclusive remote team events and in-person retreats twice a year.

We're building a diverse team

Willful is an equal-opportunity employer. We celebrate our inclusive work environment and welcome members of all backgrounds and perspectives to apply. We are committed to providing reasonable accommodations and will work with you to meet your needs. We have a commitment to diverse hiring and are proud to say that 50% of our team, and 50% of our C-level executives, are female-identifying.

Work where you want to

We're looking for the right person to join our team so this role isn't limited by geography and will be 100% remote. The only requirement is that you must be legally able to work in Canada. You will be required to attend in-person company retreats and strategic planning sessions several times a year.

Interviewing at Willful

Here's what you can expect.

• Phone screen (10-20 min)
• Interview with Senior Marketing Manager (45 min)
• Short at-home assignment (1-hour max)
• Assignment review and final interview with Manager + CRO (45-60 min)
• References
• Meet the Marketing Team
• Offer

All recruiting activities, including interviews and new hire onboarding will be conducted virtually.

Start Date: May 2023. Flexible.