Marketing Specialist, Partnerships

Remote Full TimeToronto, ON, Canada (Remote)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 MailThe Toronto StarGlobal NewsBetakit 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 Marketing Specialist to help us continue our mission.

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

One of the most effective ways that Willful can help more Canadians put end-of-life plans in place is via partnerships with organizations that share our goal of making financial wellness accessible to their customers, members and employees.

We’re looking for an experienced, performance-obsessed marketing tactician and communicator to bring a data-driven approach to planning, executing and optimizing day-to-day marketing activities.

You will be a pivotal member on a team that will support and drive growth for the B2B2C division for the fastest-growing legal tech brand in Canada. As Marketing Specialist, Partnerships you will report directly to the Director, SEO and Organic Channels, working closely with the Marketing and Partnership teams.

Your mission is to scale traffic by developing and executing end-to-end campaigns that empower Willful partners to be successful.

  1. Support the Partnerships team as they convert leads to new partners
  2. Execute activation campaigns that support partners as they promote Willful to their communities
  3. Develop creative ways to introduce Willful to decision-makers at firms via multi-channel lead generation campaigns and activities

To be successful, you will:

  • Define and manage a marketing calendar and budget for the Partnerships channel
  • Be accountable for achieving lead generation targets via activities across paid, earned and owned marketing channels
  • Develop and manage a partner activation program to ensure partners are effectively promoting and using the company’s products
  • Collaborate with partners to create and execute co-marketing initiatives that drive program performance
  • Track and report on partnership marketing KPIs, making recommendations for improvements
  • Stay up-to-date on industry trends and competitor activities to identify new partnership opportunities

You’re a perfect fit for the role if you are:

  • Curious and analytical – you love experimenting, you base your decisions on data and can quickly connect the insights to make agile decisions that drive growth
  • Creative communicator– you know how to tell a story and transmit a vision to others
  • Organized with an attention to detail– you manage your workload via a defined process that allows you to manage multiple projects simultaneously and coordinate details among internal and external stakeholders
  • Results-oriented– one of our core values is accountability: you’re focused on goals and work steadily to achieve them.
  • Mission-driven and empathetic – you share our passion for helping our customers navigate end-of-life planning and have compassion and understanding for their needs
  • A team player– you’re effective at working within teams and partnerships, and at working across departments.
  • Motivated by impact and growth– you want to make a difference at scale, creating positive outcomes for hundreds of thousands of Canadians.
  • Proactive– you value autonomy and creative solution-seeking and look for new ways to drive results

Do you have the right experience and expertise?

  • Growth and marketing experience in a fast-growing B2B startup
  • Experience building lead generation programs via paid media and content marketing
  • Great communication skills and a strong visual design sensibility
  • Organized and able to manage multiple projects simultaneously
  • Understanding of email marketing and CRM automation
  • Proficient in managing and analyzing data in Google Sheets or Excel
  • French communication skills are a bonus!

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.


  • Competitive total compensation package including base salary, bonus and participation in employee stock option plan;
  • Sun Life benefits plan including health, dental, and vision;
  • Choice of $500 perk: a health spending account (HSA) or $500 annual RRSP contribution through Wealthsimple for Employees;
  • An annual education budget to develop your existing skills or learn a new skill set (even if it’s not work related);
  • 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, inclusive quarterly team events (virtual) and bi-annual team-wide events (in person)

Interviewing at Willful:

  1. Phone Screen: 10-20 minutes
  2. First Interview: 30min – 1 hour with Director, SEO and Organic Channels
  3. Short at-home assignment (1 hour)
  4. Assignment review and final interview with Director, SEO and Organic Channels and Chief Revenue Officer (45-60 min)
  5. References
  6. Meet the Team (Partnerships & Marketing colleagues)
  7. Offer

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

Tagged as:

  • This position has been filled

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