At Willful, we’re on a mission to make estate planning simple, affordable, and accessible for Canadians. Since 2017, we’ve helped hundreds of thousands of Canadians create wills and powers of attorney documents.

We’re transforming the way Canadians protect what matters most through an accessible online platform, support from human estate planning experts, and relentless innovation toward our vision of the future. Our partnerships with Canada’s most trusted brands, including Wealthsimple, Scotiabank, CIBC and Amazon help us bring estate planning within reach for every Canadian, making it easier than ever to get the protection and peace of mind of having an estate plan in place.

Your Role at Willful

We're hiring a CRM Specialist to lead the execution and optimization of our email and SMS programs. You'll own the day to day campaign management while contributing to broader lifecycle strategies that drive conversion and retention.

In this fully remote role, you'll join a collaborative and supportive marketing team that values speed, learning and impact. If you’re equal parts organized and creative, and you’re excited about building the future of estate planning in Canada, we want to meet you.

Key Responsibilities:

• Campaign execution: Build and launch email and SMS campaigns using tools like Mailchimp and Attentive
• Build and maintain automated journey flows based on customer behaviour and attributes
• Manage our email marketing calendar and collaborate on CRM strategy
• Track campaign performance and share insights that improve results
• Use A/B testing and experimentation to optimize conversion
• Serve as the Mailchimp administrator, owning platform maintenance and data hygiene
• Collaborate closely with teammates across content, product, design, and partnerships

Who You Are:

• 5+ years of marketing experience, with 3+ years focused on CRM or lifecycle marketing
• Proven experience with Mailchimp and expert knowledge of features like campaigns, segments, automations, and reporting
• Comfortable managing SMS campaigns (Attentive experience is an asset)
• Experience as a Mailchimp admin and comfortable managing data hygiene, platform maintenance and campaign performance
• A curious and proactive mindset; you ask questions, offer ideas and take initiative
• Strong organizational and communication skills
• Data-driven, with experience building performance reports from different sources like Mailchimp, GA4, Amplitude or Qlik
• Familiar with conversion rate optimization on landing pages and emails
• Comfortable managing multiple projects while hitting deadlines
• Experience with AI in marketing campaigns an asset
• Bonus points if you’ve worked in a startup environment

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

• Competitive salary and participation in employee stock option plan (ESOP)
• Comprehensive benefits plan, including health, dental, and vision
• 4.5 day work week and flexible work hours to accommodate both work and home life
• Flexible perks including the choice of a health spending account (HSA) or RRSP matching
• A $500 wellness budget to support your physical, mental and emotional health
• Monthly meal and entertainment budget
• Company-wide “recharge” days off in December in addition to your vacation time
• Competitive parental leave policy
• Fun and inclusive virtual team events
• In-person team and company-wide events

We’re building a diverse team

Willful is committed to building a diverse team and encourages applications from individuals from underrepresented groups, including but not limited to women, racialized individuals, Indigenous people, LGBTQ+ individuals, and persons with disabilities. We are also committed to providing reasonable accommodations to applicants with disabilities during the recruitment process.

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’ll attend in-person company retreats and strategic planning sessions a few times a year.

Start date

ASAP

Ready to apply?

If you’re ready to help shape Willful’s voice and engage Canadians on a topic that truly matters, we’d love to hear from you. Please submit:

1. A brief cover letter explaining why you’re excited about Willful and how your experience aligns with the role.

Interviewing at Willful

Here’s what you can expect.

1. Interview with Director of CRM and Lifecycle Marketing (45 min)
2. Review assignment and use cases session (60 min)
3. Interview with Head of Marketing and Director of CRM and Lifecycle Marketing (60 min)
4. Interview with team members
5. References + background check
6. Offer