CRM and Lifecycle Marketing Manager

About Willful

At Willful, we’re on a mission to make estate planning simple, affordable, and accessible for Canadians. Since 2017, we’ve helped over 150,000 people create wills and powers of attorney documents. Through partnerships with Wealthsimple, Scotiabank, CIBC and Amazon, we’re transforming how Canadians protect what matters most.

We’re looking for a CRM and Lifecycle Marketing Manager who shares our vision to make a positive difference in Canadians’ lives. This role is vital in ensuring that every interaction with our brand reinforces trust, provides value, and helps more Canadians feel the peace of mind that comes from protecting their families. As part of our team, you will lead and refine the strategy behind our email and SMS marketing initiatives, ensuring the Willful brand delivers meaningful, personalized, and impactful experiences across these channels.

Your Role at Willful

As Willful’s CRM and Lifecycle Marketing Manager, you’ll lead the strategy and execution of lifecycle campaigns that help Canadians take a critical step toward securing their families’ futures. Reporting to the Director of SEO and Organic Channels, you’ll optimize our email and SMS marketing efforts to inspire action, engage our audience and build lasting relationships.

Your role will directly contribute to Willful’s mission by ensuring that our communications are effective and resonate with our customers’ needs and aspirations. As a senior individual contributor, you will have the autonomy to shape lifecycle marketing strategies and collaborate with a talented, cross-functional team to achieve meaningful results. Your work will directly impact revenue growth by optimizing CRM performance and enhancing lifecycle campaigns that convert website visitors into loyal customers.

Key Responsibilities:

• Own lifecycle marketing strategy: Develop and execute strategies to drive customer onboarding, conversion and retention, with a strong focus on email and SMS
• Optimize channel performance: Monitor KPIs, conduct A/B testing, and ensure best practices for email deliverability and SMS compliance
• Drive segmentation and personalization: Build data-driven segmentation strategies to deliver targeted, personalized communications that convert
• Analyze and report results: Provide regular performance updates and actionable insights to improve lifecycle marketing outcomes
• Collaborate across teams: Work with content, product, customer success and design stakeholders to align messaging and campaign goals

Who You Are:

• Proven track record in lifecycle or CRM marketing, with deep expertise in email and SMS
• Strong analytical mindset and experience using tools like Mailchimp or Attentive
• Proven ability to analyze complex datasets to identify trends and translate insights into actionable strategies
• Excellent understanding of automation, segmentation, A/B testing, and deliverability best practices
• Results-driven with a passion for creating seamless customer marketing experiences
• You thrive in a senior individual contributor role where you can lead strategy and drive measurable results
• Demonstrated ability to mentor junior team members
• Empathy is one of your top traits. You value collaboration and diversity of thought
• Bonus: Proficiency in SQL to query and analyze customer data. Experience working with D2C or B2C brands.

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
• 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
• 4.5 day work week and flexible work hours to accommodate both work and home life
• 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 (last year we went to the Dominican Republic)

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 will be required to attend in-person company retreats and strategic planning sessions several times a year.

Start date

ASAP

Interviewing at Willful

Here’s what you can expect.

1. Interview with Director, SEO and Organic Channels (45 min)
2. At-home assignment
3. Assignment review and final interview with Director, SEO and Organic Channels and CRO (60 min)
4. References
5. Meet the Marketing Team
6. Offer