Senior Content Marketing Manager - Remote

Overview

Willful makes estate planning simple, affordable, and accessible for Canadians. Since 2017, more than 400,000 people have trusted us with their estate planning journey.

Estate planning is a high-trust, high-empathy space. Accuracy, clarity, and tone matter. We believe that good content can make complex decisions feel more manageable and help people take action without pressure, fear, or unnecessary complexity.

In Short

• Content strategy and ownership: Set direction, make decisions, and be accountable for outcomes.
• Editorial planning and execution: Own the learn centre and blog, from prioritization through publication.
• High-impact copywriting and editing: Write and refine marketing copy across emails, paid ads, and landing pages.
• Content performance optimization: Use data and experimentation to improve what’s working and fix what isn’t.
• Brand voice and standards: Own Willful’s tone and quality bar across all customer-facing content.
• Content accuracy and subject-matter expertise: Build and maintain strong working knowledge of estate planning topics, stay current on relevant legal changes, and ensure content is accurate and trustworthy.
• Freelance resourcing and scale: Bring in external support when it makes sense and manage quality end-to-end.
• Cross-functional partnership: Work closely with Product, CRM, CX, and Design to ensure content supports real user needs.

Requirements

• 5–7 years of experience writing and leading content in consumer tech or direct-to-consumer (DTC) environments.
• Excellent writer and editor with strong taste and a bias toward clarity.
• Hands-on experience with SEO-driven content, including search intent, on-page optimization, and iterating content over time.
• Ownership and agency, not just execution.
• Comfortable with metrics and care about whether your work actually works.
• Detail-oriented and take accuracy seriously, especially in high-trust subject areas.
• Clear communication and stakeholder management skills.
• Use AI as a tool to improve work, not replace judgement.

Benefits

• Anticipated salary range of $85,000 to $115,000.
• 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 year-round, and flexible work hours.
• Company-wide paid “recharge” days off in December.
• Competitive parental leave policy.
• Fun and inclusive virtual team events.
• In-person team and company-wide events.