Responsibilities

• Demand Generation — Own the demand gen calendar end to end: campaign planning, content and webinar/event promotion, and channel coordination to drive trial starts, demo requests, deals won, and ARR. Write campaign copy and briefs across channels, and partner with Paid Media on ad execution.
• Email & Lifecycle Marketing — Own the full lifecycle email program from trial start through activation, conversion, and expansion. Build, test, and optimize automated sequences in HubSpot across onboarding, engagement, win-back, and upsell, and define segmentation and personalization based on product usage, company size, and vertical. Own deliverability monitoring and list hygiene.
• Social Media — Own TextExpander's social presence across LinkedIn, X, Meta, Reddit, and other relevant channels. Build and manage a content calendar spanning product updates, customer stories, category content, and campaign support, and monitor conversations around TextExpander, competitors, and our category.
• Webinars & Events — Project manage webinar execution end to end: promotion, registration, attendance, and post-event nurture. Support field and partner events as needed.
• Reporting & Optimization — Own the lifecycle and demand gen performance dashboards. Report on trial starts, activation rates, pipeline contribution, deals closed, ARR, and email open/click/conversion rates, and run structured A/B tests across copy, subject lines, and sequences, documenting learnings.
• Cross-Functional Partnership — Work closely with Product Marketing to test messaging and positioning, with the Director of Search Experience on organic content amplification, and with RevOps to ensure HubSpot data integrity and accurate lifecycle tracking.

Requirements

• Experience — 5+ years in a B2B SaaS marketing role with direct, hands-on ownership of both email/lifecycle and demand gen programs.
• HubSpot Expertise — Deep, hands-on HubSpot experience: workflows, sequences, segmentation, and reporting. You build in the tool yourself rather than handing it off.
• Copywriting — Strong copywriter who writes clear, direct, conversion-focused emails and campaign copy that ships with minimal editing.
• Ownership — Comfortable owning a program end to end — strategy, build, execution, and performance reporting
• Analytical Skills — Strong analytical ability to diagnose what is and isn't working and change course when the data calls for it.

Preferred

• Experience with PLG or freemium lifecycle motions (trial activation, upgrade sequences); background in productivity, collaboration, or workflow SaaS.

Benefits

• High level of autonomy in your role
• Motivated and creative teammates
• Flexible schedule
• Healthcare
• Paid vacation and sick leave
• Company-paid Short- and Long-Term Disability Insurance
• Company-paid basic life insurance
• Paid Parental Leave Policy
• 401(k) plan / RRSP
• Salary based on experience and location; ~$90,000 - $ 120,000 USD / ~$130,000–$170,000 CAD