Growth Marketing Specialist

Petal is a leading Canadian healthcare orchestration and billing company that revolutionizes healthcare systems to make them agile, efficient, and resilient by enabling the forecasting and shaping of world-class healthcare through Healthcare BI, advanced analytics, and informed insights.

Our commitment to fostering an exceptional workplace culture has earned us notable recognitions, including being listed as a Great Place to Work in both the technology and healthcare sectors. Join us in our mission to empower healthcare innovators and improve healthcare differently.

Reporting to the Senior Growth Marketing Manager, you will lead targeted campaigns for various Canadian markets, product marketing campaigns for launches and feature releases, as well as SEO/SEM, social media, email, and nurturing strategies. You will define strategic objectives aligned with segments and regions and measure the impact of your actions to optimize sales pipeline growth and strengthen our footprint in the Canadian healthcare sector.

• Implement and oversee the execution of acquisition, cross-sell, and upsell strategies for the B2C segment.
• In collaboration with the Growth Marketing team, develop and execute multi-channel campaigns based on best practices, while implementing an A/B testing and tracking system to capitalize on learnings and continuously optimize the performance of initiatives.
• Define measurable objectives and KPIs to evaluate the effectiveness of initiatives, channels, tactics, and overall campaigns, then present the results to the team on a regular basis.
• Implement automation strategies to maintain contact engagement throughout the lifecycle, in collaboration with product marketing and the product team.
• Work closely with content creation and product marketing teams to define top, mid, and low funnel content strategy for products in your portfolio.
• Conduct keyword research and analysis and design SEO strategies.
• Develop partnerships with various associations to diversify channels and enable better market penetration.
• Develop campaign pages and optimize web pages in collaboration with product marketing.
• Develop promotional strategies specific to each segment to remain competitive with our competitors and ensure that growth objectives are met.
• Monitor campaign performance, analyze key indicators, and adjust strategies based on data to optimize results.
• Maintain strong relationships with suppliers and external agencies and create customized materials to optimize their sales force.
• Work with the growth marketing team to advise on and build a lead scoring model for the target audiences of your portfolio products.

Are you a growth specialist with solid project management experience? Do you have a strong grasp of best practices for B2C SaaS and know how to design multichannel strategies that generate a high return on investment? Do you excel at analyzing data and creating reports tailored to your audience in order to drive and maximize the impact of campaigns?

• Bachelor's degree in marketing, business administration, or a related field.
• 5+ years of experience in demand generation and digital marketing.
• Knowledge of Hub Spot, Sales Cloud, Account Engagement/Pardot, GA4, and Semrush tools.
• 5+ years of experience developing and executing successful marketing campaigns.
• Excellent analytical skills and ability to make data-driven decisions.
• Strong project management skills.
• Excellent communication and interpersonal skills.
• Significant experience in social media campaigns, primarily Meta and Linked In.
• 3+ years of experience in content creation and email engagement program creation.
• 2+ years of experience in SEO and SEM.
• Since you will be interacting regularly with unilingual English-speaking colleagues located outside of Quebec, complete fluency in English and French (spoken, written, and read) is required.

In our opinion, a company cannot claim to be modern, innovative and have the well-being of their team at heart, without attempting to integrate remote working to the level that their business model allows them to. Petal employees…