Marketing Strategist (Multi-Brand | B2B Services, Ai Certifications, Saas | Content Marketing[...]

Goodwork; Remote; ZAR 200 000 - 300 000; Full time

Job summary

A Canadian learning design firm is seeking a remote Marketing Strategist to transform its marketing into a strategic system. This role will involve developing and executing marketing strategies across multiple product lines including B2B services and B2C certification programs. The ideal candidate is a marketing generalist with 4-6 years of experience, proficient in paid advertising and analytics, and capable of working independently. The role promises meaningful contributions and performance will be measured through lead generation and campaign effectiveness.

Qualifications

• 4-6 years of experience in marketing at service-based businesses.
• Self-starter who identifies priorities and executes independently.
• Experience managing Google Ads and LinkedIn Ads campaigns hands-on.

Responsibilities

• Create marketing plans for custom learning solutions and certification programs.
• Plan and execute Google Ads and LinkedIn campaigns.
• Optimize existing educational materials into lead-generating assets.

Skills

Paid advertising

Analytics

Conversion optimization

Email marketing

Marketing strategy

Education

Marketing degree or comparable experience

Tools

Google Ads

LinkedIn Ads

Freshworks CRM

WordPress

Job description

2 days ago Be among the first 25 applicants

We're a Canadian learning design firm that inspires people to thrive through learning.

Our mission is to create meaningful learning experiences with people and organizations that seek growth.

We lead with expertise, serving as an educational, authoritative, and trusted resource in the Learning & Development community.

We operate three business lines:

• Custom Learning Solutions: Bespoke eLearning design and development for corporate clients – from compliance training for global agencies to technical courses for mining companies.
• AI Certification Program: A hands‑on bootcamp teaching learning designers to integrate AI into their workflows, running every other month.
• AI Coaching Platform: A SaaS solution that lets L&D teams build AI‑powered learning coaches with custom knowledge bases and interactive capabilities.

Our clients span government agencies, nonprofits, corporations, banks, higher education institutions, and professional associations across North America.

We work with Deans of professional development, continuing education departments, and associations that need high‑quality content to justify membership dues.

We partner with Senior L&D Professionals who manage teams but lack capacity – they need high‑quality solutions for high‑impact projects or large compliance requirements they can’t handle internally.

Our certification program serves individual learning designers advancing their careers in an AI‑driven market.

OUR COMPANY VALUES

We're a fully remote organization with teammates across Canada.

As a small team, we operate with a flat structure where everyone contributes ideas and supports each other.

Our culture is built on trust and collaboration.

Team members openly share workload and offer help when capacity allows.

The pace varies by project: some weeks involve high‑pressure client deadlines requiring exacting attention to detail, while others are relaxed, giving you time for personal development projects.

About the Role

We're looking for a remote Marketing Strategist to transform our marketing from ad‑hoc activities into a strategic system across multiple product lines.

This is our first dedicated marketing role – we've invested in conferences, exhibitions, and content creation but need help converting these materials into lead‑generating assets.

What we're NOT looking for: Someone to create content from scratch – we have designers and creators on our team.

What we ARE looking for: A marketing generalist who understands analytics, paid advertising, conversion optimization, and systems.

You’ll work independently as our first marketing hire, building infrastructure and optimizing our existing content to generate qualified leads.

In this role, you’ll develop marketing strategies and execute them hands‑on across three business lines – B2B custom services, B2C certification programs, and B2B SaaS.

You'll personally run paid campaigns, set up analytics systems, coordinate content with our designers, and manage daily operations.

Working with our CEO and Marketing Task Force, you’ll transform our content library into measurable outcomes while determining optimal channels for each audience.

You’ll bring focus to product lines with different sales cycles and customer needs, handling execution yourself without massive budget increases.

We need someone who can maximize existing resources – speaking engagements, conferences, and content – through strategic planning and hands‑on implementation.

You’ll inherit strong industry relationships and brand recognition but must drive consistent lead generation beyond word‑of‑mouth growth.

Our IDEAL CANDIDATE

Brings 4‑6 years of experience in marketing at service‑based businesses, ideally as a solo marketer or first marketing hire.

A marketing generalist strong in paid advertising and analytics – managed Google Ads and LinkedIn Ads campaigns hands‑on (setup, optimization, budget management), understands conversion optimization, and makes data‑driven decisions.

Self‑starter who identifies priorities and executes independently, balancing strategic thinking with hands‑on execution.

Comfortable being the entire marketing department and approaches work as a collaborative partnership.

This is a long‑term, exclusive role – looking for someone motivated by ownership and building something, not someone job‑hopping.

Performance will be measured by qualified lead generation for custom learning solutions, certification program sign‑ups, increased brand awareness positioning, and campaign ROI across paid advertising and email marketing efforts.

You’ll be part of the marketing team as the first dedicated hire, collaborating with other teammates (Graphic Designers, Video Editors) for support when needed.

This role reports directly to the CEO.

Responsibilities

• Marketing Strategy & Planning: Create 6‑12 month marketing plans for custom learning solutions and certification programs; conduct competitive analysis for thought leadership positioning; develop multi‑brand strategies including separate LinkedIn accounts; establish positioning against free courses and training providers; determine strategic focus across three product lines; eventually expand to AI coaching platform marketing.
• Paid Advertising Management: Plan and execute Google Ads and LinkedIn campaigns with ~$5K monthly budgets; focus on certification program campaigns; optimize for lead generation, demo requests, and course sign‑ups; analyze performance and adjust targeting.
• Content Audit & Optimization: Transform existing educational materials into lead‑generating marketing assets; audit website and email campaigns for SEO and conversion opportunities; optimize eBooks, articles, videos, and webinars for target segments; implement CRO best practices across existing content.
• Email Marketing & Automation: Optimize automated sequences and newsletter systems; develop follow‑up campaigns for webinars and speaking engagements; create lead nurturing sequences within CRM; improve conversion rates using CRO best practices.
• Content Calendar Management: Develop content calendars leveraging team expertise; coordinate monthly content requests from team members; work with designers to repurpose specialist content; manage workflow between marketing needs and team capacity.
• Content Distribution & Publishing: Distribute content across WordPress, LinkedIn, and YouTube; execute social media schedules; coordinate with Webmaster for website updates; ensure consistent messaging; leverage existing educational materials library.
• Systems Setup & Performance Reporting: Build analytics framework from scratch; set up tracking across all channels; establish KPIs for each product line; implement technical setup for marketing accounts and tools; provide monthly reports; develop strategies to maximize speaking engagement and conference booth conversions; conduct strategy calls to optimize approaches.

Skills & Qualifications

• 4‑6 years of prior experience in roles like Digital Marketing Manager, Marketing Strategist, Growth Marketing Manager, or related positions at service‑based businesses.
• Hands‑on paid advertising experience on Google Ads AND LinkedIn Ads with real budgets ($3K‑5K+ monthly) – campaign setup, management, and optimization, not just strategy.
• Experience working independently as a solo marketer or first marketing hire in a small company.
• Conversion rate optimization (CRO) experience transforming content into lead‑generating assets.
• Marketing analytics and performance measurement capabilities.
• Email marketing and automation experience, including post‑webinar and event follow‑up sequences.
• Self‑directed work style with ability to identify priorities, make decisions, and execute without constant oversight.
• Multi‑product marketing experience managing distinct business lines with different audiences.
• Strategic thinking across multiple product lines and marketing channels.
• SEO knowledge and content optimization skills.
• Collaborative approach to working with non‑marketing team members.
• Bonus if you also have:
• Experience marketing to North American professional audiences.
• Background in agency, consultancy, or professional services marketing.
• Familiarity with Learning & Development industry dynamics.
• Advanced knowledge of AI tools like ChatGPT, Claude, Copilot, Gemini.
• Deeper expertise in SEO or specialized paid advertising platforms.
• Familiarity with our tools: Google Ads, LinkedIn Ads, YouTube, Freshworks CRM, Slack, Google Workspace, WordPress, ChatGPT, Claude, Copilot, Gemini.

Working Hours

4 hours of required overlap between 9 AM‑5 PM ET, with the remaining daily hours asynchronous.

Employment Type

Full‑time (40 hours / week), Exclusivity Preferred.

Education

Marketing degree preferred or comparable work experience.

Level

Upper intermediate (4‑5 years of relevant work experience), Senior (6+ years).

Compensation

~ CAD $3,000 (ZAR 37K–44K) per month, based on experience.

Structured as a Consultant Agreement (independent contractor), meaning you'll be responsible for your own taxes, benefits, and insurance.

Benefits of working with us