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.
What you can expect when joining the team
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.
Your daily life
In your day to day, you will be led to:
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.