Marketing Manager — Growth, Lifecycle & Retargeting
Department: Marketing Reports to: College Director Location: On-site (Scarborough, ON), hybrid or fully remote — all applications welcome Type: Full-time
About the role
JRS College generates thousands of leads a month across Meta, TikTok, webinars, walk-ins and referrals. Most are never properly worked. Our first touch is often a cold call, roughly a third of paid leads never answer, and stalled leads quietly die in the database.
We are building an engagement engine to fix that — instant WhatsApp and SMS on lead capture, multi-touch nurture, status-based personalisation, automated win-back, and a referral and ambassador program on top.
This role owns that engine. You decide who hears from us, on which channel, with what message, and when. You build the segments, write the flows, run the retargeting, and prove what worked.
It is a broad role. You will touch paid, organic, lifecycle, content and analytics, and you will be inside HubSpot every day. If you want to grow into owning marketing end to end, this is a role that will let you — the ceiling here is set by what you can deliver, not by how long you have been doing it.
This is a hands-on build role, not a strategy-deck role.
What you'll own
Segmentation and audience strategy
- Define and maintain the segmentation model across the full lifecycle: new lead, engaged, stalled, no-show, application started, deposit paid, enrolled, past student, referrer, ambassador
- Segment by program (PSW, ECA), by source (paid social, referral, walk-in, offshore) and by immigration status (study permit, work permit, PR/citizen, refugee) — each needs different messaging
- Own list hygiene, suppression rules and unsubscribe protection for high-value audiences such as the enrolled-student database
Multi-channel campaign execution
- Build and run WhatsApp, SMS and email campaigns end to end in HubSpot — templates, sequences, triggers, branching logic and timing
- Design the first-touch sequence that fires within seconds of form submission: video, brochure, qualifying question, booking link
- Own channel selection: what belongs on WhatsApp, what belongs on SMS, what belongs in email, and what should never go to a given segment
Retargeting and re-engagement
- Build automated win-back flows for every stalled stage — no reply, no-show, application abandoned, deposit not paid
- Run paid retargeting audiences off CRM segments and keep them synced
- Re-engage past students, past referrers and dormant leads with campaigns matched to where they stopped
Paid and organic support
- Work across Meta, TikTok and Google campaigns — audiences, creative briefs, landing pages and conversion tracking
- Keep messaging consistent from ad through to enrolment
Lifecycle and referral programs
- Own communications for the Ambassador and referral program: onboarding, activation, reminders, payout notifications
- Build the nurture that moves a lead from raw to sales-ready, so advisers open every call with context rather than cold
Measurement
- Report on open, reply, connect, meeting-booked, enrolment and cost per enrolment by segment and channel
- Run A/B tests on copy, timing, channel and offer, and act on the results
- Maintain attribution and campaign tracking so channel performance is defensible
Cross-team coordination
- Work with Sales, CRM and Admissions so messaging matches what advisers say on the phone
- Document flows, ownership and scope before build, and raise gaps early with the people who can close them
What we're looking for
We care more about range and appetite than years served. If you have done a smaller version of this well and want a bigger surface to run, apply.
Required
- 4+ years in digital marketing with real ownership of campaigns, not just execution against someone else's brief
- Working knowledge across most facets of marketing — lifecycle, paid, content, analytics — and genuine interest in the parts you have not done yet
- Hands-on CRM automation experience (HubSpot strongly preferred): workflows, lists, properties, lifecycle stages, reporting. You can build a branching workflow without help
- Strong copywriting for short-form channels; you write the messages, not just schedule them
- Comfort with data — pulling numbers, reading funnel drop-off, changing the program based on what you find
- Fluent written English
Strongly preferred
- WhatsApp Business API or SMS at volume
- Paid retargeting with CRM-synced audiences (Meta, Google)
- Education, admissions or another long consideration-cycle sector
- Referral or ambassador program experience
- Working knowledge of CASL or similar consent regulation
How you work
- You raise problems early and directly, with the people who can solve them
- You document scope and ownership before building
- You are comfortable being measured on enrolments, not on campaign volume
- If remote: you keep your work visible without being chased
How to apply
Email your CV and a short note covering:
- A campaign or program you built end to end — the audience, the channels, and the result
- Something that underperformed, and what you changed
- Where you want to be in two years
Apply to: [email protected] and cc [email protected]
On-site, hybrid and fully remote candidates are all welcome to apply.
Pay: $56,000.00-$78,000.00 per year
Experience:
- Digital marketing: 3 years (required)
- CRM Automation: 1 year (required)
- Hubspot Enterprise: 1 year (required)
Work Location: In person
