Growth & Product Marketing Specialist

What You’ll Be Doing We are seeking an analytical, strategic, and creative Growth and Performance Marketing Specialist to spearhead digital customer acquisition and product growth. In this role, you will sit at the intersection of performance marketing, product positioning, and advanced data-driven automation.
You will own our paid search engines, champion organic and AI-driven search (GEO) visibility, and act as a product marketer by uncovering new market opportunities through rigorous competitive and behavioral analysis. Operating within a robust tech stack leveraging HubSpot Marketing Hub and Salesforce, you will design behavior-driven offers and oversee predictive, seasonal campaigns. Your mission will be to transform deep member insights into hyper-personalized, multi-channel journeys that drive high-intent account acquisition, cross-selling, and long-term financial engagement—all while maintaining strict regulatory compliance.
Paid Search & Performance Marketing Drive Digital Account Growth: Own the end-to-end strategy, execution, and optimization of paid search (PPC) campaigns across Google and Meta to drive high-intent customer acquisition for core banking products (e.g., chequing/savings accounts, personal loans, GICs, mortgages, and credit cards).
Compliance & Conversion Optimization: Balance high-performance acquisition with strict regulatory compliance, continuously running A/B tests on landing pages, ad copy, and funnels to lower Customer Acquisition Cost (CAC) and maximize deposit/loan growth.
Organic & AI-Optimized Search (GEO) Financial SEO Excellence: Supporting the SEO lead in activating organic search strategies by identifying high-value financial keywords, optimizing structural web content, and boosting local and organic search visibility for banking services.
AI Search Adaptation (SGE/GEO): Collaborate with our AI & SEO Lead to future-proof digital visibility by adapting search engine optimization strategies for AI-driven search experiences and conversational finance discovery tools.
CRM & Marketing Automation (HubSpot & Salesforce) Tech Stack Orchestration: Leverage HubSpot Marketing Hub and Salesforce to manage lead data integrity, multi-touch attribution, and seamless lead handoffs from digital channels to retail or commercial banking sales teams.
Automated and AI Lead Nurturing: Build and optimize complex lifecycle workflows and lead scoring models that nurture prospects through multi-step financial decision-making processes.
Hyper-Personalized Journeys & Analytics Tailored Financial Journeys: Utilize first-party CRM data to design hyper-personalized, multi-channel user journeys that deliver the right product offer based on user behavior, life stage, and financial intent.
KPI & ROI Reporting: Establish robust attribution models and real-time dashboards to track customer lifetime value (LTV), acquisition costs, and funnel conversion rates, presenting actionable insights to executive leadership.
Product Marketing & Market Intelligence Market & Competitor Discovery: Conduct rigorous competitive analysis and target segment research to uncover whitespace opportunities and unmet customer financial needs beyond existing product lines.
Behavior-Driven Offer Design: Leverage behavioral psychology, customer drivers, and conversion insights to design compelling banking offers, promotions, and product packaging that resonate with specific audience segments.
Predictive Campaigns & Hyper-Personalized Member Understanding Predictive & Seasonal Campaigns: Oversee the planning and execution of automated seasonal and predictive marketing campaigns designed to anticipate financial milestones and member needs.
Deep Member Personalization: Utilize rich first-party CRM and behavioral data to orchestrate hyper-personalized multi-channel journeys, driving deeper member engagement, cross-selling, and long-term retention.
Social Media and Content Support Support some social media content research and development, using performance insights to help shape what we create.
Help ensure content aligns with business priorities and YNCU’s brand promise.
What we are looking for Five (5) – seven (7) years of experience in growth marketing, product marketing, or digital marketing—preferably in financial services or a regulated industry.
Demonstrated success building organic growth strategies paired with paid digital acquisition campaigns.
Strong product marketing experience, including segmentation, messaging development, and go-to-market planning.
Proficient with web analytics, SEO tools, and marketing automation/CRM platforms.
Exceptional communication skills with the ability to simplify complex financial products.
Data-driven thinker with strong project management abilities and a test-and-learn mentality.
Must be bondable
Reports to: Manager, Performance Marketing Job Type: Regular, Full-Time The compensation offered to the successful applicant for this role will be determined by the candidate’s relevant skills and experience and internal equity. More information about our total rewards package will be available during the hiring process.

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