Content & Campaign Specialist
Winnipeg, MB
Full-time
Doing business to business, person to person. Payworks is a leading workforce management solutions provider and multi-year winner of the Canada’s Best Managed Companies program. We are proudly Canadian and committed to developing world-class products and providing a progressive workplace culture where Doing Right by People is our purpose.
With clients of all sizes and more than 600 employees, we currently have an exciting opportunity on our Marketing team for the right candidate. Because when it comes to great people, there’s always room for one more.
DOING RIGHT BY PEOPLE – IT’S WHAT WE DO
Reporting to the Senior Manager, Growth Marketing, the Content & Campaign Specialist powers Payworks’ demand generation engine by creating high-impact, conversion-focused content across paid ads, landing pages, email journeys, nurture flows, and blog content. This role translates GTM strategy, product marketing insights, and competitive intelligence into compelling campaign creative that resonates with Canadian buyers. You own messaging from first impression to conversion, using AI tools to scale content production, accelerate testing, and continuously improve campaign performance in close partnership with Demand Generation, Campaign Optimization, and Marketing Cloud teams.
WHY YOU SHOULD CHOOSE PAYWORKS
+ Comprehensive employer paid benefits, including a Health Spending Account, for you and your family and excellent pension plan with employer contributions.
+ Plenty of professional development opportunities.
+ Community-minded culture – Receive two paid days per year to volunteer and lots of opportunity to “Pay it Forward”.
+ Time and flexibility to meet your needs – Hybrid work model with flexible work options, plus 3 weeks vacation to start, flex time and parental leave benefits.
+ Cool perks – Annual Lifestyle Spending Account, fun office environment and events, and more!
CREATE & CONVERT – IT’S WHAT YOU’LL DO
Content Creation & Copywriting
+ Write persuasive, brand-aligned copy for paid ads, landing pages, emails, nurture flows, blogs, and long-form content.
+ Translate GTM strategy, product marketing insights, and voice-of-customer into campaign creative across the buyer journey.
+ Collaborate with design and development to ensure copy, UX, and visuals work cohesively to drive conversion.
+ Supply copy variants and partner with Campaign Optimization to test, learn, and refine creative performance.
SEO & AEO
+ Conduct keyword research and intent mapping aligned to organic priorities from Demand Gen.
+ Create and optimize content for SEO/AEO, including featured snippets, voice search, and Position Zero.
+ Use AI-enabled tools and insights to accelerate production and improve search visibility.
Expansion & Lifecycle Content
+ Create cross-sell, upsell, adoption, and renewal content in partnership with Marketing Cloud.
+ Develop nurture flows and lifecycle email journeys aligned to current product positioning.
+ Tailor expansion messaging to the needs of existing clients versus net-new prospects.
Visual Design & Creative Production
+ Execute ad variants using brand-approved templates in Canva Pro or Adobe Express across paid channels.
+ Build and launch conversion-focused landing pages in the CMS in coordination with Design and QA/IT.
+ Provide copy and creative direction for email templates, ads, and campaign assets; brief Design on net-new creative needs.
Campaign Content & Asset Management
+ Deliver campaign copy into Marketing Cloud workflows and flag content needs for upcoming launches.
+ Support dynamic content and personalization in partnership with Marketing Cloud.
+ Maintain reusable templates and asset libraries to accelerate future campaign production.
AI & Workflow Scalability
+ Use AI to accelerate drafting, adapt messaging across channels, and generate test variants at scale.
+ Build repeatable workflows and creative frameworks to improve speed and consistency.
+ Share AI prompts and best practices to elevate team-wide efficiency and output.
WHAT YOU’LL NEED TO SUCCEED
+ Post-secondary education in Marketing, Communications, Advertising, Journalism, or a related field (or equivalent professional experience).
+ 3+ years of experience producing digital content in a B2B marketing environment, ideally in SaaS, HR tech, or financial services.
+ Proven ability to write conversion-focused, on-brand copy that drives engagement, pipeline, and measurable performance outcomes.
+ Strong storytelling skills, translating product value, GTM strategy, and market insights into compelling buyer-centric narratives.
+ Hands-on experience using AI tools to support content ideation, drafting, variant creation, and workflow scalability.
+ Ability to evaluate performance data and AI-driven insights to optimize campaign effectiveness and SEO/AEO visibility.
+ Strong understanding of SEO, AEO, and search intent to maximize organic visibility and content performance.
+ Proficiency with Canva Pro or Adobe Express for template-based creative execution; Adobe Creative Suite is an asset.
+ Familiarity with paid media platforms (Google Ads, Meta, LinkedIn) and marketing automation workflows (Salesforce Marketing Cloud or HubSpot is an asset).
+ Highly organized, detail-oriented, and able to manage multiple projects while balancing speed with quality.
+ Collaborative mindset with the ability to partner effectively across Growth, Demand Gen, Product Marketing, and Communications teams.
+ Strong written and verbal communication skills with a passion for performance-driven storytelling.
+ Bilingual (French) is an asset.
We are proud to support a Flexible Work Plan that recognizes the diverse needs and lifestyles of our people. The Content & Campaign Specialist has the option to work fully from the Payworks head office in Winnipeg or on a hybrid work model, working in the office at least three (3) days a week.
Payworks is committed to providing an inclusive, accessible environment, and collaborating with employees, clients and guests to identify and effectively remove barriers, in a manner that respects the principles of independence, dignity, integration, reasonable accommodation and equal opportunity. Payworks welcomes and encourages applications from all persons. Individuals applying for employment with Payworks may request accommodations at all stages of recruitment and employment from Human Resources.
Employees at Payworks’ come from different backgrounds, and we celebrate those differences. We are looking for the best candidate for this opportunity, but do not expect applicants to meet every qualification in order to be considered.
Payworks does not use artificial intelligence (AI) technologies in the screening, assessment, or selection of applicants at any stage of the hiring process.
This posting is for an existing vacancy within our team.
Please visit our careers page to see more job opportunities.
Apply with Indeed