Marketing Specialist

Company Description

Company Profile

In the mid-1980s, WinAir's founders, Bert and Helen Vergeer, recognized the inefficiencies in aviation maintenance, which relied heavily on paper-based processes. Their vision led to the development of AV-BASE, one of the first digital aviation record-keeping and inventory management systems. Today, WinAir is a fully browser-based solution, used in more than 30 countries. As it celebrates over 35 years in operation, WinAir remains the longest-standing aviation management software provider, continuously innovating to support clients worldwide. With a legacy built on reliability, adaptability, and industry expertise, WinAir continues to shape the future of aviation maintenance management.

Vision Statement

To be the global standard in aviation software—powering safe, efficient, and connected operations through innovation, dependability, and passion.

Mission Statement

We deliver intuitive, reliable aviation software that empowers operators and maintenance teams to work smarter. By combining deep industry knowledge with cutting-edge technology, we streamline operations, ensure compliance, and help our clients keep aircraft flying safely and efficiently.

Our Values

1. Curiosity – A drive to explore, learn, and innovate by asking questions and seeking better solutions.
2. Collaboration – Working together openly and respectfully to achieve shared goals and create stronger outcomes.
3. Dependability – Being reliable, consistent, and accountable in delivering on promises and responsibilities.
4. Efficiency – Maximizing productivity and resources by working smart, staying organized, and reducing waste.
5. Passion – Bringing energy, enthusiasm, and dedication to everything we do, inspiring others through commitment.

Job Description

Reporting to the Director of Sales and Marketing, the Marketing Specialist is responsible for developing, executing, and monitoring marketing programs for WinAir, from initial concept through to completion. This role involves overseeing marketing activities across various channels and supporting lead generation efforts by leveraging social media platforms and other digital marketing tools. The Marketing Specialist will work closely with the Sales & Marketing team to research market trends, analyze data, and provide insights to help define and refine marketing strategies aimed at reaching target audiences and enhancing the company's presence in the aviation management software industry. This position is designed to offer growth opportunities, with career progression based on the individual's skills, capabilities, business demand, and available roles. The Marketing Specialist will also assist with other duties as assigned to support the overall growth of the company.

Responsibilities

Strategic Planning & Analysis

• Assist with the development and implementation of the annual marketing plan, including defined campaign milestones and reporting frameworks.
• Support the tracking and management of the marketing budget, allocating resources effectively across tools, events, and channels.
• Conduct competitive analysis, comparing key players in the aviation SaaS space to WinAir's offerings. Provide summaries that highlight product and positioning gaps, feature strengths, and pricing differences.

• Monitor campaign effectiveness by tracking key performance indicators (KPIs) such as:

• Email open and click-through rates

• Landing page conversions
• MQL to SQL conversion rates
• Website traffic and engagement
• Assist with the analysis of lost leads, helping to identify common drop-off points or objections and offering recommendations to improve lead nurturing and conversion outcomes.

Website & Lead Portal Management

• Maintain and update website content, ensuring messaging is current, consistent, and aligned with campaign goals.
• Collaborate on UX improvements and development of new site features, with a focus on lead generation and clarity of product information.
• Assist in building or improving a lead portal that integrates with CRM tools and supports automated intake and tracking of inquiries.

Campaign & Content Development

• Support end-to-end execution of digital campaigns (email, social, PPC, event marketing).
• Write and edit marketing content such as blogs, case studies, product one-pagers, and sales tools.
• Ensure messaging across materials speaks to buyer needs and highlights WinAir's core advantages.

Digital Engagement & Social Media

• Manage and grow WinAir's social media presence, focusing on consistent posting and community interaction.
• Use tools such as HubSpot, Google Analytics, and SEMrush to report on campaign outcomes and recommend refinements.
• Coordinate with sales to ensure campaign follow-up aligns with pipeline goals.

Qualifications

Training & Experience

• 5+ years of marketing experience in a B2B or SaaS setting, preferably with a technical or aviation-related product.
• Diploma or degree in Marketing, Business, Communications, or a related field.

Skills & Aptitudes

• Strong writing and communication skills, coupled with analytical thinking.
• Familiarity with tools such as HubSpot, Mailchimp, WordPress, Canva, and Google Analytics.
• Ability to track performance and spot inefficiencies across the funnel.
• Comfortable working on multiple projects with changing priorities in a collaborative environment.
• Passion and understanding of technical product marketing or Saas marketing.
• In depth knowledge of Aviation industry
• Ability to generate fresh ideas for campaigns and strategies to enhance brand visibility.
• Knowledge of social media platforms, SEO, PPC, and digital marketing best practices.
• Proven ability to work effectively in a team-oriented environment, collaborating with sales, product, and creative teams.

Environment & Physical

• Candidate must reside in Ontario, Canada
• Work in a fast-paced environment with changing priorities
• Be able to work remotely and on-site upon request
• Be able to sit for prolonged periods

Additional Information

Why Work for Us?

We offer a competitive compensation package based on experience and a proven track record of success relative to the deliverables of the role. Benefits offered at WinAir include extended healthcare, dental, EAP, RRSP matching, etc.

We are also proud to offer a flexible work schedule,including "Summer Friday hours"maximizing good work-life balance, different social committee events, and quarterly Town Hall meetings to foster teamwork and a strong, long-lasting work relationship.

Do you want to hear more about what we can offer? Why not check out our website and see what is available? We are hiring for different roles and would love to hear from qualified individuals like yourself

To Apply

Please submit your resume, a detailed cover letter explaining your experience, knowledge, and ability towards this career path—and why we need to speak with you—as well as a portfolio showcasing previous marketing campaigns or related work.

Thank you in advance for your interest. Only those candidates selected for an interview will be contacted. If you require any accommodation at any point of recruitment process, please let us know.