About Twig Fertility
We’re Twig Fertility - a leading fertility centre and reproductive health company dedicated to helping people navigate their fertility journey with personalized care and advanced treatment options. We are on a mission to elevate today’s fertility care and deliver a better experience for one and all - both patients and employees alike. Our modern, thoughtfully designed clinics bring a new definition to what healthcare can look like in Canada. With our state-of-the-art IVF labs and in-house pharmacies, we offer the full range of fertility services.
Following the success of our two Toronto locations, we’re excited to expand to Vancouver; bringing our innovative, patient-first model of care to the West Coast.
As an organization, we are continuously challenging the status quo and bringing a more compassionate vision for the way care should be. We believe best-in-class care requires outstanding medicine and manner. That’s why we offer the latest fertility advancements and expertise, paired with a personalized, whole-person approach; all supported by state of the art equipment and a tech-enabled platform that makes accessing care easier than ever.
If you are looking to join a dynamic, passionate, and diverse team at the forefront of fertility care in Canada, let’s chat
About the Role
We’re hiring a Marketing Associate/Lead to own and drive Twig’s brand visibility, digital growth, and patient acquisition strategy. You’ll support or lead cross-functional efforts to scale our reach, strengthen our brand, and attract patients who feel seen, supported, and empowered.
This role blends strategic thinking with hands-on execution. You’ll work closely with the leadership team to ensure everything you do aligns with Twig’s clinical excellence and service-first mission. You will be responsible for three major objectives:
- Go-to-Market Strategy: Launch and support new services, campaigns, and clinic initiatives through thoughtful brand messaging, channel planning, and stakeholder alignment.
- Top-of-Funnel Lead Generation: Drive qualified patient inquiries through performance marketing, referral channels, organic search, and optimized digital content.
- Full-Funnel Marketing Execution & Performance Optimization: Build and manage a scalable marketing engine; integrating website, content, paid media, and email; while tracking and analyzing performance and continuously improving ROI and patient experience through data and feedback.
What You’ll Do:
Marketing & Campaign Strategy
- Plan, launch, and manage digital and offline campaigns that drive patient acquisition, engagement, and retention
- Own paid and organic marketing efforts across platforms like Google, Meta (Facebook/Instagram), and referrals
- Monitor lead funnels and conversion metrics; continuously test and optimize acquisition strategies
- Collaborate with leadership to align campaigns with clinic performance, service launches, and business priorities
- Collaborate with leadership to identify and support strategic partnership opportunities that enhance patient acquisition and local brand visibility
Brand Leadership & Content Oversight
- Steward Twig’s voice, tone, and brand identity across platforms and audiences
- Oversee content strategy for blog, social, email, and web; ensuring it’s consistent, inclusive, and mission-aligned
- Coordinate or manage external relationships as needed to execute campaigns and produce creative assets
- Partner with clinic leaders to ensure service updates, patient messaging, and educational content are well-communicated and on-brand
- Oversee brand growth and development - ensuring the brand remains relevant and aligns with Twig’s commitment to an elevated patient experience
- Use patient feedback, testimonials, and survey insights to inform campaign tone, website messaging, and educational content
Website, SEO, and Digital Presence
- Maintain and optimize Twig’s website and digital profiles (UX, SEO, CRO, messaging)
- Analyze traffic, behavior, and conversion to guide landing page optimization and service-specific outreach
Performance Tracking & Insights
- Support or lead the build of dashboards and reports to track marketing KPIs, channel ROI, and patient funnel performance
- Translate insights into decisions; adapting campaigns, messaging, and tactics based on data
- Collaborate on segmentation, targeting, and lifecycle journeys
- Incorporate patient satisfaction data (surveys, NPS, qualitative feedback) to evaluate and improve campaign impact and messaging resonance
- Experiment with AI-powered tools to support campaign optimization, audience segmentation, and content workflows
Who You Are:
- 2–7 years of experience in marketing, ideally in healthcare, hospitality, retail, technology, or other high-trust service businesses
- You bring grit, adaptability, and a builder’s mindset; ready to figure things out, get your hands dirty, and make progress even when the path isn’t fully defined.
- You are comfortable working across strategy and execution, running campaigns, and rolling up your sleeves to get things done
- You have a strong grasp of performance marketing, funnel optimization, and brand storytelling
- You have hands-on experience with Google Ads, Meta Ads Manager, SEO tools, email platforms, and CMS (e.g., Wordpress)
- You thrive in a lean-team environment and takes initiative with minimal oversight, while collaborating effectively across functions
- A strong collaborator and stakeholder engager; skilled at aligning teams around shared goals
- You are analytical and data-driven, with a track record of turning insights into action
- You are curious and open to using AI tools to improve campaign performance, automate tasks, or enhance audience targeting, personalization, and content generation
- You care deeply about helping people through complex journeys and communicating with empathy and clarity
Why Join Twig:
- Be part of a bold, compassionate team changing the fertility experience in Canada
- Join a growing company where your ideas and leadership will shape real-world outcomes
- Work at the intersection of health, technology, and human connection
- Competitive compensation, benefits, and flexibility in a mission-driven environment
At Twig we prioritize exceptional care for our patients and employees alike. Our whole-person approach to care ensures that we provide our employees with an environment that supports both physical and mental well-being. We are committed to creating an environment where all of our employees feel included and valued. We believe that a diverse and inclusive organization enables us to make reproductive and fertility care better for everyone. We encourage applications from racialized people, Indigenous people, persons with disabilities, people from gender and sexually diverse communities, people with intersectional identities, as well as any others who may contribute to the further diversification of ideas.
