The global population is aging, and the need for home care is growing each year. Unfortunately, at a time when care is needed more than ever, the home care industry is experiencing a crisis – a shortage of care workers.

At Caribou, we are on a mission to solve the caregiver crisis. Addressing this shortage will ripple positively across society: more fulfilling careers in healthcare, greater capacity to care for those in need, reduced stress on affected families, improved quality of life, and reduced burden on the hospital system. The caregiver shortage affects everyone, and together with our customers and partners, we will help solve it.

With Caribou's technology, care organizations can create a staff rewards program that motivates, attracts, and retains staff like never before. As a result, our customers grow their staff by more than 25% in the first year and reduce staff turnover by enabling a culture of recognition. We help solve the industry's two biggest problems: recruitment and retention.

It is essential for caregivers to feel valued, heard, and financially secure. With Caribou, care organizations can better understand their employees’ needs, recognize their efforts, and compensate them with financial rewards. Organizations using Caribou become the employer that caregivers strive to work for in their community. This empowered workforce delivers superior quality care to those who need it.

Caribou is in the midst of an exciting chapter of growth as we work with leading home care organizations in Canada and the United States to introduce the future of recognition to the industry. The journey is just beginning. Join us as we transform the way we care for care workers.

Role Summary

As Marketing Manager, Product Adoption, reporting to the Chief Product Officer, you will own the positioning and adoption of our products. You will play a key role in helping our customers and prospects connect with Caribou via an extensive communications journey, from invitation to redemption of rewards. Leveraging your ability to craft a strong message and to convey value with each word, you will translate features into practical use cases for agencies and caregivers, and increase measurable engagement with rewards. This is an impactful opportunity to apply your strategic, project management and writing skills to shape Caribou’s product and trajectory!

What you will be doing:

  • Develop a deep understanding of our target audience and personas (agencies, coordinators and caregivers) pain points, motivations, and needs
  • Own product performance metrics related to caregiver engagement with our app, agency feature adoption and general satisfaction with the product
  • Write all product-related communications including release notes and engagement campaigns targeting caregivers
  • Leverage A/B testing to solidify our messaging journey to onboard and retain caregivers on our platform, utilizing mainly email and sms
  • Analyze quantitative and qualitative feedback to identify trends, insights, and opportunities for improvement and optimization, and implement changes
  • Collaborate with product management, sales, and customer success to translate product features and benefits into compelling value propositions for each of our personas: agencies, coordinators and caregivers
  • Facilitate knowledge sharing by training CS team on how to present each feature to agencies, to drive higher pilot participation and ultimately, adoption
  • Stay up-to-date on industry trends, competitor offerings, and best practices in behavioural science

About you:

  • Proven experience (3+ years) focused on driving engagement with users via email and sms, preferably in the SaaS or Ecommerce space
  • Ability to conduct A/B testing on email and SMS to drive product adoption
  • Strong analytical skills and ability to interpret data to drive decision making and measure success of initiatives
  • Ability to connect the dots between our customers’ needs, the market trends and our product offerings to craft compelling messages
  • An MVP mindset; keeping the end vision in mind while being able to break big projects down into multiple small steps which can be executed more quickly, validated and iterated on
  • Excellent communication and collaboration skills, with the ability to articulate complex design concepts and persuasive messaging tailored to stakeholders at all levels
  • Passion for solving challenges of caregivers, experience with the home care industry is a big plus

Interview Process:

  • Phone Screen with someone from the People team (30 minutes)
  • Hiring Manager Interview with our CPO, Christine Dupuis (30 minutes)
  • Present a take home assignment to the hiring team (30 minutes)
  • Team Interview with our Co-Founder/COO Christian Alaimo and Product Manager, Gulen Buyukbayram (60 minutes)
  • Leadership Interview with our Co-Founder/CEO Alex Oosterveen
  • References & Background Check
  • Offer and celebration 🎉

Why Caribou?

  • Competitive cash and equity compensation, this position will be comprised of base and commission
  • Generous PTO policy including 15 mandatory vacation days (and up to 20 vacation days)
  • Enjoy Summer half-day Fridays, your birthday off, holiday shutdown and extra long Family Day weekend
  • Great team culture - we care deeply about the work and each other
  • Top of market maternal and paternal leave
  • Excellent healthcare benefits including a $3,000 health spending account
  • Personal development budget; we support our team members' growth
  • Opportunity for rapid growth and career development; the Herd is growing!

Good to know:

  • We work remotely however we travel a few times a year for team events/meetings
  • Most of our team is located in the GTA, therefore we typically work Eastern Time

Equal Opportunity Employer

At Caribou, we understand the value of having a diverse team. We believe in providing equal opportunity employment regardless of race, national or ethnic origin, colour, religion, age, sex, sexual orientation, gender identity or expression, marital status, family status, genetic characteristics, disability, and conviction. Please let us know if you require accommodation during the recruitment process. Please contact if you have any questions or need support in any way.