About Willful
At Willful, we’re on a mission to make estate planning simple, affordable, and accessible for Canadians. Since 2017, we’ve helped over 150,000 people create wills and power of attorney documents. Through partnerships with Wealthsimple, Scotiabank, CIBC and Amazon, we’re transforming how Canadians plan for the future.
We’re looking for a Senior Graphic Designer who shares our vision to make a positive difference in Canadians' lives. This role is vital in ensuring that every interaction with our brand reinforces trust, provides value, and helps more Canadians feel the peace of mind that comes from protecting their families.
As part of our team, you will lead and elevate the creative strategy behind our marketing initiatives, shaping the visual identity of the Willful brand across digital, print, traditional media and partner channels.
Your Role at Willful
As Willful’s Senior Graphic Designer, you’ll be accountable for shaping and upholding the visual brand and developing visual concepts and creative assets that resonate with our audience. You’ll report to Willful’s Director of SEO and Organic Channels and collaborate cross-functionally with senior stakeholders to create impactful visuals that drive awareness, engagement, and conversion across the customer lifecycle.
Key Responsibilities:
- Own the visual brand, working together with Product Design to ensure seamless alignment between marketing and product visuals, creating cohesive customer experiences across all touchpoints
- Develop visual concepts that inspire, engage and convert customers across every stage of the lifecycle
- Design responsive web pages in Figma and build them in Webflow
- Create email templates and promotional email campaigns in Mailchimp
- Design digital ads and social content that align with our brand voice
- Develop print and co-branded assets for partner collaborations
- Collaborate on conversion-focused design experiments to optimize web and email marketing performance
- Craft internal and external presentation decks and corporate assets that reflect Willful’s identity
Who You Are:
- Customer-first mindset: Understanding of design’s role in driving engagement, conversion rates and brand affinity across the customer lifecycle
- Strong design aesthetic: A natural eye for clean, modern, and effective design that inspires users to take action
- Proven marketing design experience: A strong portfolio showcasing your expertise in web, email, digital and print design
- Proficiency with design workflow and tools like Figma, Webflow and Mailchimp (or similar)
- Excellent collaboration skills: You work well cross-functionally and thrive in a fast-paced environment
- Bonus skills: Experience with motion graphics, animation or video editing
- Empathy is one of your top traits: You value collaboration and diversity of thought, and you thrive in a supportive, team-driven environment
We’re looking for the right person to join our team! We don’t care where you went to school—or if you went to school—as long as you have a proven track record of marketing success.
Even if you don’t check off all the boxes but you think you’d be a good fit for the team—we encourage you to apply.
Perks + What we offer
- Competitive salary and participation in employee stock option plan (ESOP)
- Comprehensive benefits plan, including health, dental, and vision
- Flexible perks including the choice of a health spending account (HSA) or RRSP matching
- A $500 wellness budget to support your physical, mental and emotional health
- Monthly meal and entertainment budget
- 4.5 day work week and flexible work hours to accommodate both work and home life
- Company-wide “recharge” days off in December in addition to your vacation time
- Competitive parental leave policy
- Fun and inclusive virtual team events
- In-person team and company-wide events (last year, we went to the Dominican Republic)
We’re building a diverse team
Willful is committed to building a diverse team and encourages applications from individuals from underrepresented groups, including but not limited to women, racialized individuals, Indigenous people, LGBTQ+ individuals, and persons with disabilities. We are also committed to providing reasonable accommodations to applicants with disabilities during the recruitment process
Work where you want to
We’re looking for the right person to join our team, so this role isn’t limited by geography and will be 100% remote. The only requirement is that you must be legally able to work in Canada. You will be required to attend in-person company retreats and strategic planning sessions several times a year.
Start date
ASAP
Interviewing at Willful
Here’s what you can expect.
- Interview with Director, SEO and Organic Channels (45 min)
- At-home assignment
- Assignment review and final interview with Willful’s Director, SEO and Organic Channels, CRO, and Product Designer (60 min)
- References
- Meet the team
- Offer
Top Skills
What We Do
Willful was founded as an alternative to traditional estate planning, and it allows Canadians to make end-of-life arrangements quickly and easily. Customers are guided through entering basic information including their name and date of birth, as well as the names of their beneficiaries. When the customer is finished filling out details about property, gifts, and beneficiaries, Willful generates a document (or documents depending on the package selected) and provides instructions for how to make it legally binding by having it signed in the presence of two witnesses. Willful offers three packages, starting at $99 CAD for an individual will, $189 CAD for a will and power of attorney documents (Premium Coverage plan) and $329 CAD for a Premium Coverage for Families plan. Willful also allows for unlimited edits to each document, saving users even more time and money in the future. 56% of Canadian adults don't have a will. Do you
