Founding DTC Growth Marketing Manager, Silvie

Marketing | Toronto or Waterloo, Ontario (Hybrid)

Full-time | Reports to the CEO
Base Salary: $100,000-$150,000 CAD

Find what drives growth. Build it, test it, and scale it.

About Silvie

Silvie is the first consumer product from Pontosense, whose sensing technology is already deployed in 24 countries.

A small sensor on the wall detects falls and tracks sleep, health, and wellness, with no cameras, wearables, or pendants. There is nothing to charge and nothing to remember.

Families get peace of mind. Older adults maintain their independence and dignity.

We're bringing advanced sensing technology into everyday homes and helping define a new category in aging and wellness.

Why Now

Silvie launches nationally in January 2027. We're moving from early customer validation toward building a scalable direct-to-consumer business.

We have proven technology, an established B2B business, and an emerging consumer brand. Now we need someone who can discover and build a repeatable growth engine.

The biggest questions are still ahead of us: Which customers should we prioritize? What motivates them to buy? Which channels can acquire them efficiently? How do we turn early traction into sustainable growth?

We're looking for someone who can answer those questions through customer understanding, strategic thinking, and hands-on experimentation.

The Role

You'll own Silvie's DTC growth strategy and execution, with a primary focus on customer acquisition and conversion.

You'll identify growth opportunities, prioritize customer segments and channels, develop hypotheses, and run experiments to discover what works.

This is not a role focused solely on optimizing an existing marketing playbook. You'll help build that playbook.

You'll work directly with the CEO, Head of Brand and Marketing, and Product team. Our Brand team owns brand positioning and identity. Your responsibility is to translate customer insights and brand direction into measurable growth.

We need someone who can think strategically, make independent decisions, and stay hands-on enough to prove their own ideas.

This is an individual contributor role with significant ownership and the opportunity to build and lead a growth team as Silvie scales.

What You'll Own

1. Growth Strategy & Prioritization

• Identify and prioritize high-potential customer segments based on customer insights, market opportunities, and performance data.
• Understand what motivates customers to purchase, what holds them back, and how to reach them effectively.
• Develop a DTC acquisition strategy and determine which channels, audiences, and experiments deserve investment.
• Make clear decisions about what to test, what to stop, and what to scale.
• Continuously refine the growth strategy based on real customer behavior and business outcomes.

2. Hands-on Customer Acquisition

• Build, launch, and optimize acquisition campaigns, with strong hands-on ownership of paid acquisition.
• Experiment with additional channels such as organic content, SEO and AI search, creators, partnerships, and referrals.
• Develop and test audience targeting, messaging angles, creative hypotheses, and offers in collaboration with Brand.
• Identify and build repeatable, cost-effective acquisition channels.
• Work with creative and external specialists where needed while maintaining direct ownership of performance.

3. Conversion & Funnel Optimization

• Own conversion performance from first discovery through purchase.
• Identify funnel friction and opportunities through analytics and customer insights.
• Run experiments across landing pages, messaging, pricing, offers, and checkout.
• Partner with Product and Customer Success on activation, onboarding, retention, and referrals.
• Focus on improving the overall customer journey, not just driving more traffic.

4. Analytics & Experimentation

• Define and track key growth metrics, including CAC, conversion rate, customer acquisition, and channel ROI.
• Build clear, reliable reporting to understand what drives growth.
• Establish a consistent experimentation process with measurable hypotheses, results, and learnings.
• Use data to prioritize resources and guide growth investments.
• Turn successful experiments into scalable processes and repeatable results.

What Year One Looks Like

• We've identified our highest-potential customer segments and understand their purchase motivations and barriers.
• We have a clear acquisition strategy supported by customer insights and performance data.
• At least one or two acquisition channels demonstrate repeatable, scalable potential.
• CAC and conversion performance are measured, understood, and improving.
• We've established an effective experimentation rhythm and scaled successful initiatives.
• Our next growth stage is based on proven opportunities and real data, rather than assumptions.

This Is for You If

• You've helped grow a consumer product, DTC brand, app, or subscription business, with measurable acquisition or revenue results.
• You've independently identified growth opportunities and developed strategies, rather than only executing someone else's plans.
• You understand how to identify customer segments, analyze purchase motivations, and prioritize acquisition channels.
• You have strong hands-on experience in paid acquisition, conversion optimization, and performance analytics.
• You can independently launch campaigns, run experiments, interpret results, and improve performance.
• You're comfortable making decisions with limited data and refining your approach as you learn.
• You understand growth economics, including CAC, conversion, retention, and customer lifetime value.
• You've worked in an early-stage or fast-growing environment and enjoy building from scratch.
• You can move naturally between strategic thinking and hands-on execution.

Bonus Points If You Have

• Built an acquisition channel from zero to meaningful scale.
• Worked on a consumer hardware, health, wellness, or subscription product.
• Experience marketing products that require customer education, trust, or behavior change.
• Experience with creator-led growth, partnerships, or referral programs.

How We Work

Build it right, then make it better. People's safety rides on what we ship, so we test hard and continuously improve.

Say it as it is. Kind and direct, at every level, including the CEO.

Real impact. There is more room to make a difference here than at a company ten times our size.

Own the outcome. We value people who take initiative, make decisions, and follow through.

Hard, and worth it. What we build helps people live safely and independently at home. Rest well; it's part of the job.

Where This Goes

This is our founding DTC growth marketing role.

As Silvie scales, you'll have the opportunity to build and lead a growth team of your own.

You'll help establish the growth function from the ground up and shape how a new consumer business scales.

What You Get

• A Silvie sensor for your parents, on us
• Direct access to the leadership team, with real ownership and autonomy
• Competitive compensation and opportunities for career growth
• Hybrid in Toronto or Waterloo
• Health, dental, and vision benefits

The Details

• Pay: $100,000-$150,000 CAD base salary
• Full-time, permanent role
• Reports directly to the CEO
• This is a new role created to grow the team, not a backfill
• Our hiring process typically includes an initial interview, a short practical case, and a final interview with the CEO and members of the team. We may adjust this depending on the role.
• We may use AI-assisted tools during hiring, but prioritize human input and manual review.

Our Commitment

At Pontosense, we are committed to creating an inclusive and accessible workplace. We value diversity and believe that everyone deserves an equal opportunity to succeed.

If you have a disability or special need that requires accommodation during the hiring process, please let us know. We will work with you to make the necessary accommodations to ensure a fair and positive experience for all applicants.

We strive to provide accessible communication and technology for our employees and customers and always look for ways to improve.

We are proud to be an equal opportunity employer and welcome candidates from all backgrounds to apply for open positions at our company.