Putting People First, Every day
Lankin Investments is a Canadian real estate private equity firm with over $2 billion in assets under management, spanning 79 properties and more than 6,700 units, with more than 4,000 investors across Canada. Our ethos is simple yet profound: Driven by our people, we foster financial prosperity and community value through strategic Canadian real estate investments.
As part of our growth strategy, Lankin Investments is seeking a Content Marketing Manager to join our marketing team, with a strong focus on the creative behind our paid social campaigns and the content that grows our audience.
Job Overview
We are seeking a hands-on creative marketing professional who turns ideas into finished content, quickly and in volume. Reporting to the Director of Marketing, this role owns the creative side of our paid social program, including how that creative performs, and shapes the content we publish on our paid and organic channels. The ideal candidate has made an impact by growing social audiences from zero, writes openings that stop a scroll, and already uses AI image and video tools daily.
The Content Marketing Manager will concept, script, produce and iterate short-form video, animated and static creative for the major social and video platforms. The role requires sound judgement about what earns attention in the first second and the organization to carry many pieces of work at once. The person in this role owns the performance of their creative, measured in hook rate, click-through rate, cost per lead and conversion, and sees themselves as a key part of each campaign’s success.
Key Responsibilities
Paid Social Creative:
- Concept, script and produce short-form video, animated and static ads for the major social platforms, built for the placements where they run.
- Write and test the opening of every ad: the hook, the first frame and the first line.
- Turn campaign briefs into creative that holds attention through to the call to action.
- Keep a library of winning creative and patterns so new ads start from what has worked.
Creative Performance and Iteration:
- Work with the Digital Marketing Manager on a weekly test plan: which hooks, formats and angles go live, and what each test is meant to learn.
- Organize the production pipeline so each week puts out more creative, better creative and higher-converting creative.
- Own the performance of your creative: track hook rate, hold rate, click-through rate, cost per lead and conversion by ad, report what worked and why, and turn it into the next round.
Content and Audience Growth:
- Plan and produce content for our organic channels with the team, with the aim of growing reach and followers across our social and video channels.
- Repurpose events, webinars and podcast recordings into short-form clips and series.
- Spot formats and trends early, adapt them for a private real estate investment audience, and develop original series that can travel beyond it.
AI-Assisted Production:
- Use AI creative platforms and image and video generation models to produce and iterate creative at a pace a traditional shoot cannot match.
- Build repeatable workflows, prompts and templates so routine creative is automated and the team’s time goes to ideas.
Brand and Compliance:
- Work within Lankin’s brand standards and compliance review, and keep files, versions and naming organized so creative moves through approval without rework.
Qualifications
- 3+ years producing content for social media, with a portfolio of short-form video and paid social ads you concepted and made yourself, and the performance results behind them.
- Demonstrated growth of at least one social account from a small or zero base, with the numbers to show it.
- Hands-on experience with paid social ad creative, hook writing and creative testing, with a media buyer or on your own.
- Working fluency across the generative AI creative stack: AI creative platforms that bundle models (Higgsfield, Freepik or similar), image generation models (Nano Banana, GPT Image, Midjourney or similar) and video generation models (Seedance, Kling or similar), plus editing tools (CapCut, Premiere Pro, After Effects or similar).
- Strong writing: a first line that earns the second, and body copy that stays clear and accurate.
- Comfortable in a regulated category where claims are reviewed; financial services or real estate experience is an asset.
- Degree or diploma in a related field, or equivalent experience.
Skills and Competencies
- Knows why one opening works and another does not, and can explain it.
- Produces a steady weekly flow of new ads and variations without losing quality, and treats their numbers as their own.
- Manages many pieces of work at once, with clear status, versions and deadlines.
- Tries new tools, formats and ideas, keeps what works and drops what does not.
- Demonstrates core values of entrepreneurial drive, integrity, collaboration, dedication, and inclusivity.
Benefits
- Competitive salary.
- Comprehensive health, dental, and vision benefits.
- Professional development opportunities and support for continuing education.
