Marketing, community and visibility for Spring’s impact ecosystem
A practical perspective on how storytelling, audience journeys and campaign measurement can help Spring strengthen participation among founders, investors and partners.
- 10+ years in marketing
- International projects
- Brazil, Canada and global remote work
A perspective built around Spring’s mission
Spring supports purpose-driven founders and impact investors working on solutions for people, communities and the planet. Its marketing opportunity is not only to promote programs, but to make participation, outcomes and impact easier to understand and share.
Clearer participation journeys
Help founders, investors, partners and community members understand where to begin and what their next step should be.
Stories that show real progress
Turn founder, investor and program stories into consistent content across social media, email, website and partner communications.
Campaigns that combine volume and quality
Use paid and organic channels to reach the right audiences, while measuring the quality of participation and engagement.
Reporting that supports better decisions
Connect campaign data with feedback from participants, partners and the team.
A national platform with a meaningful story to tell
12+
years supporting the impact ecosystem
3,300+
founders supported
1,100+
investors supported
Canada + 20
countries reached
Spring already has strong evidence of impact. The next opportunity is to translate this scale into clear, human and relevant communication for each audience.
Figures taken from Spring’s public role description.
Founders
Access to education, networks and capital
Investors
Tools, confidence and community to invest in solutions that matter
Partners
Opportunities to support a growing national impact ecosystem
Canada’s digital landscape, and what it means for Spring’s campaigns
DataReportal’s Digital 2026 Canada report describes a market where reach is no longer the constraint. This is the reading that matters for founder recruitment, investor activation and partner campaigns.
40.2M
+0.9%
Total population
82.1% · urban population
42.4M
+2.9%
Mobile connections
106% · vs. population
38.2M
+0.8%
Internet users
95.1% · of population
33.0M
+4.1%
Social media users
82.1% · of population
Year-on-year change and share of population, October 2025.
Use of digital communication services
Internet users aged 16+ who use each kind of service every month
Social networks
Chat apps and messengers
Mobile video calling
Self-declared platform use
Internet users aged 16+ who used each platform at least once in the past month
- Facebook77.4
- Messenger62.3
- Instagram58.0
- YouTube53.6
- WhatsApp45.1
- iMessage39.9
- TikTok38.7
- LinkedIn34.1
- Pinterest32.8
- Reddit32.6
- X29.4
- Snapchat26.6
- Telegram14.1
- Discord12.6
- Threads12.3
Social media apps: active user index
Smartphone handsets using each platform’s mobile app, August 2025
- Instagram100.0
- YouTube99.9
- Facebook83.7
- TikTok81.6
- WhatsApp67.6
- Messenger66.6
- Pinterest38.5
- Snapchat35.2
- Reddit30.9
- Discord25.8
- LinkedIn23.4
- X22.2
- Threads19.5
- Telegram19.1
- Signal5.4
Social media ad audiences
Potential advertising reach reported by each platform, October 2025
- Reddit43.1M
- YouTube33.0M
- LinkedIn29.0M
- Facebook24.6M
- Instagram21.0M
- TikTok16.6M
- Snapchat13.8M
- Pinterest11.1M
- X9.74M
- Threads2.30M
- Messenger734K
Social media apps: user time index
Indexed total daily time spent by all active users of each platform’s Android app
- YouTube100.0
- Instagram65.2
- Facebook54.6
- TikTok49.3
- WhatsApp36.7
- Messenger17.8
- Telegram9.4
- Reddit5.9
- X4.8
- Snapchat4.4
- Discord4.1
- Pinterest2.4
- Signal1.0
- imo0.9
- LinkedIn0.8
Top websites: Semrush ranking
Most visited websites in Canada by traffic, August 2025
| # | Website | ||||
|---|---|---|---|---|---|
| 01 | google.com | 1.61B | 70.6M | 15m 38s | 6.65 |
| 02 | youtube.com | 586M | 40.8M | 22m 58s | 8.46 |
| 03 | facebook.com | 212M | 25.5M | 17m 30s | 7.43 |
| 04 | reddit.com | 177M | 26.5M | 14m 15s | 3.99 |
| 05 | amazon.ca | 133M | 24.7M | 11m 23s | 8.17 |
| 06 | chatgpt.com | 116M | 14.1M | 14m 09s | 4.05 |
| 07 | instagram.com | 109M | 20.9M | 13m 10s | 8.23 |
| 08 | google.ca | 103M | 10.9M | 12m 13s | 4.51 |
| 09 | yahoo.com | 85.6M | 13.5M | 12m 30s | 4.26 |
| 10 | wikipedia.org | 84.3M | 19.3M | 9m 46s | 3.53 |
| 11 | temu.com | 70.1M | 12.1M | 10m 10s | 3.14 |
| 13 | x.com | 58.4M | 11.0M | 18m 08s | 9.75 |
| 14 | bing.com | 56.4M | 7.00M | 11m 18s | 4.29 |
| 15 | microsoftonline.com | 53.7M | 12.3M | 4m 33s | 2.67 |
| 16 | live.com | 49.0M | 9.13M | 10m 54s | 6.76 |
| 17 | linkedin.com | 47.9M | 11.1M | 10m 51s | 6.11 |
| 18 | duckduckgo.com | 47.5M | 3.20M | 12m 22s | 2.56 |
| 19 | canada.ca | 39.3M | 13.8M | 9m 31s | 4.43 |
| 20 | netflix.com | 37.0M | 7.23M | 14m 51s | 3.95 |
Source: Semrush, August 2025 (DataReportal). Figures ending in B are billions, M millions and K thousands. The adult-content domain printed at #12 in the original ranking is not reproduced here.
Four readings that matter for this role
1. Reach is a given. Attention is the variable.
33.0 million social media users and 92.9% monthly use of social networks mean distribution is not the constraint. Time is: YouTube leads the total user time index (100.0) while LinkedIn sits at 0.8.
2. LinkedIn is the highest-intent paid channel here.
LinkedIn reports 29.0 million reachable ad accounts in Canada with 34.1% monthly platform use. Facebook still reaches 24.6 million and Instagram 21.0 million, so Meta carries volume while LinkedIn carries message quality.
3. Programme discovery now happens in search and in AI assistants.
Google properties hold three of the eight most visited sites (google.com 1.61B visits, youtube.com 586M, google.ca 103M), and chatgpt.com is already sixth at 116M visits. Programme pages need visibility in both.
4. Email remains the retention layer.
88.9% of Canadian internet users use email every month, second only to social networks. With HubSpot already in place, segmentation and lifecycle email are the fastest lever on applications and re-engagement.
Sources: DataReportal, We Are Social and Meltwater, Digital 2026 Canada, drawing on Semrush, Similarweb, GWI, GSMA Intelligence, ITU, platform advertising resources and national statistics. Figures refer to October 2025 unless stated otherwise.
The Project Marketing Lead brief, answered point by point
Spring is hiring a part-time contract Project Marketing Lead: five months, 20 hours a week, anywhere in Canada. Each line of the brief is matched below with experience and with the Canadian market data above.
Role
Project Marketing Lead
Contract
5 months · 20 h/week
Location
Anywhere in Canada · distributed team
Dates
Start on or before 2 Nov 2026 · ends 31 Mar 2027
Plan, deliver and report on multi-channel campaigns
Ten years of campaign planning and delivery across website, email, social and paid media, with tracking defined at the start of the plan rather than added at the end.
Create, monitor and optimise paid campaigns on LinkedIn and Meta
Hands-on LinkedIn and Meta Ads management with conversion tracking. The Canada data sets the targeting brief: 29.0M reachable on LinkedIn, 24.6M on Facebook and 21.0M on Instagram.
Schedule organic social and email campaigns in HubSpot
HubSpot CRM, segmentation, automation and lifecycle email: audiences grouped by programme interest and engagement stage, then relevant follow-up. 88.9% of Canadian internet users use email monthly.
Write, design, edit and proofread for social, email, website, reports and proposals
Editorial, SEO and design work across client websites, campaign pages and reports. This page is the example: a public dataset turned into a clear, visual narrative.
Work with partners, their marketing teams and external agencies
Client-facing delivery across more than 20 countries, including co-branded campaigns, partner announcements and coordination with agency and PR teams.
Track performance and turn data into insights and recommendations
Measurement frameworks (GA4, UTM discipline, consent-aware tracking, dashboards) plus a diagnostic model that scores go-to-market readiness and prioritises the next actions.
The essentials stated in the posting
- 5+ years of marketing experience, including leading campaigns
- Experience working with clients, partners or agencies
- Proficiency with HubSpot, LinkedIn and Meta Ads Manager
- Experience driving marketing results, with evidence
- Available online Monday to Friday
Tools named in the posting
Requirements quoted from Spring’s Project Marketing Lead posting (October 2026).
The stack behind Spring’s marketing, and where I add leverage
Spring’s BuiltWith technology profile, captured on 21 October 2026: the CMS, CRM, analytics and advertising tools running on spring.is today. The measurement layer is thin, and that is exactly where the posting asks for reporting.
Website and CMS
- WordPress
- PHP
- Apache on Liquid Web
- Cloudflare CDN and DNS
- Let’s Encrypt SSL
- W3 Total Cache
CRM and marketing
- HubSpot
- HubSpot forms and CTAs
- HubSpot WordPress plugin
Analytics and tracking
- Google Analytics 4
- Google Tag Manager
- HubSpot Analytics
- Facebook Pixel
- LinkedIn Insights
- Cloudflare Web Analytics
Advertising and audiences
- Google Ads conversion tracking
- Google Remarketing
- DoubleClick
- LinkedIn Ads
- Facebook Custom Audiences
Front end and libraries
- jQuery
- jQuery Migrate
- GSAP
- React
- core-js
- Font Awesome
- Google Font API
Email, security and syndication
- Google Workspace (Gmail)
- SPF and DMARC
- reCAPTCHA and Cloudflare Turnstile
- YouTube embeds
- RSS feed
Source: the BuiltWith technology profile for spring.is, 21 October 2026 — more than sixty technologies across CMS, analytics, advertising and email. The tools above are the ones that matter for this role, checked against the live site.
Where I add leverage on this stack
- GA4 and Google Tag Manager joined to a single HubSpot reporting line, with Google Consent Mode so measurement stays privacy-safe
- UTM discipline from LinkedIn and Meta through to HubSpot contacts and programme applications
- A campaign dashboard that shows spend, volume and quality in one view
- HubSpot lifecycle email and segmentation for founder, investor and partner audiences
Five areas where marketing can create more momentum
Audience-specific campaign journeys
Create clear landing pages, email flows and ad messages for founders, investors, partners and event participants.
A repeatable impact-content system
Use a structured calendar for program launches, success stories, educational content, partner announcements and community moments.
Better use of LinkedIn and Meta
Run focused campaigns that support awareness, applications, registrations and community growth, with clear conversion tracking.
HubSpot-led nurture and segmentation
Organize contacts by audience, program interest and engagement stage, then deliver more relevant follow-up communication.
A simple learning loop
Review campaign performance regularly, combine quantitative data with feedback, and improve the next campaign quickly.
Marketing is more effective when strategy and execution stay connected
Digital strategy and campaign planning
Content, storytelling and landing pages
LinkedIn and Meta paid media
CRM, automation, reporting and optimization
My work combines the big picture with practical execution. I have worked with websites, content, email, CRM, automation, social media, paid media and performance reporting, always connecting marketing activity to business goals and audience needs.
A practical starting point
Listen and understand
Review Spring’s priorities, programs, audience segments, campaign history, available content and reporting.
Identify quick wins
Map immediate opportunities across campaign messaging, landing pages, email, paid media, social content and partner communication.
Build the working system
Create a short campaign calendar, content workflow, reporting dashboard and clear responsibilities.
Launch, learn and improve
Support priority campaigns, monitor early results and turn learning into practical recommendations.
A personal connection with Canada’s innovation ecosystem
My interest in Canadian innovation is based on direct experience, not only research from a distance.
I have spent time in Vancouver, visited Toronto and explored the Kitchener-Waterloo innovation corridor. These experiences helped me see how Canada combines entrepreneurship, technology, education, immigration and community-building to support long-term growth.
They also strengthened my interest in contributing to organizations that connect people around ideas with practical potential for positive change.
Vancouver
International business, technology and diverse communities
Kitchener-Waterloo
Entrepreneurship, research and innovation connections
Toronto
Scale, diversity, investment and national reach
About Bruno
Bruno Santiago is a Brazilian marketing strategist with more than ten years of experience in digital strategy, content, CRM, automation, growth marketing and international marketing.
He helps organizations communicate their value clearly, generate qualified opportunities and build marketing systems connected to real business goals.
Bruno works with clients in Brazil and internationally, including Canadian businesses. His current focus is International Marketing, Go-to-Market strategy, AI applied to business and Fractional CMO work.
Let’s help more people find, support and grow impactful ideas.
I would be glad to discuss how my experience in digital marketing, content, campaigns, CRM and reporting could support Spring’s work with founders, investors and partners.