WHO WE ARE
Baseline is an ‘Operating System’ for private Lenders in the US who make real estate secured loans, primarily for real estate investors (i.e. house flippers, landlords, or developers). Our platform helps lenders originate and service loans, manage borrowers and investors, streamline business processes and create technology-enabled workflows that allow them to expand their businesses and improve profitability.
Baseline was founded in 2022 and raised a $2.2m CAD seed round in May 2024. We experienced 300%+ revenue growth in 2025 and are tracking for similar growth in 2026. We have a market-leading product in our category and have ambitions to become the dominant software in the entire private lending industry.
We’re now hiring a Content Writer to elevate and scale our written content engine across platforms. This is a full-time, in-person role based in Toronto.
ROLE OVERVIEW
As a Content Writer, you’ll own Baseline’s written storytelling across all channels—from thought leadership and product education to customer stories, email campaigns, web content, and social platforms. You’ll transform ideas, insights, and industry knowledge into sharp, compelling narratives that resonate with private lenders, real estate investors, and the broader fintech ecosystem.
You’ll also play a key role in supporting our growing multimedia efforts by crafting scripts, outlines, and narrative frameworks for video content, including podcasts, interview segments, product explainers, and leadership features.
You will collaborate closely with Marketing, Product Marketing, Customer Success, Sales, and Leadership to craft content that informs, engages, and accelerates demand. You should be a strategic thinker, a strong researcher, and a versatile writer capable of producing content that is educational, authoritative, and brand-aligned.
This is a hands-on role with a significant impact on Baseline’s brand voice and demand generation engine.
WHO YOU ARE
You’re a storyteller with a strategic mindset. Someone who can translate complex industry concepts into clear, engaging content. You understand how B2B audiences make decisions, how to craft narratives that build trust and community, and how to use content to drive pipeline and brand authority. You’re creative enough to test new formats and analytical enough to understand what performs and why.
KEY RESPONSIBILITIES
Content Strategy & Planning
- Collaborate with marketing leadership to develop and execute Baseline’s content strategy.
- Translate product, brand, and campaign objectives into well-researched, audience-driven content.
- Maintain a content calendar aligned with product releases, events, and industry narratives.
Writing & Editorial
- Write long- and short-form content including industry explainers and thought leadership, customer success stories, product education articles and feature spotlights, email campaigns and newsletters, website content and landing pages, social content for LinkedIn and other channels.
- Research industry trends, market shifts, and customer insights to inform content direction.
- Conduct interviews with customers, internal subject-matter experts, and leadership to develop high-impact stories.
- Write scripts, talking points, and narrative outlines for video content, including podcasts, product videos, interviews, and leadership features.
Content Optimization & Distribution
- Ensure all content is optimized for SEO, readability, clarity, and brand voice.
- Adapt long-form content into snippets, posts, and micro-content across channels.
- Publish, track, and analyze performance; use data to inform ongoing improvements.
Cross Functional Collaboration
- Partner with Product Marketing to communicate new features and product value clearly and effectively.
- Support Sales with persuasive collateral for outbound, ABM, and nurture campaigns.
- Work with Customer Success to highlight lender wins and use cases.
- Collaborate with Leadership to articulate Baseline’s mission, growth, and POV on the private lending industry.
REQUIRED SKILLS & EXPERIENCE
- 3–7 years of writing experience for a B2B brand, SaaS company, newsroom, or agency.
- Journalism background or newsroom training is a strong asset and ideal for this role.
- Exceptional writing, editing, and storytelling skills with a strong portfolio of published work.
- Ability to take complex ideas and communicate them simply and persuasively.
- Strong research, interviewing, and investigative abilities.
- Experience writing for LinkedIn, email, blogs, and website formats.
- Experience writing scripts for video, podcasts, or multimedia content.
- Understanding of SEO best practices.
- Ability to juggle multiple projects, move fast, and meet deadlines.
- Familiarity with private lending, real estate investing, or fintech is an asset (not required).
WHAT'S IN IT FOR YOU
- Join the Marketing team of a hyper-growth B2B SaaS company on track for a Series A in 2026.
- Direct influence on Baseline’s brand voice and thought leadership presence.
- Deep exposure to the operating rhythms of a fast-scaling startup.
- Accelerated skill development across storytelling, brand building, SEO, and content distribution.
- Cross-team collaboration and full ownership of written content.
- A creative environment where experimentation and new ideas are encouraged.
- Competitive benefits package: medical, dental, drug, paramedical, and vision coverage.
INTERESTED IN APPLYING?
Choose option A, B, or both!
A) Find a mutual connection to someone at Baseline and request a warm introduction to the hiring manager for this role.
B) Apply through this form: https://forms.gle/aSaqTvjt16ZsJkpE6. Include a short writing sample or portfolio link showcasing your best work.
Applicants who take either step are guaranteed a full review and response by the hiring manager. Most candidates will not do this so don’t be discouraged by the large applicant counts on the LinkedIn posting.
The starting annual salary for this role is $75,000, with an opportunity to exceed market benchmarks over time based on your contributions. This is a full-time in-office position, with 5 days a week required at our building located at 507 King Street East, Toronto.
