Content Writer

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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

• 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

CONTENT OPTIMIZATION & DISTRIBUTION

CROSS‑FUNCTIONAL COLLABORATION

REQUIRED SKILLS & EXPERIENCE

WHAT'S IN IT FOR YOU

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.

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