B2C Marketing Lead

Accountabilities: You will lead the planning, execution, and optimization of consumer marketing campaigns, ensuring each launch reaches the right audiences and generates measurable enrollment outcomes. Your responsibilities will include: Develop go-to-market strategies for city and state program launches, defining audience segments, channel mix, budgets, timelines, and enrollment targets. Plan, launch, and optimize high-converting multi-channel campaigns across paid and organic social media, paid search, creator partnerships, and non-traditional digital channels. Create audience-specific messaging frameworks that make complex programs accessible, engaging, and relevant to diverse resident populations. Translate partner and government communication opportunities into effective consumer-facing campaigns and creative assets, coordinating internal reviews and approvals. Collaborate with partner communications teams to plan launch announcements, press outreach, public events, and content featuring elected officials. Personally develop and refine marketing assets, including campaign copy, short-form video concepts, creative hooks, and visual advertising variations. Identify, recruit, and manage local creators and influencers who can communicate credibly with target communities. Build relationships with program users and partners who can serve as authentic spokespeople in marketing campaigns. Establish tracking and reporting systems that connect marketing spend to completed enrollments by channel, message, and geography. Analyze campaign performance and communicate actionable insights and results to leadership and government partners. Ensure all public-facing claims undergo compliance review, avoiding language that could be interpreted as financial advice or that overstates program outcomes. Travel approximately 10% of the time to support campaign launches, partner collaboration, and related activities. Requirements : The ideal candidate is a creative, data-driven growth marketer with a strong track record of driving consumer acquisition and large-scale enrollment through innovative digital campaigns. You should bring: At least 5 years of hands-on experience in B2C or D2C growth marketing, digital acquisition, or consumer campaign management. A proven ability to drive large-scale consumer engagement, action, and enrollment through effective marketing strategies. Experience developing unconventional campaign concepts, testing emerging formats, and finding innovative ways to reach and engage audiences. Practical experience planning, managing, and optimizing paid social campaigns across platforms such as Meta, TikTok, YouTube, and LinkedIn. Experience managing paid search campaigns through Google Ads. Strong analytical capabilities, with the ability to track conversion journeys from initial engagement through completed enrollment. The ability to translate campaign performance data into actionable insights and optimization strategies. Excellent copywriting and messaging skills, particularly the ability to make complex topics such as finance and student loans accessible, clear, and compelling to everyday consumers. Hands-on experience briefing, negotiating with, and managing performance-oriented creator and influencer campaigns. Experience navigating complex approval processes and collaborating with multiple stakeholders, including external partners or clients. Strong communication, project management, and organizational skills, with the ability to manage multiple campaigns and priorities simultaneously. Additional experience that would be advantageous includes: Digital acquisition experience in civic or political campaigns, open enrollment programs, public benefits, public health, or education initiatives. Experience in fintech, consumer finance, or student lending, particularly within regulated advertising environments. Previous experience at an agency or startup, especially launching new products or programs in regional markets. Benefits : Annual compensation ranging from $130,000 to $180,000 USD, depending on experience, technical expertise, and demonstrated results. Equity grant. Performance-based bonus. Comprehensive benefits package for full-time employees. 100% employer-paid employee medical, dental, and vision insurance. 401(k) retirement plan with a 3% employer match. Direct employer contributions toward student loan payments. Up to 11 paid holidays. Flexible paid time off (PTO). Paid leave for family, health, and personal needs. Two annual in-person company events, including team off-sites. Remote-first work environment with team members across the United States. Opportunities to connect and collaborate through regular virtual meetings and access to a collaborative office in New York City's Financial District.