B2C Marketing Lead

Summer

2h•$130,000 - $180,000•Remote

About The Position

Summer is hiring a B2C Marketing Lead to design and execute digital campaigns that drive resident enrollment in its city and state programs. The role owns launch strategy, from initial announcements through sustained digital enrollment campaigns, and is responsible for testing channels, developing trust-building messaging, and optimizing campaigns for completed conversions. The position collaborates with Summer teams and government partners’ communications staff, translating complex free benefits into effective consumer campaigns. The role is remote in the U.S. and may require approximately 10% travel. Summer is a remote-first company with team members across the U.S., weekly virtual meetings, two annual off-sites, and a collaborative office in New York City’s Financial District.

Requirements

At least 5 years of hands-on B2C/D2C growth marketing, digital acquisition, or campaign experience, with a record of driving large-scale consumer action or enrollment.
Experience developing outside-the-box campaign concepts, testing non-traditional formats, and finding innovative ways to engage audiences.
Hands-on experience planning and managing paid social budgets on Meta, TikTok, YouTube, and LinkedIn, as well as paid search on Google.
Ability to track conversion pathways from first touch to completed enrollment and use performance data to make campaign adjustments.
Ability to make complex subjects such as finance or student loans simple, accessible, and engaging to consumers.
Hands-on experience briefing, negotiating, and running performance-driven creator campaigns.
Comfort navigating multi-stakeholder approval processes and working with partner or client teams.

Nice To Haves

Digital acquisition experience in civic or political campaigns, open enrollment (ACA/Medicaid), or public-benefit fields where trust-building and high-volume action are important.
Fintech, consumer finance, or student loan experience, particularly with advertising guidelines in regulated consumer spaces.
Agency or startup experience launching new programs or products in new regional markets.

Responsibilities

Build go-to-market plans for city and state launches, including audience segments, channel mix, budget, timeline, and enrollment targets.
Develop, launch, and optimize multi-channel campaigns across paid and organic social, search, creator partnerships, and non-traditional digital channels.
Create human-first messaging for distinct resident groups and targeted channels.
Translate partner and government communications channels into consumer creative, coordinating internal review and alignment.
Plan launch activities with partner communications teams, including announcement events, press outreach, and content from elected officials.
Draft and iterate creative assets, including copy, short-form video hooks, and visual ad variants.
Source and manage local creators and influencers, and cultivate user and partner spokespeople for marketing.
Set up tracking and reporting that connects spending to enrollments by channel, message, and geography, and share results with Summer leadership and government partners.
Submit public claims to Summer’s compliance review to avoid presenting financial advice or overstating results.