Director of B2C Marketing

Year Up United • Boston, MA

2d • Hybrid

About The Position

Year Up United is hiring a Director of B2C Marketing to lead marketing strategy and execution for Participant Enrollment and support Alumni Relations. Reporting to the Deputy Director, Marketing and Strategic Communications, this role develops integrated marketing strategy and creative across the enrollment funnel, drives prospective participant lead generation and engagement, and helps increase alumni engagement. The Director stewards B2C strategy, oversees content and creative, manages advertising and digital experience partnerships, and delivers insight-driven campaigns aligned with organizational priorities and the enterprise narrative.

The Director partners with Enrollment, Alumni Relations, Strategic Communications, B2B Marketing, other program teams, internal marketing functions, and external agencies. The role oversees participant- and alumni-facing content and channels, advertising and digital experience performance, measurement and optimization, operating processes, and the B2C marketing budget and agency spend. If team members or direct reports are added, the Director will provide direction, coaching, and performance management.

The Director also engages with Year Up United participants as a coach, mentor, group facilitator, and advocate, including mentoring a small number of participants and joining or sometimes facilitating weekly group sessions. The position is salaried and exempt. Starting January 5, 2026, employees are expected to work on-site at least two days per week, Monday through Thursday depending on job requirements. Candidates must live and work in a state where Year Up United operates or an approved proximate state. The stated salary range is $130,000–$155,000, with site-specific ranges and offers based on skills, experience, and location.

Requirements

• 8 to 12+ years of progressive marketing leadership, including significant B2C, enrollment, or consumer marketing leadership.
• Proven success managing multichannel campaigns and diverse stakeholder groups.
• Demonstrated ability to take initiatives from idea through execution and measurement.
• Strong decision-making, communication, collaboration, and leadership abilities.
• Experience leading and motivating others, including in a matrixed structure.
• Experience managing agencies and directing creative resources.
• Direct experience and oversight of email, SMS, social, web, print, video, and content marketing.
• Excellent presentation and communication skills, including engaging senior leaders and adapting communication to different stakeholders.
• Passion for working with young adults, belief in their potential, commitment to Year Up United’s mission, understanding of the Opportunity Divide and its drivers, and commitment to diversity, equity, and inclusion.

Nice To Haves

• Experience leading social media for a business; proficiency and understanding across Instagram, Facebook, LinkedIn, TikTok, YouTube, and Snapchat are a plus.
• Experience with marketing technology and CRM systems; Salesforce is preferred.
• Experience with funnel-based lead generation, marketing automation, and recruitment or enrollment marketing.
• Experience in a nonprofit, education, or workforce development setting.

Responsibilities

• Develop and lead B2C marketing strategy for Participant Enrollment and support Alumni Relations, aligned with organizational priorities and long-term goals.
• Build annual and quarterly marketing roadmaps covering participant recruitment, enrollment, and alumni engagement.
• Translate organizational priorities and insights into actionable marketing plans with measurable outcomes.
• Lead integrated marketing strategy and creative development across the prospective participant enrollment funnel to generate qualified leads and optimize the user journey.
• Lead the creation, execution, and optimization of marketing across email, SMS, social, web, print, video, and content, working with internal functions, agencies, and team members.
• Lead marketing support for Alumni Relations to engage alumni as organizational advocates and help them use services to advance their careers.
• Own the B2C side of the Year Up United stories program and tailor stories about participants, alumni, staff, corporate champions, and others for B2C audiences.
• Coordinate with the Director of B2B Marketing to share stories and assets across B2B and B2C audiences.
• Define shared funnel goals and metrics with Enrollment leadership, including lead volume, application conversion, and cost per enrollment.
• Serve as the primary marketing partner for Enrollment, Alumni Relations, and related program teams; manage intake, prioritization, consultation, and stakeholder support.
• Partner with Strategic Communications to maintain consistent enterprise messaging, incorporate organizational insights, and align on rapid-response messaging, positioning, and reputational considerations.
• Contribute content, insights, and publishing recommendations for alumni-facing LinkedIn content; Strategic Communications owns the channel.
• Serve as final approver of B2C stakeholder-facing marketing content, including campaign materials, email and SMS journeys, digital and social content, landing pages, website updates, collateral, and toolkits.
• Lead creative prioritization and oversee brand consistency, content accuracy, enterprise narrative alignment, and audience segmentation.
• Manage relationships with enrollment advertising agencies, including regular meetings, performance monitoring, and coordination with partner marketing teams.
• Own SEO and landing page optimization for Participant Enrollment and Alumni Relations, and ensure digital improvements respond to stakeholder needs and strategic priorities.
• Oversee measurement of enrollment advertising campaigns and digital enhancements.
• Establish and maintain operational processes for intake, prioritization, workflow, routing, and approvals; foster strategic thinking, collaboration, data literacy, and creative excellence.
• If direct reports or team members are added, provide direction, coaching, and performance management and ensure clear ownership and balanced workloads.
• Collaborate with the Director of B2B Marketing to align participant and employer messaging and coordinate shared design, video, web, and advertising resources.
• Manage the B2C marketing budget and agency spending.
• Oversee reporting on campaign performance, digital analytics, email engagement, and advertising ROI; use cross-functional insights to refine messaging and improve outcomes.
• Build insight-to-action processes with Enrollment, Alumni Relations, Research and Evaluation, and Strategic Communications, and serve as a thought partner to Marketing leadership.
• Participate and engage with Year Up United participants as a learning community member; coach and mentor a small number of current participants and join or sometimes facilitate weekly group sessions.
• Perform other duties as assigned.

Benefits

• Comprehensive healthcare options and dental coverage.
• 401(k) match for eligible participants.
• Three weeks of paid vacation in the first year and four weeks after the initial year.

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed