Segment Marketing Manager, Gen Z & Digital

Momentum Financial Services Group•Toronto, ON

5h•CA$95,000 - CA$110,000•Hybrid

About The Position

The Job Lead Money Mart's digital Gen Z segment-specific marketing efforts by developing and executing targeted strategies that drive customer acquisition, engagement and retention across key consumer segments. This role is responsible for translating brand and business objectives into relevant, insight-driven marketing programs that resonate with priority audiences. Working closely with cross-functional teams and agency partners, the Segment Marketing Specialist will lead the planning, execution and performance of segment-focused campaigns and initiatives while helping evolve Money Mart's understanding of its customers and how to best reach them.

Requirements

5+ years of marketing experience, with a strong focus on Gen Z or youth audience strategy
Proven track record developing and executing campaigns on TikTok, Instagram, and Snapchat — both organic and paid
Hands-on experience with mobile push notifications and in-app messaging, including segmentation, A/B testing, and lifecycle marketing
Deep understanding of Gen Z consumer psychology, financial attitudes, and digital-first behaviours
Strong copywriting and messaging skills — you can write a TikTok hook and a strategic brief with equal confidence
Experience working with or briefing creative teams, content creators, and influencer partners
Bachelor’s degree in one of the following fields (or a closely related discipline): Communications, Marketing, Public Relations, Journalism

Nice To Haves

Experience in financial services, fintech, or a regulated industry
Familiarity with Quebec/French-language market considerations
Background in community management or social listening
Experience with short-form video production or creator-led content
Master’s degree in Communications, Business, or a related field

Responsibilities

Own the Gen Z segment marketing strategy end-to-end — from audience insights and segmentation to messaging frameworks and campaign briefs
Develop and maintain Gen Z-specific value propositions that position Money Mart's products and services as relevant, accessible, and trustworthy to younger consumers
Serve as the internal SME on Gen Z culture, trends, financial behaviours, and digital habits — educating and advising cross-functional teams including Product, Brand, and Customer Experience
Translate business objectives into audience-first campaign strategies that resonate with a generation that values authenticity, transparency, and speed
Lead the development of Gen Z-tailored messaging hierarchies, tone of voice guidelines, and content frameworks
Partner with creative teams and agencies to brief, review, and approve content that feels native to each platform — not repurposed from traditional channels
Champion culturally relevant storytelling, including trend-led content, creator partnerships, and community-driven narratives
Continuously test and iterate on messaging based on performance data, audience feedback, and cultural signals
Own channel strategy and execution across TikTok, Instagram, Snapchat and other like platforms, including organic and paid activations
Define platform-specific content strategies that align with each channel's unique format, algorithm, and audience behaviour
Lead mobile app messaging and push notification strategy — developing segmented, personalized, and behaviour-triggered communication flows that drive engagement and conversion among younger users
Stay ahead of platform updates, emerging features (e.g., TikTok Shop, Instagram Reels, Snapchat AR lenses), and best practices to keep Money Mart's presence fresh and competitive
Collaborate with performance marketing and analytics teams to track KPIs, optimize campaigns, and report on Gen Z segment performance