B2B2C Marketing Lead

About the role

We are hiring a contract B2B2C Marketing Lead to design and execute resource-efficient, high-converting digital campaigns that drive measurable resident enrollment in Summer's city and state programs.

We are seeking a resourceful, data-informed marketer whose primary mission is to turn complex, free benefits into clear digital campaigns that drive active resident sign-ups and usage. You will own the strategy for each launch, from initial announcements through sustained digital enrollment campaigns. You will test new channels and establish end-to-end campaign credibility—leveraging official government co-branding, clear privacy assurances, verified referral paths, and credible local messengers—while continuously optimizing for completed conversions. While you will collaborate closely with Summer's internal teams and our government partners' communications staff, your primary focus is driving measurable resident participation in these critical programs.

What you'll do

• Build a go-to-market plan for each city or state launch, including audience segments, channel mix (including organic social, paid social, and paid search), budget, timeline, and enrollment targets.
• Concept, launch, and optimize high-converting multi-channel campaigns (paid/organic social, search, creator partnerships, guerrilla or non-traditional digital channels) across diverse populations.
• Develop human first messaging for distinct resident groups for deployment in targeted channels.
• Design co-branded campaigns with government partners and manage their review and approval process.
• Plan launch moments with our communications team, including announcement events, press outreach, and content from elected officials.
• Source and manage local creators and influencers who can speak credibly to residents. Cultivate a set of spokespeople from our users and partners for marketing purposes
• Set up tracking and reporting that ties spend to enrollments by channel, message, and geography, and share clear results with Summer leadership and government partners.
• Run every public claim through Summer's compliance review so that nothing reads as financial advice or overstates results.

What we're looking for

• 6+ years of growth, digital, or B2B2C/B2C marketing experience with a proven track record of driving high-volume participation in a government sponsored benefit program or similarly complex, trust-sensitive service. Adjacent experience such as health plan facilitated benefits, financial assistance, or nonprofit services is highly relevant.
• A track record of resourceful campaign concepts, testing non-traditional formats, and finding innovative ways to engage audiences.
• Proven ability to build distribution through trusted partner ecosystems (e.g., government entities, institutional networks, employers, and community partners) while strategically deploying paid media and influencer channels (e.g., Meta, TikTok, Youtube, Search) to test, optimize, and scale participation.
• Ability to track conversion pathways from first touch to completed enrollment and translate performance data into actionable campaign pivots.
• You know how to make complex subjects (like finance or student loans) feel simple, accessible, and exciting to everyday consumers.
• Hands-on experience briefing, negotiating, and running performance-driven creator campaigns.
• Comfort navigating multi-stakeholder approval processes and working alongside partner or client teams.

Nice to have

• Fintech, consumer finance, or student loan experience, particularly navigating advertising guidelines in regulated consumer spaces.
• Prior agency or startup experience launching brand-new programs or products into new regional markets.
• Existing relationships with community organizations, higher education institutions, or public sector communications teams.

Engagement details and how to apply

• Type: Contract
• Hours: 15-25 hours per week (depending on phase of project roll out)
• Length: 3-6 month initial term, with the option to extend as more cities and states launch
• Location: Remote, United States. Occasional travel to partner launches and events.