B2B2C Marketing Lead (Contract)

As a B2B2C Marketing Lead at Summer.fi, you design and execute digital campaigns that drive resident enrollment in Summer's city and state programs. This is a contract role (15 hours maximum per week) where you own the strategy for each launch, from initial announcements through sustained enrollment campaigns. You are a creative, data-informed marketer who can translate complex, free benefits into compelling consumer campaigns and work collaboratively with Summer's internal teams and government partners.

What you'll do

• Build a go-to-market plan for each city or state launch, including audience segments, channel mix (organic social, paid social, paid search), budget, timeline, and enrollment targets.
• Concept, launch, and optimize high-converting multi-channel campaigns across diverse populations, including paid and organic social, search, creator partnerships, and non-traditional digital channels.
• Develop human-first messaging for distinct resident groups and deploy it across targeted channels.
• Design co-branded campaigns with government partners and manage their review and approval process.
• Plan launch moments with the 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, and cultivate spokespeople from 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 to ensure nothing reads as financial advice or overstates results.

What you bring

• 6+ years of growth, digital, or B2B2C/B2C marketing experience with a proven track record of driving high-volume consumer action or enrollment through paid and organic channels.
• A track record of 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, and YouTube, plus paid search on Google.
• Ability to track conversion pathways from first touch to completed enrollment and translate performance data into actionable campaign pivots.
• Proven skill in making 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

• Experience in public benefit, civic tech, or government-sponsored programs such as state health exchanges, 529 savings plans, or public health and education initiatives.
• 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.

What we offer

• Contract engagement for 15 hours maximum per week
• 8-month initial term with the option to extend as more cities and states launch
• Remote position based in the United States, with occasional travel to partner launches and events