B2C Marketing Lead

As a B2C Marketing Lead at Summer.fi, you design and execute breakthrough digital campaigns that drive resident enrollment in Summer's city and state programs. You own the strategy for each launch, from high-impact initial announcements through sustained digital enrollment campaigns, turning complex, free benefits into magnetic consumer campaigns that reach the millions of Americans burdened by student debt.

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 paid and organic social, search, creator partnerships, and non-traditional digital channels for diverse populations.
• Develop human-first messaging for distinct resident groups and deploy it across targeted channels.
• Translate secured partner and government channels into high-converting consumer creative, coordinating with internal leads to ensure partner review and alignment.
• Plan launch moments with partner communications teams, including announcement events, press outreach, and content from elected officials.
• Produce, draft, and iterate hands-on creative assets (copy, short-form video hooks, visual ad variants) to establish resident trust and test conversion hooks.
• Source and manage local creators and influencers who can speak credibly to residents, cultivating 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.
• Travel approximately 10% of the time as needed.

What you bring

• 5+ years of hands-on B2C/D2C growth marketing, digital acquisition, or campaign experience with a proven track record of driving large-scale consumer action or enrollment.
• A track record of creating 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, plus paid search on Google.
• Ability to track conversion pathways from first touch to completed enrollment and translate performance data into actionable campaign pivots.
• 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

• Digital acquisition experience in high-stakes civic, political campaign, open enrollment (ACA/Medicaid), or public benefit spaces where building immediate trust and driving high-volume action is critical, 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.

What we offer

• Salary of $130k-$180k plus equity and bonus (placement within the band depends on years of experience, technical mastery, and proven track record).
• Comprehensive benefits including 100% employee-covered medical, dental, and vision insurance.
• 401(k) plan with 3% match.
• Direct contributions toward your student loans.
• Up to 11 paid holidays plus flexible PTO.
• Paid leave for family, health, or personal needs.
• Annual in-person events including Summer Camp and Summer Wonderland.
• Remote work (U.S.-based) with two annual offsites and a collaborative office in NYC's Financial District.
• Full-time position.

About Summer.fi

Summer.fi is a Certified B Corp on a mission to restore financial freedom for the 46 million Americans burdened by student debt. By combining deep policy expertise with powerful technology, Summer simplifies college cost planning and loan repayment, helping people save an average of $278 per month. Backed by $30 million in funding from top investors including Rebalance Capital, SemperVirens, QED Investors, General Catalyst, and Flourish Ventures, Summer partners with leading employers, cities, and financial institutions including ADP, the City of New York, and Norton Healthcare.