Your RoleWe are hiring a
B2C Marketing Lead to design and execute breakthrough digital campaigns that drive resident enrollment in Summer's city and state programs.
You are a deeply creative, data-informed marketer with a knack for thinking outside the box and bringing complex consumer programs to life. You will own the strategy for each launch-from high-impact initial announcements through sustained digital enrollment campaigns. You will test new channels, invent compelling messaging frameworks that build immediate trust, and continuously optimize for completed conversions. While you will collaborate closely with Summer's internal teams and our government partners' communications staff, your primary mission is to turn complex, free benefits into magnetic digital consumer campaigns.
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.
- 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 our partner's communications team, 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 quickly establish resident trust and test conversion hooks.
- 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.
- May require travel approximately 10% of the time.
You Might Be a Fit If You Have- 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 "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, 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.
- 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- 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 (e.g., state health exchanges, 529 savings plans, public health/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.
The DetailsCompensation: $130-180k (this range reflects the role across several experience levels, placement within the band will depend on a number of factors including years of experience, technical mastery, as well as proven track record in this field) + equity + bonus + comprehensive benefits (for FTE roles only)
Work Setup: Remote (U.S.)
Status: Full-time
Work EnvironmentSummer is a remote-first company with team members across the U.S. While we work asynchronously and meet virtually each week, we stay connected through two annual off sites and a collaborative office in NYC's Financial District!
How We Support You- Equity grant to share in Summer's success
- 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 + flexible PTO
- Paid leave for family, health, or personal needs
- Annual in-person events including Summer Camp and Summer Wonderland
- And more!
