OVERVIEWYear Up United is seeking a Director of B2C Marketing to join the National Marketing team and lead the marketing strategy and activities for Participant Enrollment, driving lead generation and engagement among prospective participants, and to support the Alumni Relations team in engaging alumni. The Director will report to the Deputy Director, Marketing and Strategic Communications, and will lead the integrated marketing strategy and creative development across the funnel to support and optimize enrollment efforts and increase engagement with target audiences.
This role sets and stewards B2C marketing strategy, oversees content and creative execution, manages advertising and digital experience partnerships, and ensures delivery of high-impact, insight-driven campaigns aligned with organizational priorities. The Director partners closely with the Strategic Communications team to ensure all participant- and alumni-facing marketing reflects the enterprise narrative, uses consistent messaging, and reinforces Year Up United's unique point of view.
To be successful in this role, you'll characterize yourself as a self-starter with strong relationship-building and problem-solving skills, and an essential enthusiasm for delivering high-impact solutions with measurable results. You have experience leading and motivating marketing experts, whether through direct reports or in a matrixed structure. You are fluent in digital and social tools (from content management to social platforms) and are up to date on the latest industry trends. You have a sharp eye for compelling design, keen writing and communication skills, and an analytical mindset. You pride yourself on your strategic thinking and project management skills, leveraging your ability to manage up, down, and across to move projects forward and get things done. You are comfortable working in a fast-paced environment and managing projects involving multiple stakeholders. Strong candidates will also bring a passion for meaningful work and social justice and will be excited and prepared to engage with Year Up United's mission and constituents.
As is expected of all Year Up United employees, the Director of B2C Marketing will interact with participants as a coach, mentor, group facilitator, and advocate, helping build a positive educational environment.
KEY RESPONSIBILITIESStrategic Leadership and Enterprise Alignment- Develop and lead the B2C marketing strategy for Participant Enrollment in support of the Enrollment team, and in support of the Alumni Relations team, ensuring alignment with Year Up United's organizational priorities and long-term goals.
- Build annual and quarterly roadmaps across participant recruitment, enrollment, and alumni engagement.
- Ensure all strategies reflect organizational research, insights, and Year Up United's differentiated point of view drawn from thought leadership, program data, and field intelligence.
- Translate organizational priorities into clear, actionable marketing plans with measurable outcomes.
Enrollment and Alumni Marketing Leadership- Lead the integrated marketing strategy and creative development across the enrollment funnel for prospective participants, with the goal of driving qualified lead generation and an optimized user journey through the enrollment pipeline.
- Lead the creation, execution, and optimization of marketing channels and mediums including, but not limited to: email, SMS, social, web, print, video, and content, in collaboration with internal marketing functions, external agencies, and any team members added to B2C.
- Lead marketing support for the Alumni Relations team, with the goal of engaging alumni to act as advocates for the organization and to leverage services provided to progress through their careers.
- Own the B2C side of the Year Up United stories program, highlighting participants, alumni, staff, corporate champions, and others who have had an impact across the organization, and tailor content to ensure it engages B2C audiences (prospective participants, alumni, etc.). Coordinate with the Director of B2B Marketing so stories and story assets are shared across B2B and B2C audiences.
- Define shared funnel goals and metrics with Enrollment leadership, such as lead volume, application conversion, and cost per enrollment.
Cross-Functional Partnership and Client Leadership- Serve as the primary marketing partner for Enrollment, Alumni Relations, and related program teams.
- Ensure strong intake, prioritization, and consultation processes that provide transparent, strategic support for stakeholders.
- Build trust with internal clients by delivering proactive, data-driven recommendations and ensuring strategic alignment across all channels.
Strategic Communications Collaboration- Partner deeply with the Strategic Communications team to ensure the enterprise narrative and messaging appear consistently across all participant and alumni touchpoints.
- Infuse key organizational insights, research findings, and Year Up United's unique point of view into all B2C marketing campaigns.
- Align on rapid response messaging, organizational positioning, and reputational considerations.
- Support the LinkedIn editorial strategy: Strategic Communications owns the channel, and B2C marketing contributes content, insights, and publishing recommendations for alumni-facing content.
Content, Creative, and Channel Oversight- Serve as final approver of all B2C stakeholder-facing marketing content, including campaign materials, email and SMS journeys, digital and social content, landing pages and website updates, and collateral and toolkits.
- Ensure content accuracy, alignment to the enterprise narrative, and clarity of audience segmentation.
- Lead creative prioritization and oversee brand consistency across assets.
Advertising, Digital Experience, and Agency Management- Own relationships with external agencies for enrollment advertising, including leading regular meetings, monitoring agency performance, and liaising between the agency and partner marketing teams.
- Own SEO and landing page optimization for B2C business lines (Participant Enrollment and Alumni Relations).
- Ensure digital experience improvements are guided by stakeholder needs and grounded in strategic priorities.
- Oversee performance measurement of enrollment advertising campaigns and digital enhancements.
Leadership and Operations- Ensure strong operational mechanisms for intake, prioritization, workflow, routing, and approvals.
- Build a culture of strategic thinking, collaboration, data literacy, and creative excellence.
- If direct reports or team members are added, provide direction, coaching, and performance management, and ensure clear ownership and appropriate workload balance.
- Collaborate with the Director of B2B Marketing to keep participant and employer messaging aligned and to coordinate shared resources such as design, video, web, and advertising.
- Manage the B2C marketing budget and agency spend.
Measurement, Insight, and Optimization- Oversee B2C marketing reporting, including campaign performance, digital analytics, email engagement, and advertising ROI.
- Ensure insights from Enrollment, Alumni Relations, Research and Evaluation, and Strategic Communications are used to refine messaging and improve outcomes.
- Work cross-functionally to build insight-to-action loops that strengthen marketing strategy over time.
- Serve as a thought partner to the Marketing leadership team.
Participant Coaching- Act as a learning community member by participating and engaging with Year Up United participants.
- Serve as a coach and mentor for a small number of current participants.
- Join, and sometimes facilitate, weekly group sessions with participants.
Additional Duties- Other duties as assigned.
QUALIFICATIONS- 8 to 12+ years of progressive leadership in marketing, including significant B2C, enrollment, or consumer marketing leadership.
- Proven success managing multi-channel campaigns and diverse stakeholder groups.
- Demonstrated track record of moving from idea to execution and measurement of key initiatives.
- Strong decision-making, communication, collaboration, and leadership abilities.
- Experience leading and motivating others, including in a matrixed structure.
- Experience managing agencies and directing creative resources required.
- Direct experience and oversight of marketing channels, including email, SMS, social, web, print, video, and content marketing.
- Excellent presentation and communications skills, including an ability to engage with senior leaders and to shift communication styles to target a variety of stakeholders.
- Experience leading social media for a business; proficiency and understanding a plus across Instagram, Facebook, LinkedIn, TikTok, YouTube, and Snapchat.
- Experience working with marketing technology and CRM systems, Salesforce preferred.
- Experience with funnel-based lead generation, marketing automation, and recruitment or enrollment marketing preferred.
- Experience in a nonprofit, education, or workforce development setting preferred.
- A passion for working with young adults, an unshakable belief in their potential, and a strong commitment to Year Up United's mission, including an understanding of the Opportunity Divide and its drivers, and a commitment to diversity, equity, and inclusion.
Salary Range: $130,000 - $155,000
#LI-HybridWORKING AT YEAR UP UNITED:Starting January 5, 2026, employees are expected to work on-site at least two days per week (Monday through Thursday dependent on job requirements). To be eligible for employment, candidates must live and work in a state (or an approved proximate state*) where Year Up United operates. For a list of eligible locations, please visit: https://www.yearup.org/job-training/locations
*Approved proximate states where Year Up United operates are: Connecticut, Indiana, New Hampshire, New Jersey, South Carolina and Virginia.
COMPENSATION & BENEFITS:- Year Up United has established salary ranges for each of our sites, which allows us to pay employees competitively, equitably and consistently in different geographic markets. For roles in which the location is listed as flexible, the range displayed reflects the minimum and maximum target for new hire salaries for the position across all US locations. Salary offers take into account a candidate's skills, experience, and location. Your recruiter can share more about the specific salary range for your location during the hiring process.
- Benefits: Comprehensive healthcare options and dental coverage; 401(k) match for eligible participants.
- Vacation: Earn three weeks paid vacation in first year of employment; four weeks after initial year.
** This is an exempt role (paid on a salaried basis). **
