Segment Marketing Manager, Gen Z & Digital

Momentum Financial Services Group • $95K — $110K *

Toronto, ON M3C 0E3In-Person

Finance & Insurance

5 - 7 years of experience

Today

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Job Overview by Ladders

Qualifications

5+ years of marketing experience focusing on Gen Z strategies
Proven track record with TikTok, Instagram, and Snapchat for campaigns
Hands-on experience in mobile push notifications and in-app messaging
Deep understanding of Gen Z consumer psychology and digital behaviours
Strong copywriting skills for varied formats—social media to strategic briefs
Experience collaborating with creative teams and influencer partners

Responsibilities

Own the Gen Z marketing strategy, from insights to campaign execution
Develop value propositions for Money Mart's services targeting younger consumers
Serve as the subject matter expert on Gen Z culture and financial behaviors
Translate business objectives into impactful campaign strategies for Gen Z
Lead the creation of tailored messaging and content guidelines for Gen Z audiences
Own channel strategies for social platforms, focusing on organic and paid campaigns
Collaborate with performance teams to optimize campaigns and track performance metrics

Benefits

Opportunity to shape Money Mart's presence among Gen Z consumers
Access to a creative and collaborative work environment
Potential involvement in community-driven storytelling initiatives
Possibility for continued learning and growth within marketing strategies
Flexibility to iterate on strategies based on real-time feedback and data

Full Job Description

The Job Lead Money Mart's digital Gen Z segment-specific marketing efforts by developing and executing targeted strategies that drive customer acquisition, engagement and retention across key consumer segments. This role is responsible for translating brand and business objectives into relevant, insight-driven marketing programs that resonate with priority audiences. Working closely with cross-functional teams and agency partners, the Segment Marketing Specialist will lead the planning, execution and performance of segment-focused campaigns and initiatives while helping evolve Money Mart's understanding of its customers and how to best reach
What You'll Do

Own the Gen Z segment marketing strategy end-to-end - from audience insights and segmentation to messaging frameworks and campaign briefs
Develop and maintain Gen Z-specific value propositions that position Money Mart's products and services as relevant, accessible, and trustworthy to younger consumers
Serve as the internal SME on Gen Z culture, trends, financial behaviours, and digital habits - educating and advising cross-functional teams including Product, Brand, and Customer Experience
Translate business objectives into audience-first campaign strategies that resonate with a generation that values authenticity, transparency, and speed

Messaging & Creative Direction

Lead the development of Gen Z-tailored messaging hierarchies, tone of voice guidelines, and content frameworks
Partner with creative teams and agencies to brief, review, and approve content that feels native to each platform - not repurposed from traditional channels
Champion culturally relevant storytelling, including trend-led content, creator partnerships, and community-driven narratives
Continuously test and iterate on messaging based on performance data, audience feedback, and cultural signals

Channel Marketing - Social & Mobile

Own channel strategy and execution across TikTok, Instagram, Snapchat and other like platforms, including organic and paid activations
Define platform-specific content strategies that align with each channel's unique format, algorithm, and audience behaviour
Lead mobile app messaging and push notification strategy - developing segmented, personalized, and behaviour-triggered communication flows that drive engagement and conversion among younger users
Stay ahead of platform updates, emerging features (e.g., TikTok Shop, Instagram Reels, Snapchat AR lenses), and best practices to keep Money Mart's presence fresh and competitive
Collaborate with performance marketing and analytics teams to track KPIs, optimize campaigns, and report on Gen Z segment performance

How You Will Make an Impact

Mindset & Attributes

Culturally curious and trend-aware - you're chronically online in the best way
Data-informed but instinct-driven; you balance performance metrics with creative intuition
Collaborative and influential - you can bring stakeholders along on a Gen Z strategy without a 40-slide deck
Comfortable with ambiguity and fast-moving environments; you iterate quickly and learn faster
Passionate about financial inclusion and making financial services more accessible to younger Canadians

Nice to Have

Experience in financial services, fintech, or a regulated industry
Familiarity with Quebec/French-language market considerations
Background in community management or social listening
Experience with short-form video production or creator-led content

What You Bring

Experience & Skills

5+ years of marketing experience, with a strong focus on Gen Z or youth audience strategy
Proven track record developing and executing campaigns on TikTok, Instagram, and Snapchat - both organic and paid
Hands-on experience with mobile push notifications and in-app messaging, including segmentation, A/B testing, and lifecycle marketing
Deep understanding of Gen Z consumer psychology, financial attitudes, and digital-first behaviours
Strong copywriting and messaging skills - you can write a TikTok hook and a strategic brief with equal confidence
Experience working with or briefing creative teams, content creators, and influencer partners

Education (Required)

Bachelor's degree in one of the following fields (or a closely related discipline):

Communications
Marketing
Public Relations
Journalism
(Desired) Master's degree in Communications, Business, or a related field

Please note: The salary range for this position is between C$ 95000 to C$ 110000

About Momentum Financial Services Group

Momentum Financial Services Group Careers

There has never been a better time to join the global team at Momentum Financial Services Group—the leading force in innovative financial solutions.

Work You’ll Do

Join Momentum Financial Services Group's market-leading team to assist some of the most prestigious companies in mastering their financial strategies and operations. Transform financial management and industry standards with the brightest minds at Momentum Financial Services Group. This is where technology, industry expertise, and digital innovation converge. Lead from a unique position in the marketplace, harnessing the power of technology to drive financial innovation and leadership. Work with a global team of business and financial advisors to help clients navigate through complex financial landscapes. Collaborate with a dedicated group of professionals, fostering an environment where innovation and leadership thrive.

Introducing the Momentum Financial Services Group Professional Pathways

The team is building a market-leading pathway to help professionals master their career growth with comprehensive training and development opportunities.

Do Innovative Work

Be part of the largest group of financial experts, where professional growth and innovation meet at the intersection of technology and financial services.

Drive Innovative Solutions

Deliver targeted financial solutions through a depth and breadth of consulting experience and innovation that’s second to none.

Be Part of a Great Team

Engage with a wide-ranging technology stack and harness the capabilities of a team known for its global scale and solution development.

Future-Proof Your Career

Advance your career with limitless opportunities supported by unmatched training, development, and certification support.

Explore

Discover how Momentum Financial Services Group leads clients like Global Retail Corp towards transformative financial management solutions, enabling predictive analytics and data-driven decision-making.

The Momentum Financial Services Group Difference

The combined service capabilities, global scale, and joint solution development help clients overcome challenges and lead transformation in their industries. Clients worldwide turn to Momentum Financial Services Group for new strategies and solutions to drive innovation and growth.

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Size

1,001 employees

Industry