B2B2C Marketing Lead (Contract)

Summer; Oregon; Hybrid; USD 83,000 - 138,000; Part time

Job summary

Summer is hiring a contract B2B2C Marketing Lead to design and execute resource-efficient, high-converting digital campaigns that drive resident enrollment in Summer's city and state programs. You will own the strategy for launches, test channels, and ensure end-to-end credibility with government partners, while optimizing for conversions.

You will collaborate with internal teams and government communications staff, focusing on data-informed decisions and scalable outreach across paid and

Qualifications

• 6+ years of growth, digital, or B2B2C/B2C marketing experience with a track record of high-volume participation in government-sponsored benefits or similar trust-sensitive services.
• Resourceful marketer with experience testing non-traditional formats and engaging diverse audiences.
• Proven ability to build distribution through partner ecosystems while deploying paid media and influencer channels to test, optimize, and scale participation.
• Ability to track conversion paths from first touch to enrollment and translate performance data into actionable pivots.
• Ability to explain complex topics clearly to everyday consumers.

Responsibilities

• Build go-to-market plans for each city or state launch, including audience segments, channel mix, budget, timeline, and enrollment targets.
• Concept, launch, and optimize high-converting multi-channel campaigns across paid/organic social, search, creators, and non-traditional channels.
• Develop human-centered messaging for distinct resident groups across targeted channels.
• Design co-branded campaigns with government partners and manage review/approval processes.
• Plan launch moments with communications teams, including events, press outreach, and elected official content.
• Source local creators and influencers and cultivate spokespeople from users and partners for marketing purposes.
• Set up tracking and reporting tying spend to enrollments by channel, message, and geography; share results with Summer leadership and partners.
• Ensure all public claims pass compliance reviews and avoid misrepresenting results.

Skills

Growth marketing

Digital marketing

B2B2C/B2C marketing

Government/trust-sensitive programs

Channel testing

Tools

Meta

TikTok

YouTube

Search

Job description

About the role

We are hiring a contract B2B2C Marketing Lead to design and execute resource-efficient, high-converting digital campaigns that drive measurable resident enrollment in Summer's city and state programs.We are seeking a resourceful, data-informed marketer whose primary mission is to turn complex, free benefits into clear digital campaigns that drive active resident sign-ups and usage. You will own the strategy for each launch, from initial announcements through sustained digital enrollment campaigns. You will test new channels and establish end-to-end campaign credibility—leveraging official government co-branding, clear privacy assurances, verified referral paths, and credible local messengers—while continuously optimizing for completed conversions. While you will collaborate closely with Summer's internal teams and our government partners' communications staff, your primary focus is driving measurable resident participation in these critical programs.

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.
• Design co-branded campaigns with government partners and manage their review and approval process.
• Plan launch moments with our 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. 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.

What we're looking for

• 6+ years of growth, digital, or B2B2C/B2C marketing experience with a proven track record of driving high-volume participation in a government sponsored benefit program or similarly complex, trust-sensitive service. Adjacent experience such as health plan facilitated benefits, financial assistance, or nonprofit services is highly relevant.
• A track record of resourceful campaign concepts, testing non-traditional formats, and finding innovative ways to engage audiences.
• Proven ability to build distribution through trusted partner ecosystems (e.g., government entities, institutional networks, employers, and community partners) while strategically deploying paid media and influencer channels (e.g., Meta, TikTok, Youtube, Search) to test, optimize, and scale participation.
• 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

• 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.

Engagement details and how to apply

• Type: Contract
• Hours: 15-25 hours per week (depending on phase of project roll out)
• Length: 3-6 month initial term, with the option to extend as more cities and states launch
• Location: Remote, United States. Occasional travel to partner launches and events.