B2C Marketing Lead

Summer; United States; Remote; USD 130,000 - 180,000; Full time

Benefits offered by this job

Equity grant

100% employee-covered medical, dental,

Vision insurance

401(k) plan with 3% match

Direct contributions toward studentloa

Up to 11 paid holidays + flexible PTO

Paid leave for family, health, or个人需要

Annual in-person events

Job summary

Summer is hiring a B2C Marketing Lead to design and execute breakthrough digital campaigns that drive enrollment in Summer's city and state programs. You will own the strategy for launches—from announcements to sustained campaigns—testing channels, crafting messaging, and optimizing for conversions.

You will partner with internal teams and government communications staff to turn complex benefits into accessible consumer campaigns.

Qualifications

• 5+ years of hands-on B2C growth marketing or digital campaigns.
• Experience planning and managing paid social budgets on Meta, TikTok, YouTube, LinkedIn, and Google Ads.
• Ability to track conversion pathways from first touch to enrollment and translate performance data into campaign pivots.
• Ability to make complex topics (like finance or student loans) approachable for everyday consumers.
• Experience briefing, negotiating, and running performance-driven creator campaigns.
• Comfort navigating multi-stakeholder approvals with partner or client teams.

Responsibilities

• Build go-to-market plans for city/state launches including audience segments, channels, budget, timeline, and enrollment targets.
• Concept, launch, and optimize multi-channel campaigns (paid/organic social, search, creator partnerships) across diverse populations.
• Develop human-first messaging for distinct resident groups for deployment in targeted channels.
• Translate partner/government channel assets into high-converting consumer creative with partner review and alignment.
• Plan launch moments with partner communications teams including events and press outreach.
• Produce and iterate hands-on creative assets to establish trust and test conversion hooks.
• Source and manage local creators and spokespeople for marketing initiatives.
• Set up tracking and reporting tying spend to enrollments by channel and geography.
• Run public claims through compliance review to ensure accuracy.

Skills

Growth marketing

Digital acquisition

Campaign management

Paid social marketing

Data-driven decisions

Tools

Meta Ads

TikTok Ads

YouTube Ads

Google Ads

LinkedIn Ads

Job description

Summer is a Certified B Corp® on a mission to restore financial freedom for the 46 million Americans burdened by student debt. We combine deep policy expertise with powerful technology to simplify every step of college cost planning and loan repayment. We have helped people save an average of $278 per month and more than $1.8 billion in total savings to date.

By partnering with leading employers, cities, and financial institutions, including ADP, the City of New York, Banc of California, Norton Healthcare, and the American Federation of Teachers, Summer helps millions of Americans move closer to a debt-free future.

Backed by $30 million in funding from top investors including Rebalance Capital, SemperVirens, QED Investors, General Catalyst, and Flourish Ventures, we’re building the infrastructure that powers student loan relief and education affordability in America.

Your Role

We 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 Details

Compensation: $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

Summer 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!

Why Join Summer

Summer is on a mission to help borrowers navigate and eliminate student debt. We partner with financial institutions, employers, and government agencies to provide digital tools that simplify the loan experience for millions of borrowers.

We’re a mission-driven team that believes in solving real problems with real empathy. We care deeply about our users and each other. If you’re excited about building technology that changes lives, we’d love to meet you.

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!

Summer provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination or harassment of any kind. This policy applies to all employment terms and conditions, including recruiting, hiring, promotion, termination, compensation, and training.