B2C Marketing Lead

Responsibilities

• 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.

Requirements

• 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.

Preferred

• 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.

Benefits

• 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!