Responsibilities

• Develop and execute paid media campaigns (digital, social, out-of-home) targeted at residents to drive awareness and usage of deployed solutions
• Design and manage owned channel strategies (email, SMS, in-app messaging) across the resident lifecycle—from onboarding through sustained engagement
• Create localized campaigns tailored to specific markets, demographics, and solution types (e.g., DMV kiosks, online payments, permits)
• Partner with creative resources to develop compelling messaging and content that resonates with diverse citizen audiences
• Build scalable marketing toolkits, playbooks, and co-branded templates that government clients can deploy locally to promote adoption
• Develop best practice guides and training resources to help government partners run effective citizen outreach
• Partner with Customer Success to identify high-priority accounts and develop tailored adoption strategies
• Advise government clients on local marketing tactics, from launch campaigns to ongoing engagement programs
• Define, track, and report on adoption KPIs including enrollment rates, transaction volume, active usage, and campaign ROI
• Use data and insights to continuously optimize campaigns and identify opportunities to improve resident engagement

Requirements

• 7+ years of experience in growth marketing, consumer marketing, lifecycle marketing, or demand generation
• Demonstrated success driving user adoption, engagement, or transaction volume in a B2B2C, B2G2C, or similar multi-stakeholder environment
• Deep experience with paid media strategy and execution across digital channels (search, social, display, programmatic)
• Strong command of owned channel marketing (email, SMS, push notifications, in-app messaging)
• Proven ability to translate data into actionable insights and optimize campaigns based on performance metrics
• Experience building marketing enablement materials (playbooks, toolkits, templates) for partners or customers
• Excellent cross-functional collaboration skills with ability to influence without direct authority
• Strong written and verbal communication skills
• Bachelor's degree in Marketing, Communications, Business, or related field
• - Ability to move the needle on citizen adoption and engagement, including: - Transaction volume growth across deployed solutions - Resident enrollment and registration rates - Active user rates and repeat usage - Campaign performance (CTR, conversion rates, cost per acquisition) - Client satisfaction with adoption marketing support and enablement

Preferred

• Experience in govtech, public sector, or civic tech
• Background in fintech, payments, or transaction-driven business models
• Experience marketing to diverse or underserved populations
• Familiarity with HubSpot marketing automation platform (preferred) or comparable
• Experience working with or managing external agencies
• Track record of building a function or team from the ground up