B2B2C Marketing Lead (Contract)

About the role

We are hiring a contract B2B2C Marketing Lead (15 hours max per week) 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.


• 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 consumer action or enrollment through paid and organic channels.


• 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, 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

• Experience in public benefit, civic tech, or government-sponsored programs (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.


• Existing relationships with community organizations, higher education institutions, or public sector communications teams.

Engagement details and how to apply

• Type: Contract


• Length: 8-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.