B2C Marketing Lead

Who We Are

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 bri