Job Description:
The Senior Manager, B2C Marketing will play a pivotal role in developing and executing strategies to engage university students and Gen Z/YOUNG audiences with the Tax-Exempt Market (TEM). This role will focus on grassroots college marketing strategies, driving awareness and engagement, and adoption of key offerings among students through digital, experiential, and on campus initiatives. Additionally, the role will support the Director of B2C Marketing in developing Gen Z/YOUNG specific messaging at scale to effectively connect with TEM participants in a way that resonates with their values, behaviors, and digital habits.
Key Responsibilities:
- Develop and Implement B2C marketing strategies tailored to university students and Gen-Z/YOUNG, ensuring alignment with the broader TEM business objectives.
- Lead grassroots college marketing initiatives with product area Squad Lead, including on-campus activations, student ambassador programs, partnerships with university organizations, and digital engagement strategies.
- Support the Director of B2C Marketing in crafting and scaling Gen Z/YOUNG specific messaging that improves engagement with TEM participants across digital and traditional marketing channels.
- Create compelling campaigns that resonate with Gen Z using a multi-channel approach.
- Partner with university stakeholders, student groups, and campus organizations to enhance brand presence and engagement.
- Use data and insights to continuously optimize messaging, channels, and engagement tactics.
- Work closely with cross-functional teams, including product, sales, and analytics, to align marketing strategies with business objectives.
- Stay ahead of Gen Z trends, digital behaviors, and emerging platforms to inform innovative marketing approaches.
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Qualifications:
- Bachelor's degree or higher, 8+ years of B2C marketing experience, preferably with a strong focus on youth, university, or Gen Z engagement.
- Proven success in grassroots marketing, student ambassador programs, or on-campus engagement strategies.
- Experience in developing and scaling participant messages that resonates across multiple marketing channels.
- Effective communication and relationship building skills to engage with both students and university stakeholders.
- Ability to translate data and insights into impactful marketing strategies.
- Demonstrates ownership and accountability by driving project to completion, taking responsibility for outcomes, and ensuring high quality results.
The Team
The Senior Marketing Manager is part of the Analytics, Marketing & Communications team within Fidelity's Tax-Exempt Market business unit where we serve nonprofit employers and their employees. These organizations are passionate and strive to provide their employees, who frequently serve others, with benefits programs that support their evolving needs. The Marketing team develops strategic programs that enhances engagement and mission awareness. We serve both our clients and their employees by providing insights, tools, and programs that drive impact and support organizational growth.
Note: Fidelity will not provide immigration sponsorship for this position
Certifications:
Category:
Marketing
Fidelity's hybrid working model blends the best of both onsite and offsite work experiences. Working onsite is important for our business strategy and our culture. We also value the benefits that working offsite offers associates. Most hybrid roles require associates to work onsite every other week (all business days, M-F) in a Fidelity office.