Segment Marketing Manager, Gen Z & Digital
$95,000–$110,000 year
HybridToronto, Ontario, Canada
Job Summary
Lead Money Mart's digital Gen Z segment marketing by developing end-to-end strategies that drive customer acquisition, engagement, and retention across TikTok, Instagram, Snapchat, and mobile channels. Own audience insights, messaging frameworks, and campaign briefs while serving as the internal SME on Gen Z culture, trends, and financial behaviors to advise cross-functional teams. Translate business objectives into authentic, trend-led content and creator partnerships, continuously iterating on messaging based on performance data and cultural signals. Collaborate with agencies and performance teams to optimize segmented communication flows and track KPIs for younger users.
Required Qualifications
- 5+ years of marketing experience
- strong focus on Gen Z or youth audience strategy
- Proven track record developing and executing campaigns on TikTok, Instagram, and Snapchat — both organic and paid
- Hands-on experience with mobile push notifications and in-app messaging, including segmentation, A/B testing, and lifecycle marketing
- Deep understanding of Gen Z consumer psychology, financial attitudes, and digital-first behaviours
- Strong copywriting and messaging skills
- Experience working with or briefing creative teams, content creators, and influencer partners
- Bachelor's degree in Communications
- Bachelor's degree in Marketing
- Bachelor's degree in Public Relations
- Bachelor's degree in Journalism
Desired Qualifications
- Experience in financial services, fintech, or a regulated industry
- Familiarity with Quebec/French-language market considerations
- Background in community management or social listening
- Experience with short-form video production or creator-led content
- Master's degree in Communications
- Master's degree in Business
- Master's degree in a related field
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