Director of B2C Marketing

OVERVIEWYear Up United is seeking a Director of B2C Marketing to join the National Marketing team and lead the marketing strategy and activities for Participant Enrollment, driving lead generation and engagement among prospective participants, and to support the Alumni Relations team in engaging alumni. The Director will report to the Deputy Director, Marketing and Strategic Communications, and will lead the integrated marketing strategy and creative development across the funnel to support and optimize enrollment efforts and increase engagement with target audiences.
This role sets and stewards B2C marketing strategy, oversees content and creative execution, manages advertising and digital experience partnerships, and ensures delivery of high-impact, insight-driven campaigns aligned with organizational priorities. The Director partners closely with the Strategic Communications team to ensure all participant
- and alumni-facing marketing reflects the enterprise narrative, uses consistent messaging, and reinforces Year Up United’s unique point of view.
To be successful in this role, you’ll characterize yourself as a self-starter with strong relationship-building and problem-solving skills, and an essential enthusiasm for delivering high-impact solutions with measurable results. You have experience leading and motivating marketing experts, whether through direct reports or in a matrixed structure. You are fluent in digital and social tools (from content management to social platforms) and are up to date on the latest industry trends. You have a sharp eye for compelling design, keen writing and communication skills, and an analytical mindset. You pride yourself on your strategic thinking and project management skills, leveraging your ability to manage up, down, and across to move projects forward and get things done. You are comfortable working in a fast-paced environment and managing projects involving multiple stakeholders. Strong candidates will also bring a passion for meaningful work and social justice and will be excited and prepared to engage with Year Up United’s mission and constituents.
As is expected of all Year Up United employees, the Director of B2C Marketing will interact with participants as a coach, mentor, group facilitator, and advocate, helping build a positive educational environment.

KEY RESPONSIBILITIES
Strategic Leadership and Enterprise AlignmentDevelop and lead the B2C marketing strategy for Participant Enrollment in support of the Enrollment team, and in support of the Alumni Relations team, ensuring alignment with Year Up United’s organizational priorities and long-term goals.
Build annual and quarterly roadmaps across participant recruitment, enrollment, and alumni engagement.
Ensure all strategies reflect organizational research, insights, and Year Up United’s differentiated point of view drawn from thought leadership, program data, and field intelligence.
Translate organizational priorities into clear, actionable marketing plans with measurable outcomes.
Enrollment and Alumni Marketing LeadershipLead the integrated marketing strategy and creative development across the enrollment funnel for prospective participants, with the goal of driving qualified lead generation and an optimized user journey through the enrollment pipeline.
Lead the creation, execution, and optimization of marketing channels and mediums including, but not limited to: email, SMS, social, web, print, video, and content, in collaboration with internal marketing functions, external agencies, and any team members added to B2C.
Lead marketing support for the Alumni Relations team, with the goal of engaging alumni to act as advocates for the organization and to leverage services provided to progress through their careers.
Own the B2C side of the Year Up United stories program, highlighting participants, alumni, staff, corporate champions, and others who have had an impact across the organization, and tailor content to ensure it engages B2C audiences (prospective participants, alumni, etc.). Coordinate with the Director of B2B Marketing so stories and story assets are shared across B2B and B2C audiences.
Define shared funnel goals and metrics with Enrollment leadership, such as lead volume, application conversion, and cost per enrollment.
Cross-Functional Partnership and Client LeadershipServe as the primary marketing partner for Enrollment, Alumni Relations, and related program teams.
Ensure strong intake, prioritization, and consultation processes that provide transparent, strategic support for stakeholders.
Build trust with internal clients by delivering proactive, data-driven recommendations and ensuring strategic alignment across all channels.
Strategic Communications CollaborationPartner deeply with the Strategic Communications team to ensure the enterprise narrative and messaging appear consistently across all participant and alumni touchpoints.
Infuse key organizational insights, research findings, and Year Up United’s uniqu