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About the Role

Lead Money Mart's digital Gen Z segment-specific marketing efforts by developing and executing targeted strategies that drive customer acquisition, engagement, and retention. This role translates brand and business objectives into relevant, insight-driven marketing programs for priority audiences, working with cross-functional teams and agency partners to plan, execute, and measure segment-focused campaigns.

Responsibilities

Own the Gen Z segment marketing strategy end-to-end, including audience insights, segmentation, messaging frameworks, and campaign briefs.
Develop and maintain Gen Z-specific value propositions positioning Money Mart's products and services as relevant, accessible, and trustworthy.
Serve as the internal SME on Gen Z culture, trends, financial behaviors, and digital habits, advising cross-functional teams.
Translate business objectives into audience-first campaign strategies that resonate with a generation valuing authenticity, transparency, and speed.
Lead the development of Gen Z-tailored messaging hierarchies, tone of voice guidelines, and content frameworks.
Partner with creative teams and agencies to brief, review, and approve content native to each platform.
Champion culturally relevant storytelling, including trend-led content, creator partnerships, and community-driven narratives.
Continuously test and iterate on messaging based on performance data, audience feedback, and cultural signals.
Own channel strategy and execution across TikTok, Instagram, Snapchat, and similar platforms, including organic and paid activations.
Define platform-specific content strategies aligning with each channel's unique format, algorithm, and audience behavior.
Lead mobile app messaging and push notification strategy, developing segmented, personalized, and behavior-triggered communication flows.
Stay ahead of platform updates, emerging features, and best practices to maintain a fresh and competitive presence.
Collaborate with performance marketing and analytics teams to track KPIs, optimize campaigns, and report on Gen Z segment performance.

Requirements

5+ years of marketing experience, with a strong focus on Gen Z or youth audience strategy.
Proven track record developing and executing campaigns on TikTok, Instagram, and Snapchat (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 behaviors.
Strong copywriting and messaging skills.
Experience working with or briefing creative teams, content creators, and influencer partners.
Experience in financial services, fintech, or a regulated industry (Nice to Have).
Familiarity with Quebec/French-language market considerations (Nice to Have).
Background in community management or social listening (Nice to Have).
Experience with short-form video production or creator-led content (Nice to Have).

Skills

Gen Z marketing strategy
Customer acquisition
Customer engagement
Customer retention
Marketing campaign execution
Messaging frameworks
Content strategy
Social media marketing (TikTok, Instagram, Snapchat)
Paid social advertising
Mobile app messaging
Push notifications
A/B testing
Lifecycle marketing
Copywriting
Creative direction
Influencer marketing
Performance marketing
Data analysis

Location

Hybrid

Work Type

Hybrid

Experience Level

5+ years of marketing experience

Education Level

Bachelor’s degree in Communications, Marketing, Public Relations, or Journalism
Master’s degree in Communications, Business, or a related field (Desired)

Salary/Compensations

C$ 95000 to C$ 110000

Benefits

Discretionary annual bonus
Health and dental plans with 100% of premiums covered
Employee Assistance Program
Retirement savings options
Reimbursement for tuition assistance and professional development
Discounts through Perkopolis
Rewards and recognition programs

About the Company

Momentum Financial Services Group (MFSG) helps people move forward by reimagining how money works for those who need it most.
MFSG is the team behind Money Mart, Canada’s largest non-bank branch network and a leader in financial solutions for underserved communities.
MFSG powers products, technology, and operations for short-term loans, money transfers, and prepaid cards, connecting over a million customers annually to the money they need.
MFSG fosters collaboration across teams to create solutions that remove barriers and provide access to money.
MFSG is committed to building innovative solutions grounded in ethical, transparent, and responsible use of data and technology, aligned with Canada’s Artificial Intelligence and Data Act (AIDA).
MFSG prioritizes strong data governance, clear communication, and safeguards to ensure AI and data-driven systems are safe, fair, and accountable.
MFSG focuses on developing tools and processes that promote equity, reliability, and trust, supported by ongoing monitoring and continuous improvement.

Equal Opportunity

We are committed to building innovative solutions grounded in ethical, transparent, and responsible use of data and technology.
Aligned with the principles outlined in Canada’s Artificial Intelligence and Data Act (AIDA), we take a proactive approach to ensuring that any AI or data-driven systems we use are safe, fair, and accountable.
This posting is for a current position within our organization, offering the opportunity to contribute to meaningful, responsible innovation that supports our employees, clients, and communities.
We prioritize strong data governance, clear communication around how systems work, and safeguards that reduce risks and protect individuals.
Our focus is on developing tools and processes that promote equity, reliability, and trust, supported by ongoing monitoring and continuous improvement.
Joining MFSG means contributing to a future-focused organization that values both innovation and integrity, where your work helps shape solutions that responsibly support our employees, clients, and communities.