Consumer Marketing Manager

Consumer Marketing Manager

Position Summary

The Consumer Marketing Manager is the strategic lead for driving pet owner participation across Synergy Pet Group's consumer-facing voluntary benefit brands: Wishbone and Total Pet Plan. You’ll be responsible for understanding the pet owner audience and designing strategies that maximize enrollment.

You will own the planning, execution, and performance of marketing efforts that educate and activate pet owners within the workplace benefits environment. You’ll collaborate with specialists across content, growth, product, and partner teams to bring campaigns to life, but you’re ultimately accountable for hitting participation goals across both brands.

This role reports to the VP of Marketing.

Key Responsibilities

Audience Insight & Strategic Planning

• Develop deep insight into pet owner behavior, needs, and motivations within the voluntary benefits context.
• Build and maintain consumer personas and audience segments relevant to the open enrollment experience.
• Define and evolve positioning and messaging frameworks tailored to employees encountering pet benefits for the first time.
• Use audience insights to craft high-impact strategies that increase awareness, education, and enrollment.

Campaign & Program Ownership

• Lead the strategy and execution of marketing campaigns across email, landing pages, digital ads, social, and open enrollment materials.
• Own the development of communication plans that support employer partners during open enrollment and year-round engagement opportunities.
• Manage consumer-facing programs including testimonial collection, seasonal promotions, and upsell flows.
• Continuously test new marketing channels and formats to improve benefit awareness and uptake.

Execution & Enablement

• Ensure consistent, compelling messaging throughout the employee journey—from first touch through post-enrollment.
• Collaborate closely with product, partner, and content teams to align messaging, materials, and timing.
• Monitor performance and engagement data to inform iterative improvements.
• Be both executional and strategic—comfortable managing details and shaping big-picture direction.

Key Metrics for Success

• Participation Growth – Increases in pet benefit enrollment and utilization during and after open enrollment.
• Message-Market Fit – Messaging that drives action across diverse employer and employee populations.
• Campaign Ownership – Timely, accurate delivery of enrollment-related marketing campaigns.
• Cross-Functional Collaboration – Strong partnership with internal stakeholders and external benefit administrators.
• Performance Optimization – Ongoing refinement based on campaign metrics and audience feedback.

Qualifications

• Team Player Mentality: Demonstrate a commitment to supporting and uplifting others on the team, ensuring collective success over individual wins.
• Solution-Oriented: Focuses on problem-solving and proactively finding ways to overcome challenges.
• Bachelor’s degree in Marketing, Business, or a related field; MBA preferred.
• 5+ years of marketing experience, ideally with some time spent owning a vertical, audience, or brand.
• Proven success developing and executing multi-channel marketing strategies.
• Strong understanding of B2B marketing, lead generation, and audience segmentation.
• Experience working with or marketing to brokers is a major plus.
• Exceptional communication, project management, and cross-functional leadership skills.
• Comfortable with ambiguity and energized by a fast-paced, high-growth environment.
• Humble, egoless, and motivated to win as a team.