Segment Marketing Manager, Gen Z & Digital

At Momentum Financial Services Group, we help people move forward by reimagining how money works for those who need it most. With more than 40 years of experience, we’re the team behind Money Mart—Canada’s largest non-bank branch network—and a leader in financial solutions for underserved communities.

From short-term loans to money transfers and prepaid cards, we power the products, technology, and operations that connect over a million customers a year to the money they need, when they need it.

At MFSG, we come together across teams and departments to create something bigger than ourselves: solutions that remove barriers and give people access to money they might not get anywhere else. Whether you're solving problems, building systems, or shaping strategy, your work fuels real support for real people. 

• →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 that feels native to each platform — not repurposed from traditional channels
• →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 other like platforms, including organic and paid activations
• Define platform-specific content strategies that align with each channel's unique format, algorithm, and audience behaviour
• Lead mobile app messaging and push notification strategy — developing segmented, personalized, and behaviour-triggered communication flows that drive engagement and conversion among younger users
• Stay ahead of platform updates, emerging features (e.g., TikTok Shop, Instagram Reels, Snapchat AR lenses), and best practices to keep Money Mart's presence fresh and competitive
• Collaborate with performance marketing and analytics teams to track KPIs, optimize campaigns, and report on Gen Z segment performance

• Culturally curious and trend-aware — you're chronically online in the best way
• Data-informed but instinct-driven; you balance performance metrics with creative intuition
• Collaborative and influential — you can bring stakeholders along on a Gen Z strategy without a 40-slide deck
• Comfortable with ambiguity and fast-moving environments; you iterate quickly and learn faster
• Passionate about financial inclusion and making financial services more accessible to younger Canadians

• 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

• 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 — 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 — you can write a TikTok hook and a strategic brief with equal confidence
• Experience working with or briefing creative teams, content creators, and influencer partners

Bachelor’s degree in one of the following fields (or a closely related discipline):

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