Segment Marketing Manager, Gen Z & Digital

Who We Are 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. We’ve Got You Covered Compensation Philosophy: Our strategy is simple—we aim to match the market. We regularly review industry standards to ensure our total rewards package is competitive and fair. This commitment helps us attract and retain talented individuals who share our purpose. Discretionary Annual Bonus: Enjoy the opportunity for a discretionary bonus based on individual performance and company success. Comprehensive Benefits: Our benefits include health and dental plans with 100% of the premiums covered. We also offer an Employee Assistance Program to support your mental well-being and provide resources for personal challenges. Retirement Plans: Plan for your future with our robust retirement savings options, ensuring you’re set for the long haul. Hybrid Work Environment: Experience the best of both worlds with our hybrid work model, allowing you to balance remote work with in-office. When you're at our corporate head office, enjoy a relaxed and collaborative environment featuring breakout rooms for brainstorming and unwinding, plus a variety of snacks to keep you energized throughout the day. Perks and Rewards: Enjoy reimbursement for tuition assistance and professional development, discounts through Perkopolis and participate in our rewards and recognition programs to celebrate your contributions. The Job Lead Money Mart's digital Gen Z segment-specific marketing efforts by developing and executing targeted strategies that drive customer acquisition, engagement and retention across key consumer segments. This role is responsible for translating brand and business objectives into relevant, insight-driven marketing programs that resonate with priority audiences. Working closely with cross-functional teams and agency partners, the Segment Marketing Specialist will lead the planning, execution and performance of segment-focused campaigns and initiatives while helping evolve Money Mart's understanding of its customers and how to best reach What You'll Do Own the Gen Z segment marketing strategy end-to-end — from audience insights and segmentation to messaging frameworks and campaign briefs Develop and maintain Gen Z-specific value propositions that position Money Mart's products and services as relevant, accessible, and trustworthy to younger consumers Serve as the internal SME on Gen Z culture, trends, financial behaviours, and digital habits — educating and advising cross-functional teams including Product, Brand, and Customer Experience Translate business objectives into audience-first campaign strategies that resonate with a generation that values authenticity, transparency, and speed Messaging & Creative Direction 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 Channel Marketing – Social & Mobile 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 How You Will Make an Impact Mindset & Attributes 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 Nice to Have 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 What You Bring Experience & Skills 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 Education ( Required) 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 Please note: The salary range for this position is between C$ 95000 to C$ 110000 About MFSG – Our Commitment to Responsible Innovation At MFSG, 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. About MFSG – Our Commitment to Responsible Innovation At MFSG, 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.