Sr. Integrated Marketing Manager

Taxwell provides tax preparation software that helps everyday Americans identify credits and deductions and maximize their tax refunds. TaxAct is seeking a Senior Integrated Marketing Manager to lead its U.S. Hispanic marketing strategy, integrated go-to-market planning, agency relationship, cross-functional campaign execution, and measurement across brand, performance marketing, CRM, product, PR, creators, partnerships, and Spanish-language customer experiences.

Responsibilities:

• Develop and own TaxAct’s U.S. Hispanic marketing strategy, including audience priorities, consumer insights, positioning, messaging, growth objectives, and the role of Spanish- and English-language communications
• Lead annual and seasonal integrated marketing planning, defining how Brand, Performance Marketing, CRM, Product, PR, creators, partnerships, and owned channels work together across the consumer journey
• Translate business, brand, and audience objectives into clear integrated briefs for internal teams and agency partners
• Lead the U.S. Hispanic agency relationship, setting the strategic direction, evaluating recommendations and creative work, and holding partners accountable for cultural relevance, quality, effectiveness, timing, and business results
• Champion the Hispanic consumer within TaxAct, bringing cultural and marketplace insights into brand, product, experience, and channel decisions
• Partner with Brand and Research to develop and validate culturally relevant positioning, messaging, creative platforms, and customer experiences
• Partner with Performance Marketing & Media on media strategy, allocation, flighting, and optimization, ensuring that channel execution reflects the broader Hispanic audience and brand strategy
• Own the quality and consistency of the Spanish-language customer experience across advertising, content, CRM, landing pages, and the end-to-end product journey
• Establish a balanced measurement framework spanning awareness, consideration, engagement, acquisition, conversion, revenue, CPA, ROAS, and longer-term brand and customer growth
• Use consumer research, cultural insight, brand measures, and channel performance to improve the strategy and integrated marketing plan throughout the season

Requirements:

• Eight or more years of experience in integrated marketing, brand strategy, multicultural marketing, consumer marketing, or a related discipline
• Demonstrated track record developing and leading U.S. Hispanic marketing strategies and campaigns, including Spanish-language work, from audience insight and briefing through execution, measurement, and optimization
• Meaningful experience marketing to U.S. Hispanic consumers, with a nuanced understanding of cultural, linguistic, behavioral, and generational differences within the market
• Professional fluency in English and Spanish, with the ability to evaluate Spanish-language strategy, copy, creative, and experiences for meaning, tone, cultural relevance, and brand alignment
• Experience leading agencies and cross-functional teams from strategy and briefing through execution, measurement, and optimization
• Strong understanding of paid, owned, earned, and lifecycle marketing, with the ability to evaluate channel performance without treating channel execution as the sole marketing strategy
• Experience using consumer research, brand metrics, and acquisition data to make decisions and communicate recommendations to senior stakeholders