Job description

Taxwell helps everyday Americans get every tax advantage they deserve by finding credits and deductions they never even knew existed. Our tax preparation software offers easy guidance and ensures your maximum tax refund. We strive to build a team of like-minded experts in both tax and technology who align with our brand purpose, are advocates for our customers and have a fresh, non-traditional approach to the tax industry. Position Summary TaxAct is seeking a Senior Integrated Marketing Manager to lead its U.S. Hispanic marketing strategy and integrated go-to-market planning. This role will define how TaxAct builds relevance, trust, and growth with Hispanic consumers, translating business objectives and consumer insights into a cohesive strategy across Brand, Performance Marketing, CRM, Product, PR, creators, partnerships, and the Spanish-language customer experience. The (Sr.) Marketing Manager will own the relationship with TaxAct’s U.S. Hispanic marketing agency and serve as the internal subject-matter leader for the Hispanic consumer opportunity. This person will establish audience priorities, shape positioning and messaging, lead integrated briefs and campaign planning, and ensure that work is culturally relevant, native-quality, and aligned with the broader TaxAct brand. Success requires balancing long-term brand development with near-term acquisition and revenue goals. The role will partner closely with Performance Marketing and Analytics to evaluate results and optimize activity, while ensuring that channel decisions support a clear audience and brand strategy rather than operating as separate tactics. Selected Essential Duties and 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. Suggested Experience 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. What We Offer Opportunity to grow your career within a collaborative and fast-paced marketing organization Hands-on experience working across brand, product, and digital experiences A team environment that values ownership, initiative, and partnership Remote working culture At Taxwell, we believe our work benefits from the diverse perspectives of our employees. As such, Taxwell welcomes and celebrates diversity and inclusion and is committed to equal opportunity employment. At Taxwell, you can expect a supportive, open, and inclusive atmosphere and a team that values your contributions. Taxwell is committed to providing an environment of mutual respect where equal employment opportunities are available to all applicants without regard to race, color, religion, sex, national origin, age, disability, marital status, sexual orientation, gender identity, veteran status, and any other status protected under applicable law. Taxwell considers information gathered in the hiring process, including information on this application, confidential, and only shares it on a need-to-know basis or as required by law. If you need assistance or accommodation due to a disability, you may contact us at HR Taxwell.com or by calling 828-349-5887 to speak with a member of the HR Talent Acquisition team.

Requirements

Must-haves

Selected Essential Duties and 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.
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.
Suggested Experience
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.

Nice-to-haves

None flagged.

Application prep

Use the role’s language and application details while tailoring your materials.

Keywords to mirror

Platform: workday
Effort: long