Director, Adoption Marketing

Job Summary

We are seeking a Director, Adoption Marketing to own and drive the marketing strategy that gets residents, citizens, and constituents to actively use the digital government solutions Neumo deploys for its state and local government clients. This is a unique and high-impact role. While Neumo's sales and marketing teams focus on winning government contracts (B2G), your mission is what happens after the contract is signed: driving adoption and transaction volume among the end users—the residents these solutions are designed to serve. Neumo's revenue model depends on citizens actually using these solutions, whether that's completing transactions at a DMV kiosk or paying a permit fee online. You will wake up every day focused on this challenge—building and executing campaigns that reach citizens directly, while also enabling our government customers with the marketing toolkits and playbooks they need to promote adoption in their communities.

Duties and Responsibilities

Citizen-Facing Marketing Campaigns

• Develop and execute paid media campaigns (digital, social, out-of-home) targeted at residents to drive awareness and usage of deployed solutions
• Design and manage owned channel strategies (email, SMS, in-app messaging) across the resident lifecycle—from onboarding through sustained engagement
• Create localized campaigns tailored to specific markets, demographics, and solution types (e.g., DMV kiosks, online payments, permits)
• Partner with creative resources to develop compelling messaging and content that resonates with diverse citizen audiences

Government Customer Enablement

• Build scalable marketing toolkits, playbooks, and co-branded templates that government clients can deploy locally to promote adoption
• Develop best practice guides and training resources to help government partners run effective citizen outreach
• Partner with Customer Success to identify high-priority accounts and develop tailored adoption strategies
• Advise government clients on local marketing tactics, from launch campaigns to ongoing engagement programs

Performance & Optimization

• Define, track, and report on adoption KPIs including enrollment rates, transaction volume, active usage, and campaign ROI
• Use data and insights to continuously optimize campaigns and identify opportunities to improve resident engagement
• Build dashboards and reporting mechanisms to communicate adoption performance to internal stakeholders and clients
• Conduct A/B testing and experimentation to improve conversion and engagement rates

Cross-Functional Collaboration

• Partner with Marketing to align citizen-facing messaging with overall product and company positioning
• Work closely with Customer Success to understand client needs and integrate adoption marketing into customer journey
• Collaborate with Product teams to identify opportunities for in-product engagement and feature adoption
• Manage external agency relationships and vendors as needed

Education and Experience

Required

• 7+ years of experience in growth marketing, consumer marketing, lifecycle marketing, or demand generation
• Demonstrated success driving user adoption, engagement, or transaction volume in a B2B2C, B2G2C, or similar multi-stakeholder environment
• Deep experience with paid media strategy and execution across digital channels (search, social, display, programmatic)
• Strong command of owned channel marketing (email, SMS, push notifications, in-app messaging)
• Proven ability to translate data into actionable insights and optimize campaigns based on performance metrics
• Experience building marketing enablement materials (playbooks, toolkits, templates) for partners or customers
• Excellent cross-functional collaboration skills with ability to influence without direct authority
• Strong written and verbal communication skills
• Bachelor's degree in Marketing, Communications, Business, or related field

Preferred

• Experience in govtech, public sector, or civic tech
• Background in fintech, payments, or transaction-driven business models
• Experience marketing to diverse or underserved populations
• Familiarity with HubSpot marketing automation platform (preferred) or comparable
• Experience working with or managing external agencies
• Track record of building a function or team from the ground up

Knowledge, Skills and Abilities

• Ability to move the needle on citizen adoption and engagement, including:
• Transaction volume growth across deployed solutions
• Resident enrollment and registration rates
• Active user rates and repeat usage
• Campaign performance (CTR, conversion rates, cost per acquisition)
• Client satisfaction with adoption marketing support and enablement

Work Environment

Office setting with a moderate noise level. The employee will work at an individual workstation, using a telephone and computer.

Physical Demands

Must be able to remain seated for extended periods. Regular use of a computer and other office machinery, such as printers and copy machines. Occasional movement around the office. Frequent communication via telephone.

Neumo Summary

With the backing of four decades of public sector expertise and corporate capability, Neumo has successfully supported government services. Neumo was honored and recognized for four (4) consecutive years as a GovTech 100 Company representing the top 100 companies focused on making a difference in and selling to state and local government agencies across the United States. Neumo is committed to helping communities thrive and brings a wealth of experience combined with innovation. Today, Neumo offers more administrative and financial support to government officials than any other organization. And with a responsive, client-focused approach, we foster partnerships that give our customers the certainty they need to accomplish more. Neumo offers a competitive benefits and compensation package and are looking for team members who will thrive in our dynamic environment. Neumo is an Equal Opportunity Employer. Selection for a position will be made without regard to race, religion, national origin, sex, political affiliation, marital status, non-disqualifying physical handicap, and age.

Key skills/competency

• Growth Marketing
• User Adoption
• Paid Media Strategy
• Owned Channel Marketing
• Data-driven Optimization
• Marketing Enablement
• Cross-functional Collaboration
• B2G2C Marketing
• Digital Marketing
• Campaign Management