Manager, Texas Hispanic Initiatives

Position Summary

The Texas Hispanic Market Initiatives Manager will serve as the primary champion for Hispanic community engagement and growth strategy across the state of Texas. This role sits at the intersection of community outreach, marketing, and business development — driving culturally relevant programs that deepen brand trust, expand customer reach, and strengthen Purpose Financial’s presence in Texas’s growing Hispanic communities. This individual will partner closely with the Marketing team to develop and execute bilingual campaigns, community partnerships, and localized strategies that resonate authentically with Hispanic customers. 

Job Responsibility

Community & Market Strategy 

• Develop and lead a comprehensive Hispanic market strategy for Texas, aligned with Purpose Financial’s broader growth objectives 

• Identify and prioritize high-opportunity markets and communities across Texas with significant Hispanic populations 

• Build and maintain relationships with community organizations, advocacy groups, cultural institutions, and local leaders 

• Serve as a cultural liaison and subject matter expert for internal teams on Hispanic consumer insights and trends specific and tailored to Texas

Marketing Collaboration 

• Partner with the Marketing team to co-develop bilingual (English/Spanish) campaigns, materials, and digital content for the Texas Hispanic market

• Provide cultural guidance and review on all marketing assets targeting Texas Hispanic audiences to ensure authenticity and relevance 

• Collaborate on social media strategy, local advertising, and event sponsorships targeting Texas Hispanic communities 

• Analyze Spanish campaign performance and provide data-driven recommendations to optimize acquisition and retention tactics  

Outreach & Events 

• Partnering with Branch Leadership, plan and execute community events, sponsorships, and activations in key Texas markets 

• Represent Advance America at Hispanic community events, trade shows, and cultural celebrations in key Texas markets (e.g., Fiesta, NIOSA, Hispanic Heritage Month) 

• Develop partnerships with Hispanic Chambers of Commerce, nonprofits, and community organizations across the state of Texas

Internal Advocacy & Reporting 

• Act as an internal advocate for the Hispanic customer segment, ensuring their needs are reflected in product, service, and operational decisions 

• Track, measure, and report on KPIs related to Texas Hispanic market growth, campaign performance, and community engagement
• Provide regular updates and strategic recommendations to executive leadership 

Job Responsibilities Cont.

Education Required

• Bachelor’s degree in Marketing, Ecommerce, Business, Communications, or a related field 

Experience Required

• Bilingual — Fluent in both English and Spanish (written and verbal - required)
• 3–6+ years of experience in community outreach, multicultural marketing, digital marketing is a plus
• Deep understanding of the Texas Hispanic culture, values, and consumer behavior
• Proven experience collaborating with marketing teams on multicultural campaigns 
• Strong presentation, relationship-building, and communication skills 
• Ability to travel within Texas as needed (50% each month)

Preferred 

• Experience in financial services, consumer lending, or retail banking 
• Existing network within Texas Hispanic business or community organizations 
• Experience with bilingual content creation and Spanish-language media 

Knowledge Required

Written and verbal communications skills; adaptability and flexibility to a changing environment; and comfortable working in a dynamic, high volume, fast-paced environment. Ability to understand and ensure compliance with policies, procedures, and laws governing our industry/business and products.

Physical Requirements

Sitting for long periods of time; standing occasionally; walking; bending; squatting; kneeling; pushing/pulling; reaching; twisting; frequent lifting of less than 10 lbs., occasional lifting of up to 20 lbs.; driving and having access during the workday to an insured and reliable transportation; typing; data entry; grasping; use of office equipment to include computers; ability to travel to, be physically present at, and complete the physical requirements of the position at any assigned location.

Competencies

Travel

Up to 50% (mostly Texas specific)

Attire

Business Casual

Other

Must be eligible to work in the USA and able to pass a background check.