About the role
FileTax.com is an IRS-authorized e-file provider. We have helped more than 2.3 million taxpayers.
We rebranded as FileTax.com last year, and that gives us something most tax brands don't have: a blank canvas. There's no decades-old brand voice to protect and no committee that needs every ad to look like it came from a bank. We can take angles the big players won't, and we're comfortable being a bit irreverent when it serves the idea.
Roughly 166 million Americans file a tax return every year. Most of them default to a handful of household names with enormous ad budgets. We have no intention of trying to outspend them. We intend to out-think them.
WHAT WE'RE LOOKING FOR
Paid search is handled in-house, and so are content marketing, SEO, and AEO. This role is about everything outside of those. We want a fractional CMO who can come up with viral and guerrilla tactics that get noticed, get shared, and turn into new customers. Then we want you to help us actually run the campaign, not hand over a deck and disappear.
The work starts with ideation and strategy in November and December, moves into building and launch ahead of the season opening in late January, and runs through the April deadline.
HOW WE MEASURE SUCCESS
Brand matters to us, and we want ideas that build it. But at our core, FileTax.com is a direct response brand. Every tactic needs a clear path from attention to a filed return, and we'll judge the work the same way we judge every other channel: conversions and cost per conversion.
A campaign that gets a million views and no customers isn't a win for us. One that gets a fraction of the buzz and acquires customers efficiently is. The ideal candidate gets excited about creative that spreads and is just as interested in the tracking, attribution, and numbers behind it.
WHAT YOU'D BE WORKING WITH
Our product is simple: DIY federal and state filing at a flat $89.95. That's the price. There are no "free" offers that turn into a bill halfway through, no surprise upgrades when you add a form, and no pricing tricks. In a category where a lot of people feel misled by what they ended up paying, we think that's worth talking about loudly.
Our best-fit customer is 18 to 34 with a straightforward return and no strong loyalty to the brand they used last year.
WHO YOU ARE
You've led B2C campaigns that earned attention far out of proportion to what they cost, and you can show us the conversion numbers, not just the reach. You understand what makes something spread, and you've done it more than once. You're as comfortable in the weeds of execution as you are in a strategy session. Direct response, fintech, DTC, or consumer subscription experience is a plus. Tax experience is not required.
We're not looking for a channel-by-channel media plan, more paid search, or a content and social retainer.
THE OPPORTUNITY
This starts as a seasonal engagement, but we're looking for a long-term partner. B2C tax is a massive market, we're well positioned to take a bigger share of it, and we want someone who gets excited about building that with us.
ENGAGEMENT DETAILS
Fractional, starting as soon as possible and running through April 2027. Time commitment is flexible, and we'd like to hear what you think the work requires. Budget is open to proposals.
Please begin your proposal with the word "April" so we know you read this far.