VP, Consumer Growth Marketing
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Key skills for this role
About the Role
Via is hiring a VP of Consumer Growth Marketing to lead rider growth, engagement, and customer insights globally. The role oversees user acquisition, market segmentation, MarTech stack, and lifecycle testing to drive revenue.
Key Skills for This Role
Responsibilities
- Lead company wide Rider Growth and Rider Insights functions, ensuring the voice of the end user is integrated into Product, Policy, and Operations strategies
- Optimize user acquisition, deepen market segmentation, and enhance targeting capabilities across diverse global demographics
- Oversee global research methodologies including surveys, focus groups, and on site field research
- Architect growth focused MarTech stack and data infrastructure, optimizing platform connectivity, data feeds, and attribution modeling
- Partner with Via's buyers to design and implement localized marketing strategies and testing plans
- Drive rigorous lifecycle testing and performance visualization, implementing data driven experimentation frameworks
- Serve as active member of Marketing Leadership team, collaborating on global brand initiatives and managing direct reports
Requirements
- Minimum of 10+ years of experience in consumer marketing with a track record of planning and executing lifecycle strategies
- Deep expertise in marketing technology, multi channel attribution, conversion rate optimization, data visualization tools, and customer segmentation
- Comprehensive channel expertise across digital and offline media landscapes
- Customer oriented with understanding of consumer psychology
- Skilled cross functional communicator able to engage diverse stakeholders
- Hands on leader with ability to execute across the marketing stack
- High agency self starter who navigates ambiguity effectively
Full Job Posting
About the Role
- Lead company wide Rider Growth and Rider Insights functions, ensuring the voice of the end user is systematically integrated into Product, Policy, and Operations strategies.
- Optimize user acquisition, deepen market segmentation, and enhance our targeting capabilities across diverse global demographics.
- Oversee global research methodologies, ensuring robust and effective execution of quantitative and qualitative studies, including surveys, focus groups, and on site field research.
- Architect our growth focused MarTech stack and data infrastructure, optimizing platform connectivity, data feeds, and attribution modeling while maintaining efficiency in marketing spend.
- Partner directly with Via's buyers, including cities, transit agencies, and corporations, to design and implement localized marketing strategies and testing plans in their communities.
- Drive rigorous lifecycle testing and performance visualization, implementing data driven experimentation frameworks across channels and building dashboards to evaluate quarterly OKR progression.
- Serve as an active member of the Marketing Leadership team, collaborating with peers on global brand initiatives while managing, inspiring, and scaling the careers of your direct reports.
About You
- Minimum of 10+ years of experience in consumer marketing with a track record of planning and executing lifecycle strategies that drive transformative customer acquisition and business growth.
- Data and MarTech strategist with deep expertise in marketing technology, multi channel attribution, conversion rate optimization, data visualization tools, and customer segmentation.
- Comprehensive channel expertise across the entire marketing mix including digital and offline media landscapes, backed by continuous testing.
- Customer oriented: understanding the psychology of what works and why.
- Skilled cross functional communicator who can easily engage and align diverse stakeholders, ranging from local everyday transit riders to city agency executives and internal teams.
- Hands on leader who combines high level strategic vision with the technical ability to teach, troubleshoot, and execute directly across the marketing stack.
- High agency self starter who navigates ambiguity effectively, values collaborative cross functional problem solving, and thrives in a fast paced, operationally dynamic environment.
Compensation and Benefits
- Final salary will be determined by the candidate’s experience, knowledge, and skills. Salary reflected does not include equity or variable pay, where applicable.
- Salary Range: $200,000 $275,000 per year.
- We are proud to offer a generous and comprehensive benefits package, including free medical plans and 401K matching, catered lunch on Wednesdays, and many other perks.
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