Digital Marketing Specialist V

Title: Digital Marketing Specialist V

Referral & Advocacy Growth Lead, TurboTax

About the Role

TurboTax serves millions of customers every year. Our opportunity is to turn more of those customers into a powerful source of organic growth.

We're looking for a Referral & Advocacy Growth Lead to build that engine. You'll own TurboTax's referral programs end-to-end — finding the right customers to ask, creating reasons worth sharing, identifying the moments when advocacy is most likely to happen, removing friction from the experience, and continuously improving the economics of the channel.

This is a net-new, highly entrepreneurial role with significant ownership. You'll work hands-on — developing concepts, launching pilots, analyzing results, and partnering with Product to turn what works into scalable programs. The mandate is simple: build, prove, then scale.

What You'll Do

Grow referral as an acquisition channel

• Own the strategy, roadmap, execution, and performance of Refer a Friend and Refer an Expert.
• Own the referral funnel end-to-end, from identifying likely advocates through sharing and referred-customer conversion.
• Personalize referral propositions, messaging, incentives, and timing across TurboTax DIY, Assisted, and Full Service customers.
• Simplify the referral experience across product, web, mobile, email, and other relevant surfaces.
• Deepen Refer an Expert by embedding advocacy into the natural high points of the customer-expert relationship.

Build an always-on referral engine

• Identify the behaviors, lifecycle moments, and customer signals that indicate when someone is most likely to advocate.
• Create referral concepts people genuinely want to participate in — from propositions and incentives to digital or real-world experiences.
• Build a continuous experimentation roadmap across audience, proposition, incentive, creative, channel, placement, and timing.
• Take experiments end-to-end: hypothesis, build, launch, analysis, and iteration.
• Turn successful pilots into repeatable, scalable programs.

Shape what's next

• Partner closely with Product, Engineering, Lifecycle, and Analytics to make referral part of the customer experience, not simply a marketing message layered on top.
• Build a two- to three-year referral and advocacy vision grounded in what live experiments prove.
• Explore a shared advocacy approach across TurboTax and Credit Karma, as well as adjacent opportunities across Intuit.
• Evaluate the need for dedicated referral technology and build the business case for investment.
• Build the measurement framework that connects referral performance to customer acquisition and economics.
• Establish program rules and safeguards against referral fraud, and lead Legal, Security, and Compliance reviews with a clear recommendation.

Location - MTV, SF, SD, OKL

Skills: What You'll Bring 7 years in consumer growth lifecycle marketing product marketing referral/advocacy or a related discipline with meaningful hands-on ownership of referral or customer-led growth.

Experience owning a growth program end-to-end mdash from strategy and creative development through experimentation measurement and optimization.

Deep understanding of referral mechanics including incentive design conversion funnels lifecycle triggers and fraud prevention.

Strong creative and analytical instincts: you can originate a compelling referral concept get it into market interpret the results and determine what to do next.

Experience partnering deeply with Product teams to build customer-facing growth experiences.

An entrepreneurial operating style: comfortable taking an ambiguous mandate moving quickly and navigating a large matrixed organization to get things done. Nice to have: Experience with expert- or advisor-mediated referrals cross-brand referral ecosystems consumer financial products or building a referral/growth capability from 0rarr1. AI fluency: You use AI and modern tools as part of how you work mdash accelerating research analysis experimentation creative development and reporting