As
VP of Rider Marketing (Rider Growth), your mission will be to make public transit the mode of choice in communities around the world. This team is the heart of our end user experience and critical to the performance of our business. You will lead a team of marketing professionals and spearhead rider growth and insights efforts across all global markets where Via operates, including cities where Citymapper is looking to grow users.
This team manages the customer lifecycle, and is responsible for building awareness, understanding, and excitement for new services when they launch, and then growing ridership and engagement over time. In addition, the team is responsible for understanding rider behavior and developing profiles and personas to support growth.
What You’ll Do:
- Lead Rider Growth and Rider Insights across the company and ensure the voice of the rider is incorporated into strategies and plans across functions - Product, Policy, Operations, etc.
- Engage with executive management to set quarterly goals, drive revenue, and report on and optimize performance.
- Develop quarterly OKRs for your team to deliver on goals; scrutinize and analyze all ongoing initiatives, reacting appropriately to prioritize and capitalize on opportunities.
- Lead “City Funnel” and “Voice of the Rider” teams to optimize our rider funnel, advance our market understanding, and enhance our ability to segment, target, and serve our various types of end users.
- Ensure research methodology is sound and effective. Research efforts include surveys, focus groups, and on-site visits.
- Collaborate with Via’s buyers (cities, transit agencies, corporations) to develop and implement marketing strategies and testing plans in their communities.
- Be responsible for the MarTech stack that the team uses; understand data infrastructure and capabilities to ensure connectivity among platforms and seamless workflows while being smart about spend.
- Define rigorous testing across channels and lifecycle stages
- Create tools and processes to enable scale across markets, geographies, and products.
- Make data-driven decisions, and build tools to visualize and understand performance.
- Serve as a member of the Marketing Leadership team; collaborate with marketing peers on broader team initiatives.
- Lead, inspire, and grow the careers of a strong team of marketing professionals.
Who You Are:
- 10+ years in consumer marketing, with a track record of creating, planning and executing strategies to drive transformative business results.
- Customer oriented: understanding the psychology of what works and why.
- Channel expertise across the entire marketing mix including offline and online channels.
- Strong background in marketing technology and data analytics, including experience with multi-channel attribution, conversion rate optimization, and customer segmentation.
- Experience working with data scientists, data visualization tools, attribution modeling, and data feeds.
- Hands-on, proactive approach and established testing philosophy.
- Collaborative leader able to work with multiple teams and functions within the company including operations, product, creative, etc.
- Hands-on approach with the ability to both teach and execute across the marketing stack.
- Skilled communicator who can engage easily with people of all backgrounds, including end users, executives at Via customer agencies, and internal teams.
- Self-starter who can power through ambiguity, prioritize among competing needs, and thrives in a fast-paced, 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.
We’re Via, and we build technology that changes the way the world moves. We pioneered the TransitTech category to ensure that the future of transportation is shared, dynamic public mobility — the kind that reduces carbon emissions across congested cities, minimizes reliance on private cars, and provides everyone with accessible, efficient, and affordable ways of getting around.
We created the first end-to-end TransitTech solution for cities and transit agencies, offering world-class software, service design, and operational expertise to fundamentally improve the way the world moves.
Via was founded with the guiding principle that we go further when we go together. We are dedicated to building a diverse, inclusive and authentic workplace. If you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we encourage you to apply anyways. You may be just the right candidate for this or other roles. All backgrounds, identities, and voices are welcomed and celebrated at Via.
Ready to join the ride?
Via is an equal opportunity employer.
