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Salary: USD 125,000 - 160,000 / annual
Via Transportation is seeking a Performance Marketing Principal to own ridership outcomes and marketing budget for Via's transportation services globally. The role covers both existing services and new market launches, requiring design of programs, campaigns, and outreach strategies to maximize rider acquisition and retention.
Key responsibilities include:
- Owning and optimizing multi-market budgets across channels (paid social, display, out-of-home, etc.), driving efficient rider acquisition at target customer acquisition cost (CAC)
- Building and managing lifecycle programs and performance marketing campaigns end-to-end: audience strategy, creative briefing, launch, A/B testing, and iterative optimization
- Driving rider growth through experimentation, identifying and testing new initiatives to supplement existing acquisition and retention playbooks
- Conducting rigorous funnel analysis to identify opportunities across the rider journey from signup conversion to long-term loyalty
- Scaling community-specific programs by identifying winning local tactics and developing replicable processes for deployment in similar markets
- Managing data reporting and dashboards to track key metrics and communicate strategies to internal and external stakeholders
- Collaborating with local market teams to tailor paid strategies to market-specific dynamics
Required qualifications:
- Minimum 6+ years of experience managing and optimizing marketing budgets
- Hands-on experience with Meta Ads, Google Ads, and programmatic platforms; experience with out-of-home or direct mail in local/geo-targeted contexts is a plus
- Strong analytical skills with SQL, Excel/Sheets, and BI tools
- Track record of scaling marketing programs across multiple markets or geographies simultaneously
- Excellent written and interpersonal communication skills, particularly explaining complex ideas to diverse audiences
- Problem-solving mindset with high ownership orientation and measurable impact focus
- Proactive, critical thinking approach in fast-paced environments
