Driver Growth Marketing Principal

Via Transportation, Inc.; New York (NY); On-site; USD 130,000 - 165,000; Full time

Benefits offered by this job

Free medical plans

401K matching

Job summary

Via Transportation, Inc. is seeking a Driver Growth Marketing Principal to lead top-of-funnel driver acquisition across North America, blending performance marketing with local brand presence and community engagement.

You will own candidate sourcing from awareness through application, drive spend allocation across paid and offline channels, run rapid experiments, build dashboards, and partner with local workforce boards to scale driver pipelines.

Qualifications

• 6+ years of growth marketing experience.
• Experience leading teams (3–5 years) and developing people.
• Strong analytical skills with SQL, Excel/Sheets and BI tools.

Responsibilities

• Lead multi-channel driver acquisition across NA markets.
• Allocate budgets across paid digital, hyper-local media and community channels.
• Run rapid A/B and multivariate tests to improve CPA/CPH.
• Partner with local organizations to build driver-get-driver campaigns.
• Build dashboards to track funnel efficiency and cohort health.

Skills

Growth marketing

Team leadership

SQL

Excel/Sheets

BI tools

Data analysis

Storytelling

Tools

Tableau

AI tools

Job description

Via is using technology to transform transportation around the world. From changing a single person’s daily commute to reducing humanity’s collective environmental footprint — we’ve got huge goals.

As a Driver Growth Marketing Principal, you will lead top-of-funnel driver acquisition and sourcing strategies across North America. Bridging performance marketing, local brand presence, and community engagement, you will own candidate sourcing from awareness through initial application. You will champion recruiting safe, exceptional driver partners who serve as true brand and community ambassadors, helping expand accessible transit throughout North America.

What You’ll Do:

• Drive Data-Driven Sourcing & Spend Allocation: Own multi-market driver acquisition budgets across paid digital (Meta, Google, Programmatic), hyper-local media (OOH, direct mail, radio), and community channels. Continuously monitor data-driven KPIs to scale applicant volume while aggressively reducing Cost Per Applicant (CPA) and Cost Per Hire (CPH).
• Recruit Safe, High-Quality Community Ambassadors: Craft performance marketing positioning, messaging, and sourcing tactics specifically tailored to identify, attract, and activate driver partners who uphold high standards of safety, service excellence, and community representation.
• Execute Supply-Side Experimentation & Media Optimization: Formulate hypotheses and run rapid A/B and multivariate tests across creative messaging, audience targeting, landing pages, and referral incentives to establish playbooks that maximize driver conversion, retention, and lifetime value.
• Analyze Funnel Dynamics & Operations Handoffs: Deep-dive into driver conversion metrics across operational models to pinpoint drop-off bottlenecks and seasonal supply constraints, collaborating closely with the Driver Success team to ensure seamless handoffs from sourcing to onboarding.
• Scale Grassroots & Localized Playbooks: Partner with local workforce boards, community organizations, and municipal transit partners across North America to build grassroots driver-get-driver initiatives, local activation events, and high-converting candidate pipelines.
• Build Performance Dashboards & Reporting: Partner with analytics teams to build robust self-serve dashboards (Tableau / AI tools), tracking acquisition cohort health and reporting actionable funnel efficiency insights to leadership.

Who You Are:

• Experienced professional with 6+ years of growth marketing experience
• Resourceful, a problem solver who is motivated by high levels of ownership and the opportunity to have a measurable impact
• Creative problem solver and continuous experimenter who challenges the status quo
• Customer-centric storyteller with exceptional written and interpersonal communication skills, particularly in explaining complex ideas to diverse audiences
• You have a proven track record of managing teams (at least 3-5 years) and developing people - you know how to motivate and get the best work out of every person who you work with
• Strong analytical skills - comfortable in SQL, Excel/Sheets, and BI tools
• Proactive, a critical thinker with a no-task-too-small attitude while navigating a fast-paced environment

Preferred Qualifications:

• Prior experience driving driver/courier/supply acquisition in a mobility, rideshare, or delivery network (e.g., DoorDash, Uber, Lyft, Instacart).
• Proficiency across paid digital (Meta, Google, DSPs), hyper-local offline media (OOH, direct mail, radio), and community-based recruiting channels.

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: $130,000 - $165,000 / year
• We are proud to offer a generous and comprehensive benefits package, including free medical plans and 401K matching.

Via is an equal opportunity employer.

Voluntary Self-Identification

For government reporting purposes, we ask candidates to respond to the below self-identification survey.Completion of the form is entirely voluntary. Whatever your decision, it will not be considered in the hiringprocess or thereafter. Any information that you do provide will be recorded and maintained in aconfidential file.

As set forth in Via’s Equal Employment Opportunity policy,we do not discriminate on the basis of any protected group status under any applicable law.

If you believe you belong to any of the categories of protected veterans listed below, please indicate by making the appropriate selection.As a government contractor subject to the Vietnam Era Veterans Readjustment Assistance Act (VEVRAA), we request this information in order to measurethe effectiveness of the outreach and positive recruitment efforts we undertake pursuant to VEVRAA. Classification of protected categoriesis as follows:

A "disabled veteran" is one of the following: a veteran of the U.S. military, ground, naval or air service who is entitled to compensation (or who but for the receipt of military retired pay would be entitled to compensation) under laws administered by the Secretary of Veterans Affairs; or a person who was discharged or released from active duty because of a service-connected disability.

A "recently separated veteran" means any veteran during the three-year period beginning on the date of such veteran's discharge or release from active duty in the U.S. military, ground, naval, or air service.

An "active duty wartime or campaign badge veteran" means a veteran who served on active duty in the U.S. military, ground, naval or air service during a war, or in a campaign or expedition for which a campaign badge has been authorized under the laws administered by the Department of Defense.

An "Armed forces service medal veteran" means a veteran who, while serving on active duty in the U.S. military, ground, naval or air service, participated in a United States military operation for which an Armed Forces service medal was awarded pursuant to Executive Order 12985.