Driver Growth Marketing Principal

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

Benefits offered by this job

Free medical plans

401K matching

Professional growth opportunities

Job summary

Via is seeking a Driver Growth Marketing Principal to lead top-of-funnel driver acquisition across North America. You’ll blend performance marketing with local branding and community efforts to source candidates from awareness to application while upholding safety and service standards.

You’ll own budgets, run experiments, build dashboards, and partner with local organizations to scale grassroots recruitment and improve funnel efficiency across markets.

Qualifications

• 6+ years of growth marketing experience.
• Proven track record leading teams (3–5+ years).
• Strong analytical skills and data-driven decision making.

Responsibilities

• Own multi-market driver acquisition budgets across paid digital, hyper-local media, and community channels.
• Craft messaging and tactics to attract high-quality, safety-conscious driver partners.
• Run rapid A/B and multivariate tests to optimize creative, targeting, and landing pages.
• Analyze funnel dynamics and coordinate handoffs from sourcing to onboarding.
• Develop grassroots, local activation programs with partners and workforce boards.
• Build self-serve dashboards tracking cohort health and funnel efficiency.

Skills

Growth marketing

Team leadership

SQL

Analytical thinking

Tools

Tableau

AI tools

BI tooling

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.

Ready to join the ride?

Via is an equal opportunity employer.