VP Carrier Engagement & Adoption

Triumph Financial, Inc.; Dallas (TX); On-site; USD 180,000 - 230,000; Full time

Job summary

Triumph Financial, Inc. seeks a VP, Carrier Engagement & Adoption to lead growth across Triumph Carrier products.

You will own onboarding, activation, and monetization, partnering with Product, Marketing, Sales, and Analytics to optimize the carrier journey and drive revenue. The role requires an expert in growth, product-led strategies, and marketplace dynamics with a track record in B2B SaaS or fintech platforms.

Qualifications

• 10+ years of leadership experience in growth, product engagement, digital adoption, customer success, product-led growth, marketplace strategy, or related disciplines.
• Proven success increasing adoption, retention, and monetization within a digital product, fintech platform, marketplace, or B2B SaaS environment.
• Demonstrated ability to own growth funnels, improve conversion, and translate behavioral insights into product and commercial outcomes.
• Experience leading cross-functional initiatives and influencing senior leaders across Product, Marketing, Sales, Operations, Analytics, and Finance.
• Strong analytical orientation with experience using cohort analysis, experimentation frameworks, user segmentation, funnel analytics, and executive-level performance reporting.

Responsibilities

• Own growth funnel performance from acquisition handoff through onboarding, activation, repeat usage, retention, referral, and expansion.
• Define funnel stages, conversion goals, drop-off points, and improvement opportunities across the carrier journey.
• Partner with Product, Marketing, Sales, Customer Experience, and Analytics to align resources around measurable funnel outcomes.
• Drive onboarding conversion and reduce time-to-value for new and existing carriers using Triumph digital products.
• Identify friction in onboarding flows, communications, training, and product setup that prevents users from becoming active, engaged customers.
• Build scalable activation playbooks that help carriers complete meaningful first actions and quickly understand the value of the platform.
• Improve feature discovery and adoption across LoadPay and related carrier-facing digital products.
• Partner with Product and Engineering to surface the right features at the right points in the user journey.
• Use behavioral data, customer feedback, and usage analytics to prioritize adoption opportunities and influence product roadmap decisions.
• Be an expert in our product and a resource to the team to best understand and ask questions about LoadPay.
• Create habit-forming product experiences that increase recurring usage and strengthen product stickiness.
• Design engagement loops that prompt carriers to return, complete high-value workflows, and expand usage over time.
• Partner with Product to embed behavioral design principles into workflows, notifications, dashboards, insights, and marketplace interactions.
• Run experimentation programs focused on activation, engagement, retention, monetization, and referral behavior.
• Establish A/B testing, cohort analysis, journey optimization, and rapid learning practices across the carrier lifecycle.
• Scale what works and sunset programs or tactics that do not produce measurable engagement or revenue impact.
• Optimize communications and lifecycle marketing across onboarding, adoption, retention, reactivation, cross-sell, and referral journeys.
• Partner with Marketing to create personalized, behavior-based campaigns that drive carriers toward high-value actions.
• Ensure messaging is timely, relevant, operationally accurate, and tied to measurable business outcomes.
• Develop and execute strategies that convert engagement into measurable revenue growth.
• Increase revenue per active carrier through deeper product utilization, marketplace participation, expanded service adoption, and increased wallet share.
• Identify engagement patterns that correlate with revenue growth and use those insights to design monetization programs.
• Partner with Sales, Product, Strategy, and Finance teams to evaluate pricing, packaging, incentives, promotions, referral economics, and expansion opportunities.
• Ensure engagement initiatives are measured not only by activity, but by contribution to revenue, product penetration, customer lifetime value, and profitability.
• Build feedback loops that capture carrier needs, product friction, and adoption barriers.
• Serve as the executive advocate for carrier engagement and adoption across Product, Operations, Marketing, Customer Experience, Sales, and Strategy.
• Create regular executive reporting on engagement performance, funnel health, experimentation learnings, and monetization outcomes.

Skills

Growth leadership

Product engagement

Digital adoption

Customer success

Product-led growth

Marketplace strategy

Cross-functional leadership

Data analytics

Tools

Cohort analysis

Experimentation frameworks

Job description

Join Triumph!

At Triumph, our vision is a world where freight transactions are accurate and seamless on the most modern and secure freight transaction network. That’s why we’re looking for passionate, innovative, solutions-oriented people to join our team. We thrive on providing exceptional customer service and we look for team members with an entrepreneurial spirit and a passion to build successful partnerships with our clients. Because at the end of the day our goal is to help our partners businesses run better.

Position Summary

The VP, Carrier Engagement & Adoption is responsible for maximizing carrier engagement, product adoption, retention, and monetization across the Triumph Carrier product portfolio. This leader will own the strategy and execution required to make existing carrier-facing digital products more frequently used, more deeply adopted, and more commercially valuable.

The role sits at the intersection of Product, Marketing, Customer Service, Data Analytics, and Sales. Success requires a deep understanding of user behavior, growth mechanics, marketplace dynamics, and product-led growth principles. This leader will be accountable for increasing carrier activation, feature utilization, engagement frequency, product stickiness, and revenue per user while creating a seamless carrier journey from onboarding through long-term advocacy.

The ideal candidate is equal parts growth strategist, product thinker, operator, and customer advocate with a proven track record of turning user engagement into measurable business results within a digital platform, marketplace, fintech, or B2B SaaS environment.

Key Responsibilities

Growth Funnel Performance

• Own growth funnel performance from acquisition handoff through onboarding, activation, repeat usage, retention, referral, and expansion.
• Define funnel stages, conversion goals, drop-off points, and improvement opportunities across the carrier journey.
• Partner with Product, Marketing, Sales, Customer Experience, and Analytics to align resources around measurable funnel outcomes.

Onboarding Conversion & Activation

• Drive onboarding conversion and reduce time-to-value for new and existing carriers using Triumph digital products.
• Identify friction in onboarding flows, communications, training, and product setup that prevents users from becoming active, engaged customers.
• Build scalable activation playbooks that help carriers complete meaningful first actions and quickly understand the value of the platform.

Feature Discovery & Product Adoption

• Improve feature discovery and adoption across LoadPay and related carrier-facing digital products.
• Partner with Product and Engineering to surface the right features at the right points in the user journey.
• Use behavioral data, customer feedback, and usage analytics to prioritize adoption opportunities and influence product roadmap decisions.
• Be an expert in our product and a resource to the team to best understand and ask questions about LoadPay.

Habit-Forming Product Experiences

• Create habit-forming product experiences that increase recurring usage and strengthen product stickiness.
• Design engagement loops that prompt carriers to return, complete high-value workflows, and expand usage over time.
• Partner with Product to embed behavioral design principles into workflows, notifications, dashboards, insights, and marketplace interactions.

Experimentation & Optimization

• Run experimentation programs focused on activation, engagement, retention, monetization, and referral behavior.
• Establish A/B testing, cohort analysis, journey optimization, and rapid learning practices across the carrier lifecycle.
• Scale what works and sunset programs or tactics that do not produce measurable engagement or revenue impact.

Communications & Lifecycle Marketing

• Optimize communications and lifecycle marketing across onboarding, adoption, retention, reactivation, cross-sell, and referral journeys.
• Partner with Marketing to create personalized, behavior-based campaigns that drive carriers toward high-value actions.
• Ensure messaging is timely, relevant, operationally accurate, and tied to measurable business outcomes.

Monetization of Engagement

• Develop and execute strategies that convert engagement into measurable revenue growth.
• Increase revenue per active carrier through deeper product utilization, marketplace participation, expanded service adoption, and increased wallet share.
• Identify engagement patterns that correlate with revenue growth and use those insights to design monetization programs.
• Partner with Sales, Product, Strategy, and Finance teams to evaluate pricing, packaging, incentives, promotions, referral economics, and expansion opportunities.
• Ensure engagement initiatives are measured not only by activity, but by contribution to revenue, product penetration, customer lifetime value, and profitability.

Voice of Customer & Cross-Functional Leadership

• Build feedback loops that capture carrier needs, product friction, and adoption barriers.
• Serve as the executive advocate for carrier engagement and adoption across Product, Operations, Marketing, Customer Experience, Sales, and Strategy.
• Create regular executive reporting on engagement performance, funnel health, experimentation learnings, and monetization outcomes.

Success Metrics

The VP, Carrier Engagement & Adoption will be accountable for measurable improvement across the following categories:

Engagement - DAU/MAU Ratio; session frequency; meaningful weekly actions; workflow completion rates

Activation - Activation Rate; onboarding conversion; time-to-value; completion of first high-value action

Retention - Carrier retention; churn reduction; reactivation rate; cohort retention trends

Growth & Advocacy - Referral Activity; expansion adoption; marketplace participation; cross-sell conversion

Monetization - Revenue per User; revenue per active carrier; incremental revenue from engagement programs; product penetration; wallet share; customer lifetime value

Qualifications

Required Experience

• 10+ years of leadership experience in growth, product engagement, digital adoption, customer success, product-led growth, marketplace strategy, or related disciplines.
• Proven success increasing adoption, retention, and monetization within a digital product, fintech platform, marketplace, or B2B SaaS environment.
• Demonstrated ability to own growth funnels, improve conversion, and translate behavioral insights into product and commercial outcomes.
• Experience leading cross-functional initiatives and influencing senior leaders across Product, Marketing, Sales, Operations, Analytics, and Finance.
• Strong analytical orientation with experience using cohort analysis, experimentation frameworks, user segmentation, funnel analytics, and executive-level performance reporting.

Preferred Backgrounds

• Growth Product Manager

• B2B SaaS Growth Leader

• Marketplace Growth Executive

• Head of Product-Led Growth

• VP of Customer Growth

• Digital Adoption Executive

Skills & Competencies

Growth Mindset - Identifies scalable growth opportunities through customer behavior, experimentation, and data-driven decision-making.

Product-Led Thinking - Understands engagement loops, activation mechanics, habit formation, feature adoption, and workflow design.

Revenue Orientation - Connects product usage and lifecycle engagement directly to monetization, retention, product penetration, and customer lifetime value.

Strategic Execution - Translates strategy into practical programs, coordinated execution, robust measurement, and executive accountability.

Analytical Excellence - Uses user analytics, experimentation, cohort analysis, and funnel performance to guide action and resource allocation.

Customer Obsession - Maintains a relentless focus on carrier needs, product friction, and experiences that drive both customer success and business growth.

Why This Role Exists

The future growth of Triumph’s carrier ecosystem will be driven not simply by acquiring more users, but by increasing the value, engagement, and monetization of existing carrier relationships. This role exists to ensure that carriers adopt more products, engage more frequently, realize more value, and ultimately make Triumph / LoadPay the primary financial and operational platform they rely on every day.

We offer Medical, Dental, Vision, Paid Time Off, 401k and much more.