VP - Growth Media

H&R Block; Missouri; On-site; USD 232,000 - 348,000; Full time

Benefits offered by this job

Medical and prescription drug coverage

401(k) Plan

Life Insurance

Fitness center programs

Associate discount program

Job summary

H&R Block seeks a visionary VP of Growth Media to build and lead our customer acquisition engine across paid and organic channels. You will own strategy, planning, and optimization with a focus on efficiency, experimentation, and measurable value.

Reporting to the CMO, you’ll guide an integrated performance marketing team, partner with analytics, experience, and product, and drive long-term customer value while balancing brand investment with immediate performance.

Qualifications

• 12+ years of progressive marketing leadership experience with performance marketing and customer acquisition.
• Proven experience managing large-scale, multi-channel media budgets.
• Strong expertise in attribution, incrementality testing, MMM and performance measurement.

Responsibilities

• Develop and execute enterprise paid media strategies across all acquisition channels.
• Lead media planning, buying and budget allocation across business units.
• Oversee organic and AI-powered discoverability and GEO initiatives.

Skills

Performance marketing

Executive leadership

Multi-channel media

Attribution & MMM

Cross-functional collaboration

Education

MBA or equivalent

Tools

Adobe

Google

Meta

Enterprise marketing platforms

Job description

About The Role

The Vice President, Growth Media is responsible for building and leading a world-class customer acquisition engine that drives efficient, scalable growth across the enterprise. This executive owns the strategy, planning, execution and optimisation of all paid media investments while continuously improving marketing efficiency through data-driven decision making, experimentation and innovation.

Reporting to the Chief Marketing Officer, this leader oversees an integrated performance marketing organisation responsible for acquiring new customers across multiple business units through a sophisticated omnichannel media strategy. They partner closely with Marketing Analytics, Digital Experience, GTM Strategy, Brand Strategy, Marketing Operations, Product and agency partners to maximise growth while optimising marketing investment.

This role is accountable for delivering measurable business outcomes not simply media execution including profitable customer acquisition media efficiency and long-term customer value.

Mission

Build and optimise a high-performing customer acquisition engine that efficiently acquires new customers at scale while maximising long-term business value.

What You’ll Own

Paid Media Strategy & Investment

Develop and execute enterprise paid media strategies across all customer acquisition channels, balancing long-term brand investment with short-term performance objectives.

Channels Include

• Paid Search
• Paid Social
• Programmatic
• Mass Media (TV, CTV, Video)
• Out-of-Home (OOH)
• Audio
• Direct Mail
• Emerging acquisition channels

Performance Marketing

Own the end-to-end customer acquisition strategy, continually improving efficiency through optimisation, experimentation and innovation.

Responsibilities Include

• Prospecting strategy
• Audience strategy
• Media channel optimisation
• Budget allocation
• Bid and investment strategy
• Creative testing in partnership with Brand
• Landing page optimisation partnership with Digital Experience
• Customer acquisition forecasting in partnership with Marketing Analytics

Search & Discoverability

Lead the organisation's approach to organic and AI-powered discoverability.

Including

• Enterprise SEO strategy
• Generative Engine Optimisation (GEO)
• AI search optimisation
• Organic search growth

Media Planning & Buying

Lead annual and seasonal media planning processes that maximise business outcomes across all business units.

Responsible For

• Media investment strategy
• Budget allocation
• Channel mix
• Flighting
• Audience planning
• Market prioritisation
• Agency planning oversight

Measurement & Optimisation

Partner with Marketing Analytics to develop and continuously improve marketing effectiveness through advanced measurement.

Including

• Attribution strategy
• Incrementality testing
• Media Mix Modelling (MMM)
• Experiment design
• Performance reporting
• Investment optimisation
• Channel performance insights

Agency & Partner Leadership

Lead relationships with external media agencies and strategic media partners.

Responsible For

• Agency strategy
• Performance management
• Commercial negotiations
• Capability development
• Innovation roadmap
• Media partnerships

Audience & Data Strategy

Partner closely with Marketing Analytics, Lifecycle Marketing and Digital Experience to improve targeting and customer acquisition.

Including

• First-party data capture strategy
• Audience development
• Propensity-based targeting
• Lead scoring strategy
• Identity resolution
• Personalisation enablement

The Vice President will be directly accountable for delivering measurable improvements across key growth metrics, including:

• New customer growth
• Customer acquisition efficiency
• Lifetime Value to Customer Acquisition Cost (LTV:CAC)
• Cost Per New Start (CPNS)
• Marketing ROI
• Paid media performance
• Acquisition channel contribution
• Prospecting effectiveness
• Media investment efficiencyIncremental customer acquisition
• First-party audience growth

Leadership Expectations

• Build a high-performing, performance-oriented growth marketing organization.
• Create a culture of experimentation, learning and continuous optimisation.
• Balance short-term acquisition goals with long-term customer value.
• Make investment decisions grounded in data, customer insights and measurable business impact.
• Champion innovation across emerging channels, AI, automation and marketing technology.
• Develop strong partnerships across Marketing Analytics, Brand Strategy, Digital Experience, Product, Finance and Operations to deliver integrated growth strategies.
• Lead external agencies as strategic business partners while building internal capability and expertise.

Required Qualifications

• 12+ years of progressive marketing leadership experience, with significant expertise in performance marketing and customer acquisition
• Proven experience managing large-scale, multi-channel media budgets
• Deep expertise across paid search, paid social, programmematic, video, audio, direct mail and emerging acquisition channels
• Demonstrated success improving acquisition efficiency and profitable customer growth
• Experience leading media agencies and complex external partnerships
• Strong understanding of attribution, incrementality testing, marketing mix modelling and performance measurement
• Experience leveraging first-party data, audience segmentation and propensity modelling to improve marketing performance
• Executive-level communication skills with the ability to influence cross-functional leaders and executive stakeholders
• Experience building and developing high-performing teams through periods of transformation and growth

Preferred Qualifications

• Experience leading marketing for a large-scale consumer brand with significant media investment with both retail and digital experiences
• Experience building and leading high-performing media teams
• Background in retail, financial services, subscription or high-volume customer acquisition businesses
• Experience optimising marketing through AI, automation and emerging marketing technologies
• Familiarity with Adobe, Google, Meta and other enterprise marketing platforms
• MBA or equivalent advanced business experience

Why work for us

At H&R Block, our purpose is simple: to provide help and inspire confidence in our clients and communities everywhere. For more than 70 years, we’ve led the tax industry and we continue to evolve through our Block Next strategy, blending human expertise with digital innovation.

That same commitment to care extends to our associates. When you join us, you become part of a High Performing, Connected Culture built on strong relationships, continuous learning and a shared commitment to making a meaningful impact. We invest in your well‐being through competitive pay, comprehensive benefits and support for life both in and outside of work.

Pay Range Information

The pay range for this position is listed below. Local minimum wage laws apply. This information is posted pursuant to local requirements to provide applicants with information about what they might be eligible to receive. Individual pay decisions will depend on job-related factors such as experience, education, skill, performance and geographic location where work will be performed. Successful candidates may be able to participate in one or more incentive compensation or short-term incentive plans, which could generate additional earnings in accordance with the terms of each plan. Qualifying associates can enroll themselves and/or their eligible dependents in medical and prescription drug coverage; can participate in the H&R Block Retirement Savings Plan (401(k) Plan), the Employee Assistance Program, (virtual) fitness center programs, and the associate discount program; are automatically enrolled in Business Travel Accident Insurance; and receive Associate Tax Prep benefit.

Pay Range

$232,000.00 - $348,000.00/Yr.