VP, Consumer Growth Marketing

Via is on a mission to create public transportation systems that provide far greater access to jobs, healthcare, and education. Our platform serves as the technology backbone for modern transit networks, transforming antiquated and siloed public transportation systems into smart, data-driven, and efficient digital networks. With hundreds of agency partners around the world, Via is recognized as the leading transportation technology and service provider globally.

As the VP of Consumer Growth Marketing (Rider Growth) at Via, your mission will be to make public transit the mode of choice in communities around the world. You will lead a global team of marketers to spearhead rider growth, engagement, and customer insights across all markets where Via operates, including expansion efforts for Citymapper. Joining this team means leading the core of our end-user experience, building lifecycle strategy from initial launch awareness to long-term loyalty, and directly driving the revenue performance of our business.

• Lead company-wide Rider Growth and Rider Insights functions, ensuring the voice of the end-user is systematically integrated into Product, Policy, and Operations strategies.
• Optimize user acquisition, deepen market segmentation, and enhance our targeting capabilities across diverse global demographics.
• Oversee global research methodologies, ensuring robust and effective execution of quantitative and qualitative studies, including surveys, focus groups, and on-site field research.
• Architect our growth-focused MarTech stack and data infrastructure, optimizing platform connectivity, data feeds, and attribution modeling while maintaining efficiency in marketing spend.
• Partner directly with Via's buyers, including cities, transit agencies, and corporations, to design and implement localized marketing strategies and testing plans in their communities.
• Drive rigorous lifecycle testing and performance visualization, implementing data-driven experimentation frameworks across channels and building dashboards to evaluate quarterly OKR progression.
• Serve as an active member of the Marketing Leadership team, collaborating with peers on global brand initiatives while managing, inspiring, and scaling the careers of your direct reports.

• Minimum of 10+ years of experience in consumer marketing with a track record of planning and executing lifecycle strategies that drive transformative customer acquisition and business growth.
• Data and MarTech strategist with deep expertise in marketing technology, multi-channel attribution, conversion rate optimization, data visualization tools, and customer segmentation.
• Comprehensive channel expertise across the entire marketing mix including digital and offline media landscapes, backed by continuous testing.
• Customer oriented: understanding the psychology of what works and why.
• Skilled cross-functional communicator who can easily engage and align diverse stakeholders, ranging from local everyday transit riders to city agency executives and internal teams.
• Hands-on leader who combines high-level strategic vision with the technical ability to teach, troubleshoot, and execute directly across the marketing stack.
• High-agency self-starter who navigates ambiguity effectively, values collaborative cross-functional problem solving, and thrives in a fast-paced, operationally dynamic environment.