Role summary
Via is seeking a Driver Growth Marketing Principal to lead North American driver acquisition and sourcing strategies. This role bridges performance marketing, local brand presence, and community engagement, owning the candidate journey from awareness to application. You will manage multi-market budgets across paid digital, local media, and community channels, focusing on scaling applicant volume while reducing CPA and CPH. Key responsibilities include crafting performance marketing messaging, executing experimentation for optimization, analyzing funnel dynamics, building grassroots initiatives, and developing performance dashboards. The ideal candidate has 6+ years of growth marketing experience, strong analytical skills, and 3-5 years of people management experience.
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.
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