Associate Principal, Rider Insights

The Associate Principal, Rider Insights at Via is responsible for executing research studies, analyzing results to inform marketing strategies, and collaborating with various teams to optimize rider engagement programs. This role significantly impacts the marketing direction and growth initiatives within the company.

Candidates for the Associate Principal, Rider Insights role at Via should have a keen interest in growth marketing, strong communication skills, and the ability to empathize with users. Proficiency in Excel and SQL is essential, while experience with data analysis, marketing, and user research is highly beneficial.

Through this role, the Associate Principal, Rider Insights aids Via's mission by shaping programs and policies that increase public transit ridership. By utilizing data-driven insights, you're directly impacting how diverse communities access transportation and improving their quality of life.

Success in the Associate Principal, Rider Insights role at Via requires strong analytical skills, a data-driven mindset, and effective communication abilities. The ability to conduct research, identify growth opportunities, and understand user needs are also critical for making impactful decisions.

In this position, the Associate Principal, Rider Insights will collaborate with a multidisciplinary team at Via, which includes engineers, data scientists, marketers, and transit experts. This diverse environment encourages innovative problem-solving and teamwork towards common goals.

When answering this question, emphasize your background in conducting both types of research. Explain the methodologies you have employed, how you engaged participants for interviews or surveys, and the outcomes that resulted from your research efforts.

Detail your experience in analyzing data sets and highlight specific tools and frameworks you’ve used. Talk about how your analytical skills have led to actionable insights that supported marketing initiatives, and provide examples of successes.

Discuss innovative techniques you've applied in previous roles, focusing on user-centric programs and feedback mechanisms. Suggest potential ways Via could expand its audience reach, grounded in data and user insights.

Provide a detailed account of a marketing experiment from inception to conclusion. Discuss your hypothesis, the execution process, analysis of results, and how those results informed future decisions.

Outline your method for prioritizing tasks, such as using project management tools, setting short- and long-term goals, and regularly assessing progress. Give examples from your experience that illustrate how this approach has benefited your workflow.

When discussing user research, highlight how it informs product features and enhancements. Talk about the processes you follow to gather user insights and how those insights are translated into actionable product recommendations.

Discuss various KPIs relevant to transit programs, such as rider growth, engagement rates, retention metrics, and conversion rates. Explain how you would track and interpret these metrics to inform future strategies.

Emphasize your ability to tailor communication styles based on the audience. Share examples that illustrate successful collaboration across diverse teams and how you keep all stakeholders informed of progress and findings.

Provide a personal perspective on Via’s vision to transform transportation. Discuss how your values align with their mission and elaborate on why you are passionate about contributing to accessible transit solutions.

Speak about your approach to diplomacy and fact-based negotiation. Highlight the importance of advocating for user data while balancing stakeholder expectations and how you would facilitate a constructive dialogue.