VP of Growth Marketing

The VP of Growth Marketing at Via is responsible for leading rider growth efforts and insightful analysis across global markets. This includes setting quarterly goals, optimizing performance, and implementing innovative marketing strategies to enhance rider engagement. The role also involves managing research methodologies, collaborating with city buyers, and overseeing the MarTech stack to ensure effective campaigns.

To qualify for the VP of Growth Marketing role at Via, candidates should have a minimum of 10 years of experience in consumer marketing - particularly in creating and executing transformative strategies. Strong skills in data analytics, marketing technology and a deep understanding of customer behavior are essential, paired with excellent communication abilities and a collaborative leadership style.

The VP of Growth Marketing plays a pivotal role at Via by ensuring that public transit becomes the preferred choice for communities. By leading efforts to understand rider needs and integrating feedback into marketing strategies, this position is key to optimizing rider engagement and achieving sustainable growth.

Knowledge of the MarTech stack for the VP of Growth Marketing at Via involves understanding the data infrastructure that enables effective marketing initiatives. This includes proficiency in data visualization tools, multi-channel attribution, and customer segmentation, which are vital for executing seamless marketing strategies and analyzing performance metrics.

The VP of Growth Marketing would be leading a diverse team of marketing professionals at Via, focused on rider growth and insights. This role naturally requires mentoring and inspiring team members, encouraging collaborative efforts and fostering an environment conducive to personal and professional development.

To prioritize marketing efforts, it’s essential to analyze current performance data against set objectives. Focus on initiatives that align most closely with strategic goals, while remaining adaptable to emerging opportunities. Highlight your experience in agile methodology and decision-making processes efficiency.

Detail a specific campaign, emphasizing the goals, strategies implemented, and the measurable outcomes that resulted. Discuss how you leveraged data analytics for continuous improvement and adapted your approach to reflect real-time market responses, showing your effectiveness as a leader.

You could discuss mechanisms like surveys, focus groups, and direct rider feedback as tools you would implement to gather insights. Emphasize your commitment to being customer-centric and how you would advocate for rider needs in cross-functional discussions.

Share your background in using various MarTech solutions and data analytics tools for performance measurement and campaign optimization. Provide examples of how you have used data-driven decisions to influence marketing strategies in prior roles.

Explain the key metrics you consider, emphasizing data analysis and ongoing performance reviews. Touch on importance of setting specific KPIs aligned with business objectives, and how this data informs adjustments to enhance effectiveness.

Discuss your leadership philosophy, focusing on mentorship and fostering growth within your team. Mention techniques you use to encourage collaboration, innovation, and open communication among team members.

Highlight that data is crucial in understanding customer behavior, optimizing campaigns, and guiding strategic decisions. Deglaze your answer with examples of how you have effectively used data to drive impactful marketing strategies in your previous roles.

Propose a multi-faceted approach, including personalized marketing, community engagement initiatives, and ongoing feedback collection. Stress the importance of adapting strategies based on rider insights for continuous improvement.

Illustrate how you would initiate regular communication with other departments like Product and Operations to align on key initiatives. Emphasize a collaborative mindset necessary for achieving overarching organizational goals.

Acknowledge potential challenges like navigating diverse market landscapes and competition, while emphasizing your proactive approach to address these uncertainties through strategic planning and agile responses.