Performance Marketing Principal
Senior Performance Marketing role at Via. New York · full-time · $125,000–$160,000 base.
Growth Roles summary, based on the employer's posting.
What you'll do
- Own multi-market spend across paid social, display, OOH, and other channels
- Build lifecycle and performance campaigns from audience planning through testing and optimization
- Test new acquisition and retention ideas to grow ridership efficiently
- Analyze the rider funnel and improve steps from signup conversion through loyalty
- Create local playbooks, dashboards, and updates that help scale market tactics
What you bring
- At least six years of marketing experience, including substantial budget ownership
- Hands-on ability with Meta Ads, Google Ads, and programmatic platforms; OOH or direct mail experience is a bonus
- Working fluency in SQL, Excel or Sheets, and BI tools
- A record of expanding marketing programs across multiple markets or geographies at once
- Strong written and interpersonal communication, plus clear customer-focused storytelling
Who this fits
This role suits a senior performance marketer who can own budgets, use experimentation to improve ridership, and explain complex findings clearly. You’ll work across multiple markets with local teams and need a customer-focused, resourceful approach. The listing places the full-time role in New York, United States, without stating remote, travel, or visa details.
From the employer
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 a Performance Marketing Principal at Via, you will own the ridership outcomes and marketing budget for Via’s transportation services across the world. Covering both existing services and new launches, you will design the programs, campaigns, and outreach strategies to ensure that Via is serving as many riders as possible. You will use data and experimentation to optimize spend across channels, balancing acquisition and retention to maximize ridership at efficient cost.
About the Role:
- Own and optimize a multi-market budget across channels (paid social, display, OOH etc.), driving efficient rider acquisition at target CAC
- Build and manage lifecycle programs and performance marketing campaigns end-to-end: audience strategy, creative briefing, launch, A/B testing, and iterative optimization
- Drive rider growth through experimentation, consistently identifying and testing new initiatives to supplement our existing acquisition and retention playbooks
- Conduct rigorous funnel analysis to pinpoint opportunities for improvement across the rider journey, from signup conversion to long-term loyalty
- Scale community-specific programs by identifying winning local tactics and developing the replicable processes and playbooks needed to deploy them in similar markets.
- Manage data reporting and dashboards, tracking key metrics to communicate clear strategies and actionable insights to both internal and external stakeholders
- Collaborate with local market teams to tailor paid strategies to market-specific dynamics
About You:
- Minimum of 6+ years of experience with significant experience managing and optimizing marketing budgets
- Hands-on experience with Meta Ads, Google Ads, and programmatic platforms; bonus for OOH or direct mail in local/geo-targeted contexts
- Strong analytical skills - comfortable in SQL, Excel/Sheets, and BI tools
- Track record of scaling marketing programs across multiple markets or geographies simultaneously
- Customer-centric storyteller with exceptional written and interpersonal communication skills, particularly in explaining complex ideas to diverse audiences
- Resourceful, a problem solver who is motivated by high levels of ownership and the opportunity to have a measurable impact
- Proactive, a critical thinker with a no-task-too-small attitude while navigating a fast-paced environment
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: $125,000-$160,000
- We are proud to offer a generous and comprehensive benefits package, including free medical plans, 401K matching, catered lunch on Wednesdays, and many other perks.
There has never been a more exciting time to be on the cutting edge of public mobility. Ready to join the ride?
Via is an equal opportunity employer.