Director of Mobility Performance Marketing

WEX•San Francisco, NY

14d

About The Position

The Director of Mobility Performance Marketing will be a pivotal leader, responsible for driving the overarching customer marketing strategy and communications for WEX’s largest business, our North American Mobility segment. This role requires a strategic thinker capable of defining a top-down approach to customer engagement, with a strong focus on maximizing the value of our existing customer base (the “backbook”) through performance marketing, experimentation at scale, and a disciplined focus on ROI . The Director acts as the central orchestrator, managing a specialized team and defining the optimal downstream channel strategy to achieve our business goals.

Requirements

Bachelor’s degree in Marketing, Business, or a related field; MBA preferred
12+ years of progressive experience in Customer Marketing, ideally with deep card portfolio management experience (financial services/technology and mobility experience a plus)
Proven track record of developing and executing successful top-down marketing strategies
Deep expertise in performance marketing, customer segmentation, and lifecycle marketing
Strong analytical skills with an ability to apply an ROI lens to marketing initiatives and translate complex data into actionable strategies.
Prior experience managing and mentoring a data-driven or analytical marketing team .
Exceptional communication and stakeholder management skills to serve as the orchestrator across various internal teams (Product, Sales, Finance, etc.)

Responsibilities

Strategic Leadership & Communication Drive and own the multi-year customer marketing strategy and communications to define the portfolio growth initiatives across the North American Mobility segment
Develop and implement a top-down strategic approach that aligns customer marketing initiatives with broader business objectives and growth targets
Act as the central orchestrator of all customer-facing marketing efforts, ensuring cohesive messaging and seamless execution across functions
Performance Marketing & Backbook Management Own the performance marketing strategy specifically focused on the Customer Backbook (existing customer base)
Develop sophisticated segmentation strategies with key cross-functional partners to identify and target high-value customer groups for retention, cross-sell, and up-sell opportunities Personalization - proven capability to leverage first and third party data to develop audience and customer level personalization strategies to deliver tailored journeys and value propositions to customers
Apply a rigorous ROI lens to all Backbook initiatives, continuously monitoring, analyzing, and optimizing campaigns for maximum return on investment Experimentation - structured experimentation and AB testing discipline (audience, channel, offer, messaging etc.) with demonstrated ability to quickly test, learn and scale insights to deliver efficiencies and ROI
Team Management & Channel Strategy Manage, mentor, and lead the dedicated marketing team , fostering an environment of continuous improvement and analytical rigor
Define and manage the downstream channel strategy (e.g., email, app, direct mail, SMS) to ensure optimal reach, engagement, and conversion for customer marketing campaigns
Command and demonstrate proven competency in utilizing core MarTech capabilities (e.g., CRM, marketing automation, content management systems, analytics platforms ) to drive measurable marketing outcomes.