Driver Growth Marketing Principal

Via•New York City, NY

11d

About The Position

Via is seeking a Driver Growth Marketing Principal to lead top-of-funnel driver acquisition and sourcing strategies across North America. The role bridges performance marketing, local brand presence, and community engagement, owning candidate sourcing from awareness through initial application. The position focuses on recruiting safe, exceptional driver partners who serve as brand and community ambassadors and help expand accessible transit. The role manages multi-market acquisition budgets across paid digital, hyper-local media, and community channels; uses experimentation and funnel analysis to improve applicant volume, conversion, retention, and cost efficiency; and builds localized sourcing programs in partnership with workforce boards, community organizations, and municipal transit partners. The principal also works with Driver Success on sourcing-to-onboarding handoffs and with analytics teams to create dashboards and report funnel insights to leadership.

Requirements

At least 6 years of growth marketing experience.
At least 3–5 years of experience managing teams and developing people.
Strong analytical skills and comfort with SQL, Excel or Sheets, and business intelligence tools.
Exceptional written and interpersonal communication skills, including the ability to explain complex ideas to diverse audiences.
Resourcefulness, problem-solving ability, ownership, and motivation to deliver measurable impact.
Creative, continuous experimentation and willingness to challenge the status quo.
Proactive critical thinking and a no-task-too-small attitude in a fast-paced environment.
Customer-centric storytelling ability.

Nice To Haves

Experience driving driver, courier, or supply acquisition in a mobility, rideshare, or delivery network, such as DoorDash, Uber, Lyft, or Instacart.
Proficiency across paid digital channels, including Meta, Google, and DSPs; hyper-local offline media, including out-of-home, direct mail, and radio; and community-based recruiting channels.

Responsibilities

Own multi-market driver acquisition budgets across paid digital channels such as Meta, Google, and programmatic media, as well as out-of-home advertising, direct mail, radio, and community channels.
Monitor acquisition KPIs and allocate spend to increase applicant volume while reducing cost per applicant and cost per hire.
Develop marketing positioning, messaging, and sourcing tactics to attract safe, high-quality driver partners who demonstrate service excellence and represent their communities.
Formulate hypotheses and run A/B and multivariate tests across creative messaging, audience targeting, landing pages, and referral incentives.
Establish sourcing playbooks that improve driver conversion, retention, and lifetime value.
Analyze driver conversion metrics across operational models to identify drop-off bottlenecks and seasonal supply constraints.
Collaborate with the Driver Success team to ensure effective handoffs from sourcing to onboarding.
Partner with workforce boards, community organizations, and municipal transit partners across North America to develop grassroots driver-get-driver initiatives, local activation events, and candidate pipelines.
Work with analytics teams to build self-serve dashboards using Tableau and AI tools, track acquisition cohort health, and report actionable funnel-efficiency insights to leadership.
Manage and develop team members.