Driver Growth Marketing Principal

Via•New York, NY

12d•$130,000 - $165,000

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, and owns candidate sourcing from awareness through initial application. The position focuses on recruiting safe, exceptional driver partners who can serve as brand and community ambassadors and help expand accessible transit.

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/Sheets, and BI tools.
Exceptional written and interpersonal communication skills, including the ability to explain complex ideas to diverse audiences.
Resourceful problem solver motivated by ownership and measurable impact.
Creative, continuous experimenter who challenges the status quo.
Customer-centric storyteller.
Proactive critical thinker with a no-task-too-small attitude who can navigate a fast-paced environment.

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 OOH, direct mail, and radio; and community-based recruiting channels.

Responsibilities

Own multi-market driver acquisition budgets across paid digital, hyper-local media, and community channels.
Monitor acquisition KPIs to increase applicant volume while reducing cost per applicant and cost per hire.
Develop positioning, messaging, and sourcing tactics to attract driver partners who demonstrate safety, service excellence, and community representation.
Design and run A/B and multivariate tests across creative messaging, audience targeting, landing pages, and referral incentives.
Create playbooks to 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 on handoffs from sourcing to onboarding.
Partner with workforce boards, community organizations, and municipal transit partners across North America on grassroots recruiting 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 insights to leadership.