VP, Digital App Channel & Lending

Purpose Financial•Greenville, SC

2d•Onsite

About The Position

The VP of Digital App Channel & Lending is Purpose Financial's commercial owner of the mobile app ecosystem across the Apple App Store and Google Play Store. This role serves as the general manager of the AdvanceOn product channel — our flagship cash advance offering — and all future app-native products. Reporting to the Chief Operations Officer, you'll hold full P&L accountability for the app channel and serve as its authoritative voice across a dynamic, cross-functional organization. This is a role for a bold commercial leader who thrives driving outcomes through influence - translating data into vision and aligning Growth, Product, Engineering, and Data Science toward shared commercial goals.

Requirements

Bachelors degree, particularly with a focus in digital strategy, finance or marketing.
7–12+ years in digital commerce, DTC, or financial services channel management; 4+ years with direct mobile app or digital channel P&L accountability
Demonstrated experience building, leading, and developing high-performing teams; track record of creating accountability structures and coaching talent in a fast-paced, matrixed environment.
Demonstrated ability to drive outcomes through influence across Growth, Product, Engineering, and Operations
Demonstrated ability to identify and drive new growth levers, challenge conventional channel approaches, and lead experimentation at scale — particularly in consumer engagement, monetization models, and acquisition strategy
Consumer lending, fintech, or nonprime financial services experience strongly preferred; EWA, cash advance, or short-term lending product experience highly preferred; subscription or membership monetization model experience a plus; experience navigating regulatory guidance on advance products a plus
App Engagement: Demonstrated expertise in DAU/MAU optimization, push notification strategy, app ratings management, and member lifecycle engagement — experience at a consumer fintech app (e.g., Brigit, Dave, MoneyLion, Earnin, Chime) strongly preferred app compliance requirements
Platform Literacy: Deep knowledge of Apple App Store and Google Play commercial ecosystems — store algorithms, billing policies, and privacy attribution; familiarity with Apple/Google lending product policies and cash advance app compliance requirements
Financial Acumen: Proven ability to manage a channel P&L; familiarity with risk-adjusted margin (RAM) frameworks a plus
Communication & Storytelling: Ability to translate channel performance data into a compelling vision that motivates cross-functional teams and aligns executive stakeholders; proven track record of presenting complex financial and operational narratives to senior leadership in a clear, persuasive manner

Nice To Haves

EWA, cash advance, or short-term lending product experience highly preferred
subscription or membership monetization model experience a plus
experience navigating regulatory guidance on advance products a plus
experience at a consumer fintech app (e.g., Brigit, Dave, MoneyLion, Earnin, Chime) strongly preferred app compliance requirements
familiarity with Apple/Google lending product policies and cash advance app compliance requirements
familiarity with risk-adjusted margin (RAM) frameworks a plus

Responsibilities

Own app channel P&L — revenue, contribution margin, channel EBITDA, forecasting, and budgeting
Lead executive reporting on channel health, risks, and opportunities
Own app ratings and review management strategy, targeting 4.7★+ to protect discoverability and brand trust
Partner with Marketing on the app trading calendar — seasonal campaigns, in-app merchandising, and push notification strategy
Define and own the mobile app commercial strategy and investment sequencing for iOS and Android
Collaborate with Product and Engineering as the primary business client on roadmap priorities
Partner with Marketing on App Store Optimization (ASO) — keyword strategy, organic discoverability, and store conversion
Own app channel funded customer volume targets and in-channel promotional execution
Own referral program P&L — bonus structure, conversion rates, and referral-driven funded volume
Collaborate with Growth on acquisition strategy, lifecycle marketing, and in-app UX performance
Own app channel performance dashboards, retention cohort tracking, and the channel KPI framework (DAU/MAU, advance take rate, re-advance rate, push notification opt-in)
Govern Apple and Google attribution frameworks and app store analytics
Partner with Data Science and Underwriting on model requirements supporting app channel experimentation and credit decisioning
Lead, develop, and retain a high-performing app channel team
Translate complex performance data into compelling narratives that align stakeholders and drive results
Champion a culture of innovation — continuously identifying new growth levers and challenging the status quo

Benefits

Competitive Wages
Health/Life Benefits
Health Savings Account plus Employer Seed
401(k) Savings Plan with Company Match
Paid Parental Leave
Company Paid Holidays
Paid Time Off including Volunteer Time
Tuition Reimbursement
Business Casual Environment
Rewards & Recognition Program
Employee Assistance Program
Office in downtown Greenville that offers free parking, onsite gym, free snacks/drinks