VP, Direct Marketing - Customer Acquisition

BillGO, Inc.•Fort Collins, CO

About The Position

BillGO is seeking a VP, Direct Marketing – Acquisition to lead and scale our small business acquisition engine for BillGO Exchange. This role is responsible for defining and executing a multi-channel direct marketing strategy that drives efficient, measurable customer growth. Building on an established foundation, this leader will own the ongoing optimization and scaling of direct marketing channels, including email, direct mail, and digital, while advancing targeting, measurement, and vendor strategy. This role sits at the intersection of growth strategy, marketing execution, and data-driven optimization, partnering closely with business leadership, product, and engineering teams to drive performance. 💥 Why This Role Matters This role is critical because it directly drives how BillGO acquires new small business customers at scale through owned and targeted channels. By building a disciplined, data-driven direct marketing engine, this role ensures that acquisition efforts are efficient, measurable, and continuously improving. Without this role, direct marketing efforts risk being fragmented, under-optimized, or limited in scale. With it, BillGO gains a cohesive strategy and execution engine that improves targeting, increases conversion, and maximizes return on marketing investment to fuel sustainable growth.

Requirements

10+ years of experience in performance marketing or direct marketing, with a focus on acquiring consumers and/or small business at scale
Strong understanding of key customer acquisition levers (response & value) that impact economic outcome metrics like CAC and LTV/CAC
Proven track record of scaling multi-channel direct marketing programs, with expertise across email, direct mail, digital marketing
Experience building and scaling marketing teams
Experience managing martech stacks and vendor ecosystems
Strong cross-functional leadership experience

Nice To Haves

Experience in fintech, payments, banking, or lending
Familiarity with data-driven targeting, identity resolution, and addressability challenges
Ability to leverage AI tools (e.g., Claude, ChatGPT) as a force multiplier to improve speed, quality, and impact of work

Responsibilities

Acquisition Strategy & Channel Ownership Own the direct marketing acquisition strategy across channels (email, direct mail, digital, and emerging channels)
Define channel mix, investment strategy, and growth plans to drive efficient customer acquisition
Continuously evaluate and scale high-performing channels and tactics
Campaign Strategy & Execution Excellence Oversee development and execution of targeted, high-performing campaigns (segmentation, creative, messaging, CTA)
Ensure ongoing optimization of landing pages, messaging, and conversion paths
Drive a structured test-and-learn agenda across channels and campaigns
Performance Optimization & Measurement Own key acquisition metrics including CAC, LTC/CAC
Ensure all elements of the response and conversion funnel are attributed, and managed from a performance perspective
Establish and evolve measurement frameworks, attribution, and reporting
Deliver analytical insights to deliver business performance and drive continuous improvement
Data, Targeting & Addressability Lead strategy to improve lead quality, match rates, and addressability across channels
Own segmentation strategy and ensure effective use of first- and third-party data
Partner with data science teams to enhance targeting capabilities and data flows
Technology & Vendor Strategy Own martech stack and vendor ecosystem for direct marketing execution and measurement
Evaluate, select, and manage vendors to support scalability and performance
Ensure systems enable granular targeting, personalization, and accurate tracking
Cross-Functional Leadership Partner with BillGO Exchange business leadership, Product, Engineering, and other teams to align on acquisition strategy and capabilities
Ensure tight alignment between go to market execution and product experience
Build and lead a high-performing direct marketing team over time