How to apply for Consumer Growth Marketing Associate

About Via Transporation

Via Transportation is unique because it's not just a ride-sharing company but a technology platform transforming public transportation systems globally. They partner with hundreds of government agencies to create smart, data-driven transit networks that increase access to jobs, healthcare, and education. Working at Via means contributing to sustainable urban mobility solutions with measurable social impact.

About the role

As a Consumer Growth Marketing Associate at Via, you'll design and execute marketing programs that connect riders to transportation services across multiple channels including paid social, out-of-home, and lifecycle communications. This role is impactful because you'll directly shape initiatives from ideation to measurement, improving transportation outcomes for partner agencies and the communities they serve.

A typical day

A typical day might involve analyzing rider segmentation data to refine marketing strategies, collaborating with partner teams to optimize campaign performance across channels, and designing experiments to test new growth initiatives. You'll balance strategic planning with hands-on execution, ensuring marketing efforts directly support Via's mission of improving transportation access.

Who Via Transporation is looking for

• Has experience building end-to-end lifecycle marketing programs based on quantitative and qualitative research
• Demonstrates expertise in multi-channel marketing optimization with specific experience in paid social and out-of-home campaigns
• Shows a track record of driving growth through experimentation and A/B testing methodologies
• Understands how to tailor strategies to specific customer segments and use cases in transportation or mobility services

Tips for this application

• Highlight specific experience with transportation, mobility, or public sector marketing campaigns in your resume
• Quantify your impact on rider/user growth metrics in previous roles, not just marketing KPIs
• Research Via's current agency partners and mention specific markets where you could contribute to growth
• Demonstrate understanding of both B2C marketing and B2B2C dynamics (since Via serves both riders and agency partners)
• Include examples of how you've used data to optimize marketing strategies for specific customer segments

What to cover in your cover letter

['Your experience with lifecycle marketing programs and how they drive user adoption', 'Specific examples of multi-channel campaign optimization, particularly in paid social or out-of-home', "Understanding of Via's mission to improve transportation access and how marketing supports this goal", "Experience with experimentation frameworks and how you've used testing to drive growth"]

Research before applying

• Study Via's current agency partnerships and service areas to understand their market footprint
• Research the specific transportation challenges in different cities where Via operates
• Review Via's public case studies on how they've transformed transit systems for partner agencies
• Understand the competitive landscape of mobility-as-a-service and how Via differentiates

Likely interview topics

Based on the job description, expect questions about:

• Walk me through how you would design a lifecycle program for a new transportation service launch
• How would you approach segmenting riders for different marketing strategies based on use cases?
• Describe a time you optimized a multi-channel campaign and the specific metrics you tracked
• What experimentation frameworks have you used to test new growth initiatives?
• How do you balance B2C marketing goals with the needs of Via's agency partners?

Common mistakes to avoid

• Focusing only on B2C marketing experience without acknowledging the B2B2C nature of Via's business model
• Presenting generic marketing strategies without tailoring to transportation/mobility specifics
• Failing to demonstrate how marketing efforts connect to Via's social impact mission of increasing access