Application Guide
How to Apply for Performance Marketing Principal
at Via Transporation
🏢 About Via Transporation
Via is transforming the way people move by building technology that powers efficient, affordable, and sustainable transit networks globally. As a leader in the mobility space, Via partners with cities and transit agencies to optimize public transportation, making a tangible impact on urban life. Working here means joining a mission-driven team at the forefront of reshaping global transport systems.
About This Role
As the Performance Marketing Principal, you will own the growth strategy for rider acquisition across multiple markets, managing a substantial budget and leading lifecycle programs. Your work will directly drive user growth and retention, making you a key player in Via's expansion. You'll have the opportunity to experiment with cutting-edge channels and analytics to optimize the rider journey at scale.
💡 A Day in the Life
A typical day might start by reviewing performance dashboards across markets, identifying anomalies in CAC or conversion. You'd then collaborate with creative teams on new ad concepts, run SQL queries to analyze recent experiments, and lead a cross-functional meeting to align on lifecycle campaign strategies. Afternoons could involve diving into a new market's data to refine targeting, and ending the day with a test plan for the next week's campaigns.
🚀 Application Tools
🎯 Who Via Transporation Is Looking For
- A data-driven marketer with 6+ years of experience, including hands-on management of multi-million dollar performance marketing budgets across paid social, display, and programmatic channels.
- Proficient in SQL and BI tools (e.g., Looker, Tableau) to conduct deep funnel analysis and derive actionable insights, with a proven track record of scaling campaigns across multiple geographies.
- Experienced in lifecycle marketing (email, push, etc.) and adept at A/B testing to optimize conversion and retention, with a bias for experimentation.
- A creative problem-solver who thrives in a fast-paced, remote-first environment and has experience with local/geo-targeted marketing (OOH, direct mail) as a plus.
📝 Tips for Applying to Via Transporation
In your resume, quantify your impact: e.g., 'Managed $5M annual budget, reduced CAC by 20% while scaling to 3 new markets.' Use numbers to showcase your budget ownership and results.
Highlight your SQL proficiency explicitly—mention specific queries or analyses you've done (e.g., cohort analysis, funnel conversion) in your experience or projects.
Tailor your cover letter to address the multi-market aspect: describe how you've adapted campaigns for different geographies or cultures, and mention any experience with local targeting.
If you have any experience with OOH or direct mail in a local context, be sure to include it, even if it's a side project—it's a bonus they're looking for.
Since the role is remote, emphasize your ability to work independently and communicate effectively across time zones. Provide examples of remote collaboration in your previous roles.
✉️ What to Emphasize in Your Cover Letter
["Emphasize your hands-on expertise with Meta and Google Ads, and how you've used them to drive efficient acquisition while managing large budgets.", 'Demonstrate your analytical rigor with a specific example of how you used SQL and BI tools to uncover a funnel bottleneck and improved conversion.', 'Showcase your experience scaling programs across multiple markets, detailing how you tailored strategies to local nuances and achieved growth.', "Express your passion for sustainable transportation and Via's mission to transform transit systems—show that you're not just a marketer but someone who cares about the product's impact."]
Generate Cover Letter →🔍 Research Before Applying
To stand out, make sure you've researched:
- → Read Via's blog and newsroom to understand their recent partnerships and expansions—this will give you context for their growth areas and challenges.
- → Review Via's technology and products (e.g., Via for Public Transit, Via Paratransit) to understand how they differentiate from competitors like Uber or Lyft in the B2G space.
- → Look up case studies or press releases about Via's impact in specific cities to get a sense of their metrics and the value they bring to communities.
- → Familiarize yourself with the public transit industry's current trends, such as microtransit, and how Via is positioned in that landscape.
💬 Prepare for These Interview Topics
Based on this role, you may be asked about:
⚠️ Common Mistakes to Avoid
- Avoid submitting a generic cover letter that doesn't mention Via or the specific role—this will show a lack of genuine interest.
- Don't underestimate the importance of SQL and analytics; if you're not strong in SQL, brush up on basics before applying, and be honest about your level.
- Avoid focusing only on acquisition; the role also involves lifecycle and retention. Show that you understand the full funnel and can drive loyalty.
📅 Application Timeline
This position is open until filled. However, we recommend applying as soon as possible as roles at mission-driven organizations tend to fill quickly.
Typical hiring timeline:
Application Review
1-2 weeks
Initial Screening
Phone call or written assessment
Interviews
1-2 rounds, usually virtual
Offer
Congratulations!
Ready to Apply?
Good luck with your application to Via Transporation!