How to apply for VP, Consumer Growth Marketing

About Via Transporation

Via Transportation is revolutionizing global transport systems by leveraging cutting-edge software to make them more efficient, affordable, and sustainable. As a remote-first company with a mission-driven culture, you'll have the opportunity to impact millions of riders worldwide while working with a diverse, innovative team.

About the role

As VP of Consumer Growth Marketing, you'll lead the Rider Growth and Rider Insights functions, ensuring the end-user voice shapes Product, Policy, and Operations. You'll drive user acquisition, deepen market segmentation, and enhance targeting across global demographics, directly influencing Via's expansion and rider satisfaction.

A typical day

A typical day might involve reviewing growth metrics and attribution reports in the morning, then meeting with Product and Policy teams to align on rider insights. Afternoons could include overseeing a global survey rollout or evaluating new MarTech vendors, followed by a strategy session with regional marketing leads.

Who Via Transporation is looking for

• A data-driven marketing leader with 10+ years in consumer marketing, specifically experienced in lifecycle strategies that drive transformative customer acquisition and business growth.
• A MarTech strategist with deep expertise in marketing technology, multi-channel attribution, conversion rate optimization, and customer segmentation.
• A global thinker comfortable with diverse demographics, able to oversee research methodologies including quantitative studies, surveys, focus groups, and on-site field research.
• A builder who can architect a growth-focused MarTech stack, optimizing data feeds, platform connectivity, and attribution modeling.

Tips for this application

• Highlight specific examples of lifecycle strategies you've executed that drove measurable user acquisition and growth, with metrics.
• Showcase your MarTech stack architecture experience, including tools used and how you optimized data connectivity and attribution.
• Emphasize global experience—mention specific regions or demographics you've worked with and how you adapted strategies.
• Demonstrate how you've integrated end-user insights into product or policy decisions, not just marketing.
• Tailor your resume to include quantitative and qualitative research oversight, such as surveys, focus groups, or field research.

What to cover in your cover letter

["Your passion for transforming transportation and making it sustainable/affordable, aligning with Via's mission.", 'Proven track record of driving user acquisition and growth through lifecycle marketing, with concrete results.', 'Expertise in MarTech and data infrastructure, especially in building systems for attribution and segmentation.', 'Your ability to lead cross-functional teams (Product, Policy, Operations) by championing the end-user voice.']

Research before applying

• Read Via's case studies on their website to understand their impact in different cities and modes (e.g., microtransit, paratransit).
• Research Via's recent partnerships or expansions to grasp their growth trajectory and target markets.
• Look into Via's technology platform (e.g., ViaVan, Remix) to understand how their software integrates with rider and operator needs.
• Check news articles or interviews with Via's leadership to understand their vision and culture.

Likely interview topics

Based on the job description, expect questions about:

• How would you approach improving user acquisition in a new global market with limited data?
• Describe a time you used qualitative research to inform a product or policy change that improved rider growth.
• Walk us through your ideal MarTech stack for a global mobility company—what tools and how would they connect?
• How do you balance short-term growth tactics with long-term brand building in a regulated transport industry?
• Tell us about a time you leveraged attribution modeling to optimize marketing spend across channels.

Common mistakes to avoid

• Avoid generic marketing language—focus on lifecycle strategies and data-driven growth, not just brand campaigns.
• Don't overlook the global aspect; failing to mention experience or interest in diverse demographics can hurt your application.
• Don't ignore the MarTech architecture part—this role expects you to build systems, not just use them. Show you can design.