How to apply for VP, Product Marketing

About Via Transporation

Via Transportation is revolutionizing urban mobility by transforming fixed-route public transit into dynamic, on-demand networks using proprietary software. Unlike traditional ride-sharing companies, Via partners directly with cities and transit agencies to create efficient, equitable, and sustainable transportation solutions. Working here means directly impacting how millions of people move through cities worldwide.

About the role

As VP of Product Marketing at Via, you'll be responsible for crafting compelling narratives across Via's entire product portfolio (Remix, Via, and Citymapper) to differentiate them in the competitive B2B/B2G mobility software market. This role directly drives growth by enabling sales teams with effective messaging and leading product launches that resonate with city governments and transit agencies.

A typical day

You might start your day reviewing customer feedback with Product leadership to inform roadmap decisions, then spend the afternoon crafting messaging for an upcoming Remix feature launch. Later, you could be developing sales playbooks for the commercial team's upcoming meetings with transit agencies, ensuring all materials clearly communicate Via's value proposition for sustainable urban mobility.

Who Via Transporation is looking for

• Has 13+ years specifically in B2B or B2G product marketing with proven experience creating differentiated positioning for complex software products
• Demonstrates measurable business impact through improved win rates, deal velocity, or market share growth in previous roles
• Possesses deep experience partnering with Product leadership to align roadmaps with customer needs in regulated or government-adjacent sectors
• Can seamlessly transition from strategic vision-setting to hands-on execution of go-to-market plans and launch materials

Tips for this application

• Quantify your impact in previous B2B/B2G roles with specific metrics (e.g., 'increased win rate by X% through new messaging framework') rather than just listing responsibilities
• Highlight experience with multi-product portfolios and explain how you've created differentiated positioning for related but distinct products
• Demonstrate understanding of Via's unique position as both a technology provider and public transit partner, not just another mobility app
• Showcase examples of cross-functional leadership with Commercial and Product teams in complex sales cycles
• Reference Via's specific products (Remix, Via, Citymapper) and explain how you'd approach positioning each for different customer segments

What to cover in your cover letter

['Your experience creating product narratives for B2B/B2G software in regulated industries', "Specific examples of how you've enabled GTM teams with playbooks, demos, or messaging that improved measurable outcomes", 'Your approach to partnering with Product leadership to align roadmaps with market needs', "Why Via's mission of transforming public transit specifically resonates with your experience and goals"]

Research before applying

• Via's recent city partnerships and how they position themselves differently from Uber or Lyft in press materials
• The specific capabilities and target customers for each of Via's three main products (Remix, Via, Citymapper)
• Current challenges in public transportation that Via's technology addresses (equity, sustainability, efficiency)
• Competitive landscape in transit technology software and how Via differentiates

Likely interview topics

Based on the job description, expect questions about:

• How would you develop differentiated positioning for Via's three products (Remix, Via, Citymapper) that serve different customer needs?
• Describe a time you influenced product roadmap decisions based on customer feedback or market trends in a B2B/B2G context
• What metrics would you track to measure the success of product marketing initiatives in this role?
• How would you approach creating sales enablement materials for complex sales to city governments and transit agencies?
• Walk us through how you'd structure a product launch for a new feature targeting public transit planners

Common mistakes to avoid

• Focusing primarily on B2C marketing experience without emphasizing B2B/B2G aspects
• Generic marketing language without demonstrating understanding of Via's specific public transit focus
• Presenting yourself as purely strategic without showing willingness for hands-on execution in a lean team environment