Performance Marketing Principal

Via is on a mission to create public transportation systems that provide far greater access to jobs, healthcare, and education. Our platform serves as the technology backbone for modern transit networks, transforming antiquated and siloed public transportation systems into smart, data-driven, and efficient digital networks. With hundreds of agency partners around the world, Via is recognized as the leading transportation technology and service provider globally.

As a Performance Marketing Principal at Via, you will own the ridership outcomes and marketing budget for Via’s transportation services across the world. Covering both existing services and new launches, you will design the programs, campaigns, and outreach strategies to ensure that Via is serving as many riders as possible. You will use data and experimentation to optimize spend across channels, balancing acquisition and retention to maximize ridership at efficient cost. 

• Own and optimize a multi-market budget across channels (paid social, display, OOH etc.), driving efficient rider acquisition at target CAC
• Build and manage lifecycle programs and performance marketing campaigns end-to-end: audience strategy, creative briefing, launch, A/B testing, and iterative optimization
• Drive rider growth through experimentation, consistently identifying and testing new initiatives to supplement our existing acquisition and retention playbooks
• Conduct rigorous funnel analysis to pinpoint opportunities for improvement across the rider journey, from signup conversion to long-term loyalty
• Scale community-specific programs by identifying winning local tactics and developing the replicable processes and playbooks needed to deploy them in similar markets.
• Manage data reporting and dashboards, tracking key metrics to communicate clear strategies and actionable insights to both internal and external stakeholders
• Collaborate with local market teams to tailor paid strategies to market-specific dynamics

• Minimum of 6+ years of experience with significant experience managing and optimizing marketing budgets
• Hands-on experience with Meta Ads, Google Ads, and programmatic platforms; bonus for OOH or direct mail in local/geo-targeted contexts
• Strong analytical skills - comfortable in SQL, Excel/Sheets, and BI tools
• Track record of scaling marketing programs across multiple markets or geographies simultaneously
• Customer-centric storyteller with exceptional written and interpersonal communication skills, particularly in explaining complex ideas to diverse audiences
• Resourceful, a problem solver who is motivated by high levels of ownership and the opportunity to have a measurable impact
• Proactive, a critical thinker with a no-task-too-small attitude while navigating a fast-paced environment