Vice President of Performance Marketing

We are seeking a strategic, data‑driven VP of Performance Marketing to lead our end‑to‑end member acquisition, engagement, and retention strategy. This leader oversees Member Acquisition and Member Engagement & Lifecycle marketing to deliver integrated campaigns that grow membership, deepen product usage and adoption, and build long‑term loyalty and retention. Reporting to the CMO, this role partners cross‑functionally to influence the full member journey and drive measurable business impact.

• Lead a team including:
  Member Growth Lead, Member Acquisition Lead, and two Direct Response Content Specialists.
• Own and evolve the overall performance marketing strategy, aligning tightly with business goals, product strategies, and customer needs.
• Set strategic roadmap and KPIs for acquisition, onboarding, lifecycle marketing, and retention.
• Create and manage multi‑channel personalization strategies to drive engagement and conversion with prospects and members.
• Partner closely with Product and Finance leads to designate product lifetime value and identify campaign opportunities that support business plan objectives.
• Foster ongoing alignment across Marketing, Product, Digital, Analytics, and Finance to ensure efficient activation of sales channels.

• Develop strategy for acquiring high‑quality members through paid media, SEO, AEO, landing page optimization, and other targeted outreach. Partner with Digital and Media teams for planning and implementation.
• Be accountable for driving qualified leads into the account opening process.
• Support Digital team in optimization of conversion funnels from awareness through activation.
• Manage acquisition budgets and guide decisions using CAC, ROAS, and LTV insights.

• Oversee multi‑channel lifecycle programs that boost product adoption, engagement, and retention.
• Ensure personalization via CDP/CRM data and behavioral triggers.
• Align lifecycle communications with product and in‑app experiences to deliver a cohesive journey.

• Build measurement frameworks across acquisition, engagement, satisfaction, and retention.
• Use segmentation, A/B testing, and cohort analysis to guide priorities and optimize performance.
• Communicate insights and recommendations to executive stakeholders.

• Guide direct response content ensuring clarity, trust, and conversion‑focused messaging.
• Maintain consistent brand and tone across acquisition and lifecycle channels, applying Brand and Messaging guidelines and collaborating with Marketing Communications team.
• Support scalable content systems for personalized multi‑channel messaging, including the potential application of AI tools.

• Partner with Product, Digital, Insights & Analytics, Finance, and Retail teams to improve end‑to‑end campaign journeys.
• Ensure all communications meet compliance and regulatory standards.

• 8‑12+ years in growth, lifecycle, CRM, or performance marketing (financial services/fintech preferred).
• Demonstrated success leading acquisition and retention teams.
• Strong expertise in Martech, analytics, CDPs, ESPs, and data‑driven personalization.
• Excellent leadership, communication, and cross‑functional collaboration skills.
• Bachelor’s degree; MBA a plus.

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities

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