Job Description
Title: Director, User Acquisition
Location: United States
Type: Full Time Non-Exempt
Workplace: remote
Category: Marketing
JobDescription:
Dave is one of the leading US neobanks and a pioneer in financial services, using disruptive technology to provide best in class banking services to millions of members at a fraction of the cost compared to incumbents. The anchor of our banking value proposition, ExtraCash, provides up to $500 of short term, interest free advances to members within minutes of joining. The speed to value, access and pricing of ExtraCash compared to traditional overdraft sets us apart from incumbents and is a key to our strategy to efficiently acquire transacting Dave debit card members.
We are looking for a Director, User Acquisition, who will drive member growth with a sharp focus on long-term value, return on investment, and optimal ad spend efficiency. You’ll own the entire top of funnel user acquisition strategy and execution leveraging data analytics and consumer insights to build a large scale, profitable and durable user acquisition engine, all while supporting our brand awareness efforts.
What you’ll do:
- Strategically develop and manage a comprehensive growth strategy, optimizing for Lifetime Value (LTV), Return on Investment (ROI), and Return on Ad Spend (ROAS).
- Take charge of the user acquisition funnel, including targeting, segmentation, ad creative strategy, performance analysis, and campaign optimization.
- Innovate across the customer journey, testing new initiatives in acquisition and engagement tactics, messaging and channel diversification and optimization, and utilizing marketing channels, product features, and partnerships.
- Craft and execute an SEO strategy that encompasses editorial, programmatic, and technical aspects to drive growth.
- Establish a performance framework to analyze channel and campaign performance, providing actionable insights for decision-making and strategic planning.
- Collaborate with cross functional teams to support go-to-market initiatives, forecasting, and effectively communicate results to leadership.
- Work with the Data team to derive insights across various tools such as LTV prediction, Multi-Touch Attribution (MTA), and Media Mix Modeling (MMM).
- Refine media mix and marketing attribution models for optimal resource allocation and full-funnel performance management across digital channels, linear and streaming TV and OOH channels.
- Foster cross-functional partnerships with product, design and engineering teams to enhance user experiences and marketing efficacy.
- Coordinate with the creative team for content and asset development to boost performance and brand image.
- Build and maintain relationships with external partners, including ad networks, creative agencies, and influencers, for campaign optimization.
- Stay abreast of industry trends, best practices, and emerging technologies for continuous growth and innovation.
What you’ll need:
- Experience & Background: At least 8 years leading development, planning, and execution of paid mobile growth strategies and initiatives, preferably in a high-growth B2C environment.
- People Management: Proven experience in managing a User Acquisition/Growth or Marketing team, with a focus on mentoring and developing high-performing teams.
- Budget Management: Experience managing significant user acquisition budgets, preferably of at least $40 million per year.
- Analytical Skills: Expertise in a highly analytical role, with the ability to navigate uncertainty, manage risks, and make data-driven decisions.
- Data Analytics Tools: Strong understanding and experience with analytics and data visualization tools such as Tableau, Google Analytics, or similar platforms to inform and drive decision-making.
- Performance Forecasting: The ability to build, evaluate, and forecast campaign performance, and presenting insights and strategies to leadership teams.
- Communication: Excellent communication skills with the ability to articulate complex strategies to diverse stakeholders.
- Digital Marketing Expertise: In-depth knowledge of various digital marketing channels and strategies, including SEO, SEM, social media advertising, content marketing, and emerging digital trends.
- Cross-Functional Collaboration: Experience working closely with cross-functional teams, including data, finance, product, and engineering, to enhance user acquisition strategies and improve overall marketing effectiveness.
- Innovative Mindset: A passion for staying up-to-date with industry trends, best practices, and emerging technologies, with a proven record of implementing innovative marketing strategies.