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Rider Growth - Associate and Principal
This team at Via is looking for two different profiles - one that’s pre-MBA (Associate) and one that’s post-MBA (Principal). More details below, but get in touch if you’re excited about either one!
Why this is a great job
Analyze and execute at a company that prides itself on hiring only the best. This role will give you the skills and experience you need to lead in a range of different roles.
The nitty gritty
About Via
Via is re-engineering public transit, from a regulated system of rigid routes and schedules to a fully dynamic, on-demand network. Via’s mobile app connects multiple passengers who are headed the same way, allowing riders to seamlessly share a dynamically-routed vehicle. First launched in New York City in September 2013, the Via platform operates in New York City, Chicago, and Washington DC, and in London and Amsterdam through ViaVan, its joint venture with Mercedes-Benz Vans. Via also licenses its revolutionary on-demand transit technology to transportation players globally.
About the role
As part of the rider growth team you will collaborate with a multi-disciplinary team of data scientists, engineers, and marketing specialists. You will work on large and complex data sets to understand the behavior of Via’s end users, rigorously develop and implement strategies for efficient customer acquisition and retention, and help design and prototype analytical and operational tools that will support Via’s growth at scale.
Responsibilities
Own core growth KPIs (activation, conversion, engagement) in one or several of Via’s consumer markets
Design innovative engagement tactics and campaigns; oversee creation and implementation of new features, promotions, and online and offline marketing campaigns
Lead a team of analysts, engineers, and communication specialists to execute initiatives
Collaborate with product and engineering teams to optimize usability, virality, and engagement of Via’s mobile application
Team and culture
You'll be working a lot with the head of the SVP Growth Ori as well as other folks on the team such as Arielle (Growth Principal). Ori is former Mckinsey and thus the team hires generalists who are smart, strategic, analytical thinkers. They are smart, driven and are very operationally focused. There is a culture around "getting shit done" and testing that pervades throughout the organization. Via prides itself on the data science team and being extremely analytically-driven in decision making across the organization. Given the importance on dynamic driver routes, pricing, etc. it's been key in allowing them to stay competitive with Uber and Lyft.
Role and function
Growth @ Via is all about user acqusiition, retention, and conversion. However, when you think of growth, it's not typical "marketing." It's not just running social media campaigns and certainly not putting together a brand strategy. It's digging into large quantities of data that span across hundreds of millions of target users. It's about segmenting the populations into groups, testing various campaigns and then most importantly, understanding how those strategies translate through across the strategic vision of the organization.
The Growth team owns how Via as a whole thinks through building the business, entering new markets, and improving profitability (deeply tied to ROI of customer acquisition channels).
Career path
This is the type of function where you'll learn the skills required in any B2C business. Consumer businesses live and die by growth and the ROI across user acquisition. This will allow the individual to bring analytical rigor to the GTM function of consumer businesses. In fact, it's a requirement if you want to be an operational leader within a consumer business. Typical career trajectory would go toward COO, Head of Biz Ops, CMO, or GM for consumer business.
Associate requirements
Independent, enterprising, self-starter who is comfortable taking on a high level of responsibility
Data-driven, meticulous, and detail-oriented, with a thorough understanding of key growth metrics and statistics
Strong engineering background a plus - proficiency with Python, R, SQL, JavaScript or similar languages is preferred.
Good communicator who thrives in a collaborative environment
Always thinking strategically and creatively about ways to hook customer
Exceptional academic record
Prior entrepreneurial experience and/or leadership a plus
Principal requirements
4-7 years of experience in growth marketing, product management, or strategy roles
Independent, enterprising, self-starter who is comfortable taking on a high level of responsibility
Data-driven, meticulous, and detail-oriented, with a thorough understanding of key growth metrics and statistics
Strong analytical skills: proficient in SQL, Tableau or equivalent; proficiency in Python or other scripting languages is preferred
Good communicator who thrives in a collaborative environment
Bachelor’s degree with a high level of academic achievement
MBA and/or prior entrepreneurial experience is a plus
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