Vice President of Performance Marketing

Function

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.

Key Responsibilities

Strategic Leadership & Team Management

• 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.

Member Acquisition

• 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.
• Member Engagement & Growth
• 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.

Data, Analytics & Optimization

• 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.

Direct Response Content & Creative Strategy

• 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.

Cross‑Functional Collaboration

• 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.

Qualifications

• Bachelor’s degree; MBA a plus.
• 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.