Responsibilities

• Own the consumer acquisition strategy, growth target and investment plan, directly accountable for incremental acquisition contracts, blended customer acquisition cost and visit-to-lead conversion.
• Allocate budget across owned, organic, paid and new bets, and make the channel mix tradeoffs explicit based on contract outcomes rather than lead volume alone.
• Grow owned and organic demand — search and AI-driven discovery, content strategy, owned audiences and re-engagement of shoppers who did not convert — to build a growth engine that does not depend on paid media.
• Optimize paid demand across search, paid social, affiliates and direct mail, including targeting, bid strategy, creative testing and cost-per-lead management toward contract outcomes.
• Lead an acquisition innovation agenda that pilots new channels, markets and consumer value propositions, including entry into new Digital Vehicle Marketplace markets, and hands proven plays off to scale.
• Act as the business owner for acquisition initiatives and seasonal promotions: set the success measure, baseline and size in the brief, and make the go / no-go and scale-or-stop calls.
• Set the acquisition goal and brief for the partner teams that build and deliver the work: Digital (website, prequalification and dealer finder), Creative (campaigns and offer language), Dealer Marketing (preparing dealers before an offer reaches consumers) and Insights (sizing and measurement).
• Build, lead and develop a high-performing team across owned and organic growth, re-engagement, paid growth and acquisition innovation.
• Other duties as assigned.

Requirements

• Bachelor’s degree in Marketing, Business, or a related field, or equivalent experience.
• 10+ years of experience in consumer acquisition, growth or performance marketing, with at least 5 years in a leadership role.
• Proven track record growing consumer acquisition across owned, organic and paid channels while improving acquisition efficiency.
• Experience owning a significant marketing budget and the investment decisions behind it.
• Experience running an experimentation program and measuring incremental impact.
• Demonstrated problem solving and business judgment, with a track record of framing ambiguous problems quantitatively and making sound investment calls.
• Experience partnering with digital product, creative and analytics teams to bring acquisition initiatives from brief to launch.
• Demonstrated experience presenting to and influencing senior/executive audiences.
• Working knowledge of ad platforms, analytics, testing tools and CRM.
• Excellent written and verbal communication skills.

Preferred

• MBA or other advanced degree.
• Experience in financial services, fintech, or subprime/near-prime lending.
• Experience with marketplace, ecommerce or vehicle retailing acquisition.
• Experience marketing regulated financial products, including offer terms and disclosures.
• Experience with AI-driven search and discovery and its impact on organic acquisition.

Benefits

• Excellent benefits package that includes 401(K) match, adoption assistance, parental leave, tuition reimbursement, comprehensive medical/ dental/vision and many nonstandard benefits that make us a Great Place to Work