VP – Growth Marketing, Engagement & Analytics
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Job Description
VP leading paid media and customer acquisition growth for H&R Block’s tax services. Driving omnichannel strategy, measurement, experimentation, and scalable marketing efficiency.
Responsibilities:
- Build and lead a world-class customer acquisition engine driving efficient, scalable enterprise growth
- Own strategy, planning, execution, and optimization of paid media investments
- Lead an integrated performance marketing organization acquiring new customers across multiple business units
- Develop and execute enterprise paid media strategies across customer acquisition channels
- Own end-to-end customer acquisition strategy through optimization, experimentation, and innovation
- Lead enterprise SEO, Generative Engine Optimization (GEO), AI search optimization, and organic search growth
- Lead annual and seasonal media planning processes
- Set media investment strategy, budget allocation, channel mix, flighting, audience planning, market prioritization, and agency planning oversight
- Partner with Marketing Analytics on attribution, incrementality testing, Media Mix Modeling, experiment design, performance reporting, investment optimization, and channel insights
- Lead external media agency and strategic media partner relationships, including commercial negotiations and innovation roadmaps
- Partner with Marketing Analytics, Lifecycle Marketing, and Digital Experience on first-party data capture, audience development, propensity targeting, lead scoring, identity resolution, and personalization
- Build a high-performing, performance-oriented growth marketing organization
- Foster experimentation, learning, continuous optimization, innovation, and cross-functional partnerships
- Deliver measurable improvements in customer growth, acquisition efficiency, LTV:CAC, CPNS, marketing ROI, paid media performance, and related growth metrics
Requirements:
- 12+ years of progressive marketing leadership experience, with significant expertise in performance marketing and customer acquisition
- Proven experience managing large-scale, multi-channel media budgets
- Deep expertise across paid search, paid social, programmatic, video, audio, direct mail, and emerging acquisition channels
- Demonstrated success improving acquisition efficiency and profitable customer growth
- Experience leading media agencies and complex external partnerships
- Strong understanding of attribution, incrementality testing, marketing mix modeling, and performance measurement
- Experience leveraging first-party data, audience segmentation, and propensity modeling to improve marketing performance
- Executive-level communication skills with the ability to influence cross-functional leaders and executive stakeholders
- Experience building and developing high-performing teams through periods of transformation and growth
- MBA or equivalent advanced business experience is preferred
Benefits:
- Medical and prescription drug coverage for associates and eligible dependents
- H&R Block Retirement Savings Plan (401(k) Plan)
- Employee Assistance Program
- (Virtual) fitness center programs
- Associate discount program
- Business Travel Accident Insurance
- Associate Tax Prep benefit
- Competitive pay
- Comprehensive benefits
- Support for life both in and outside of work
- Continuous learning
- High Performing, Connected Culture
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