Note: The job is a remote job and is open to candidates in USA. H&R Block is a tax services and financial technology company focused on helping clients and communities through human expertise and digital innovation. The Vice President, Growth Media will build and lead an enterprise-wide customer acquisition engine, overseeing paid media strategy, planning, execution, optimization, measurement, agency partnerships, and audience data strategy to drive profitable, scalable growth.
Responsibilities
- Develop and execute enterprise paid media strategies across all customer acquisition channels, balancing long-term brand investment with short-term performance objectives
- Prospecting strategy
- Audience strategy
- Media channel optimization
- Budget allocation
- Bid and investment strategy
- Creative testing in partnership with Brand
- Landing page optimization partnership with Digital Experience
- Customer acquisition forecasting in partnership with Marketing Analytics
- Lead the organization's approach to organic and AI-powered discoverability
- Enterprise SEO strategy
- Generative Engine Optimization (GEO)
- AI search optimization
- Organic search growth
- Lead annual and seasonal media planning processes that maximize business outcomes across all business units
- Media investment strategy
- Budget allocation
- Channel mix
- Flighting
- Audience planning
- Market prioritization
- Agency planning oversight
- Partner with Marketing Analytics to develop and continuously improve marketing effectiveness through advanced measurement
- Attribution strategy
- Incrementality testing
- Media Mix Modeling (MMM)
- Experiment design
- Performance reporting
- Investment optimization
- Channel performance insights
- Lead relationships with external media agencies and strategic media partners
- Agency strategy
- Performance management
- Commercial negotiations
- Capability development
- Innovation roadmap
- Media partnerships
- Partner closely with Marketing Analytics, Lifecycle Marketing and Digital Experience to improve targeting and customer acquisition
- First-party data capture strategy
- Audience development
- Propensity-based targeting
- Lead scoring strategy
- Identity resolution
- Personalization enablement
- Build a high-performing, performance-oriented growth marketing organization
- Create a culture of experimentation, learning, and continuous optimization
- Balance short-term acquisition goals with long-term customer value
- Make investment decisions grounded in data, customer insights, and measurable business impact
- Champion innovation across emerging channels, AI, automation, and marketing technology
- Develop strong partnerships across Marketing Analytics, Brand Strategy, Digital Experience, Product, Finance, and Operations to deliver integrated growth strategies
- Lead external agencies as strategic business partners while building internal capability and expertise
Skills
- 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
- Experience leading marketing for a large-scale consumer brand with significant media investment with both retail and digital experiences
- Experience building and leading high-performing media teams
- Background in retail, financial services, subscription, or high-volume customer acquisition businesses
- Experience optimizing marketing through AI, automation, and emerging marketing technologies
- Familiarity with Adobe, Google, Meta, and other enterprise marketing platforms
- MBA or equivalent advanced business experience
Benefits
- Remote work
- Qualifying associates can enroll themselves and/or their eligible dependents in medical and prescription drug coverage
- 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
Company Overview