[Hiring] Vice President of Growth Media @H&R Block

Role Description

The Vice President, Growth Media is responsible for building and leading a world-class customer acquisition engine that drives efficient, scalable growth across the enterprise. This executive owns the strategy, planning, execution, and optimization of all paid media investments while continuously improving marketing efficiency through data-driven decision making, experimentation, and innovation.

Reporting to the Chief Marketing Officer, this leader oversees an integrated performance marketing organization responsible for acquiring new customers across multiple business units through a sophisticated omnichannel media strategy. They partner closely with Marketing Analytics, Digital Experience, GTM Strategy, Brand Strategy, Marketing Operations, Product, and agency partners to maximize growth while optimizing marketing investment.

This role is accountable for delivering measurable business outcomes - not simply media execution - including:

• Profitable customer acquisition
• Media efficiency
• Long-term customer value

Mission: Build and optimize a high-performing customer acquisition engine that efficiently acquires new customers at scale while maximizing long-term business value.

What You'll Own

• Paid Media Strategy & Investment:
  • Develop and execute enterprise paid media strategies across all customer acquisition channels, balancing long-term brand investment with short-term performance objectives.
  • Channels include:
    • Paid Search
    • Paid Social
    • Programmatic
    • Mass Media (TV, CTV, Video)
    • Out-of-Home (OOH)
    • Audio
    • Direct Mail
    • Emerging acquisition channels
• Performance Marketing:
  • Own the end-to-end customer acquisition strategy, continually improving efficiency through optimization, experimentation, and innovation.
  • Responsibilities include:
    • 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
• Search & Discoverability:
  • Lead the organization's approach to organic and AI-powered discoverability.
  • Including:
    • Enterprise SEO strategy
    • Generative Engine Optimization (GEO)
    • AI search optimization
    • Organic search growth
• Media Planning & Buying:
  • Lead annual and seasonal media planning processes that maximize business outcomes across all business units.
  • Responsible for:
    • Media investment strategy
    • Budget allocation
    • Channel mix
    • Flighting
    • Audience planning
    • Market prioritization
    • Agency planning oversight
• Measurement & Optimization:
  • Partner with Marketing Analytics to develop and continuously improve marketing effectiveness through advanced measurement.
  • Including:
    • Attribution strategy
    • Incrementality testing
    • Media Mix Modeling (MMM)
    • Experiment design
    • Performance reporting
    • Investment optimization
    • Channel performance insights
• Agency & Partner Leadership:
  • Lead relationships with external media agencies and strategic media partners.
  • Responsible for:
    • Agency strategy
    • Performance management
    • Commercial negotiations
    • Capability development
    • Innovation roadmap
    • Media partnerships
• Audience & Data Strategy:
  • Partner closely with Marketing Analytics, Lifecycle Marketing and Digital Experience to improve targeting and customer acquisition.
  • Including:
    • First-party data capture strategy
    • Audience development
    • Propensity-based targeting
    • Lead scoring strategy
    • Identity resolution
    • Personalization enablement

The Vice President will be directly accountable for delivering measurable improvements across key growth metrics, including:

• New customer growth
• Customer acquisition efficiency
• Lifetime Value to Customer Acquisition Cost (LTV:CAC)
• Cost Per New Start (CPNS)
• Marketing ROI
• Paid media performance
• Acquisition channel contribution
• Prospecting effectiveness
• Media investment efficiency
• Incremental customer acquisition
• First-party audience growth

Leadership Expectations

• 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.

Qualifications

• 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

Preferred Qualifications

• 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

• Competitive pay
• Comprehensive benefits
• Support for life both in and outside of work

Pay Range Information

The pay range for this position is listed below. Local minimum wage laws apply. This information is posted pursuant to local requirements to provide applicants with information about what they might be eligible to receive. Individual pay decisions will depend on job-related factors such as experience, education, skill, performance, and geographic location where work will be performed. Successful candidates may be able to participate in one or more incentive compensation or short-term incentive plans, which could generate additional earnings in accordance with the terms of each plan. Qualifying associates can enroll themselves and/or their eligible dependents in medical and prescription drug coverage; can participate in the H&R Block Retirement Savings Plan (401(k) Plan), the Employee Assistance Program, (virtual) fitness center programs, and the associate discount program; are automatically enrolled in Business Travel Accident Insurance; and receive Associate Tax Prep benefit.

Pay Range: $232,000.00 - $348,000.00/Yr.