VP - Growth Media

About The Role
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 optimisation 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 organisation 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 maximise growth while optimising marketing investment.

This role is accountable for delivering measurable business outcomes not simply media execution including profitable customer acquisition media efficiency and long-term customer value.

Mission
Build and optimise a high-performing customer acquisition engine that efficiently acquires new customers at scale while maximising 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 optimisation, experimentation and innovation.

Responsibilities Include

Prospecting strategy

Audience strategy

Media channel optimisation

Budget allocation

Bid and investment strategy

Creative testing in partnership with Brand

Landing page optimisation partnership with Digital Experience

Customer acquisition forecasting in partnership with Marketing Analytics

Search & Discoverability
Lead the organisation's approach to organic and AI-powered discoverability.

Including

Enterprise SEO strategy

Generative Engine Optimisation (GEO)

AI search optimisation

Organic search growth

Media Planning & Buying
Lead annual and seasonal media planning processes that maximise business outcomes across all business units.

Responsible For

Media investment strategy

Budget allocation

Channel mix

Flighting

Audience planning

Market prioritisation

Agency planning oversight

Measurement & Optimisation
Partner with Marketing Analytics to develop and continuously improve marketing effectiveness through advanced measurement.

Including

Attribution strategy

Incrementality testing

Media Mix Modelling (MMM)

Experiment design

Performance reporting

Investment optimisation

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

Personalisation 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 efficiencyIncremental 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 optimisation.

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.

Required 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, programmematic, 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 modelling and performance measurement

Experience leveraging first-party data, audience segmentation and propensity modelling 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 optimising marketing through AI, automation and emerging marketing technologies

Familiarity with Adobe, Google, Meta and other enterprise marketing platforms

MBA or equivalent advanced business experience

Why work for us
At H&R Block, our purpose is simple: to provide help and inspire confidence in our clients and communities everywhere. For more than 70 years, we’ve led the tax industry and we continue to evolve through our Block Next strategy, blending human expertise with digital innovation.

That same commitment to care extends to our associates. When you join us, you become part of a High Performing, Connected Culture built on strong relationships, continuous learning and a shared commitment to making a meaningful impact. We invest in your well‐being through competitive pay, comprehensive benefits and 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.

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