VP, Direct Marketing - Customer Acquisition

Job DetailsJob Location: Fort Collins, CO 80528Position Type: Full TimeSalary Range: $172,800.00 - $262,700.00 SalaryTravel Percentage: NegligibleJob Shift: DayVP, Direct Marketing – Acquisition   BillGO is seeking a VP, Direct Marketing – Acquisition to lead and scale our small business acquisition engine for BillGO Exchange. This role is responsible for defining and executing a multi-channel direct marketing strategy that drives efficient, measurable customer growth.  Building on an established foundation, this leader will own the ongoing optimization and scaling of direct marketing channels, including email, direct mail, and digital, while advancing targeting, measurement, and vendor strategy. This role sits at the intersection of growth strategy, marketing execution, and data-driven optimization, partnering closely with business leadership, product, and engineering teams to drive performance.    💥 Why This Role Matters  This role is critical because it directly drives how BillGO acquires new small business customers at scale through owned and targeted channels. By building a disciplined, data-driven direct marketing engine, this role ensures that acquisition efforts are efficient, measurable, and continuously improving.  Without this role, direct marketing efforts risk being fragmented, under-optimized, or limited in scale. With it, BillGO gains a cohesive strategy and execution engine that improves targeting, increases conversion, and maximizes return on marketing investment to fuel sustainable growth.    🚀 What You’ll Do  Acquisition Strategy & Channel Ownership  Own the direct marketing acquisition strategy across channels (email, direct mail, digital, and emerging channels)   Define channel mix, investment strategy, and growth plans to drive efficient customer acquisition   Continuously evaluate and scale high-performing channels and tactics     Campaign Strategy & Execution Excellence  Oversee development and execution of targeted, high-performing campaigns (segmentation, creative, messaging, CTA)   Ensure ongoing optimization of landing pages, messaging, and conversion paths   Drive a structured test-and-learn agenda across channels and campaigns     Performance Optimization & Measurement  Own key acquisition metrics including CAC, LTC/CAC  Ensure all elements of the response and conversion funnel are attributed, and managed from a performance perspective  Establish and evolve measurement frameworks, attribution, and reporting   Deliver analytical insights to deliver business performance and drive continuous improvement     Data, Targeting & Addressability  Lead strategy to improve lead quality, match rates, and addressability across channels   Own segmentation strategy and ensure effective use of first- and third-party data   Partner with data science teams to enhance targeting capabilities and data flows     Technology & Vendor Strategy  Own martech stack and vendor ecosystem for direct marketing execution and measurement   Evaluate, select, and manage vendors to support scalability and performance   Ensure systems enable granular targeting, personalization, and accurate tracking     Cross-Functional Leadership  Partner with BillGO Exchange business leadership, Product, Engineering, and other teams to align on acquisition strategy and capabilities   Ensure tight alignment between go to market execution and product experience   Build and lead a high-performing direct marketing team over time  🌟 What You Bring  10+ years of experience in performance marketing or direct marketing, with a focus on acquiring consumers and/or small business at scale  Strong understanding of key customer acquisition levers (response & value) that impact economic outcome metrics like CAC and LTV/CAC  Proven track record of scaling multi-channel direct marketing programs, with expertise across email, direct mail, digital marketing  Experience building and scaling marketing teams  Experience managing martech stacks and vendor ecosystems  Strong cross-functional leadership experience    Preferred  Experience in fintech, payments, banking, or lending  Familiarity with data-driven targeting, identity resolution, and addressability challenges   Ability to leverage AI tools (e.g., Claude, ChatGPT) as a force multiplier to improve speed, quality, and impact of work    💸 Compensation  We offer a competitive compensation package, including:  Base salary ($172,800 - $262,700)   Performance incentive  Equity opportunities  Comprehensive health, retirement, and lifestyle benefits  This role is about more than compensation, it’s about the opportunity to transform how small businesses thrive in the digital economy.