The Role
The Director of Mobility Performance Marketing leads customer marketing strategies, focuses on performance marketing and backbook management, and oversees a specialized team to maximize customer engagement and ROI.
Summary Generated by Built In
Who We AreAt WEX, we're not just a payments company—we're a global commerce platform that simplifies the business of running a business. From the fleet vehicles that deliver our goods, to the travel that connects us, to the healthcare that keeps us well, our solutions are quietly powering the world's most essential industries. We thrive on solving complex challenges with innovative technology and a passion for our customers' success. If you're driven to make a tangible impact on a global scale, come build the future of commerce with us.Job SummaryThe Director of Mobility Performance Marketing will be a pivotal leader, responsible for driving the overarching customer marketing strategy and communications for WEX’s largest business, our North American Mobility segment. This role requires a strategic thinker capable of defining a top-down approach to customer engagement, with a strong focus on maximizing the value of our existing customer base (the “backbook”) through performance marketing, experimentation at scale, and a disciplined focus on ROI. The Director acts as the central orchestrator, managing a specialized team and defining the optimal downstream channel strategy to achieve our business goals.Key Responsibilities1. Strategic Leadership & Communication
- Drive and own the multi-year customer marketing strategy and communications to define the portfolio growth initiatives across the North American Mobility segment
- Develop and implement a top-down strategic approach that aligns customer marketing initiatives with broader business objectives and growth targets
- Act as the central orchestrator of all customer-facing marketing efforts, ensuring cohesive messaging and seamless execution across functions
- Own the performance marketing strategy specifically focused on the Customer Backbook (existing customer base)
- Develop sophisticated segmentation strategies with key cross-functional partners to identify and target high-value customer groups for retention, cross-sell, and up-sell opportunities
- Personalization - proven capability to leverage first and third party data to develop audience and customer level personalization strategies to deliver tailored journeys and value propositions to customers
- Apply a rigorous ROI lens to all Backbook initiatives, continuously monitoring, analyzing, and optimizing campaigns for maximum return on investment
- Experimentation - structured experimentation and AB testing discipline (audience, channel, offer, messaging etc.) with demonstrated ability to quickly test, learn and scale insights to deliver efficiencies and ROI
- Manage, mentor, and lead the dedicated marketing team, fostering an environment of continuous improvement and analytical rigor
- Define and manage the downstream channel strategy (e.g., email, app, direct mail, SMS) to ensure optimal reach, engagement, and conversion for customer marketing campaigns
- Command and demonstrate proven competency in utilizing core MarTech capabilities (e.g., CRM, marketing automation, content management systems, analytics platforms) to drive measurable marketing outcomes.
- Bachelor’s degree in Marketing, Business, or a related field; MBA preferred
- 12+ years of progressive experience in Customer Marketing, ideally with deep card portfolio management experience (financial services/technology and mobility experience a plus)
- Proven track record of developing and executing successful top-down marketing strategies
- Deep expertise in performance marketing, customer segmentation, and lifecycle marketing
- Strong analytical skills with an ability to apply an ROI lens to marketing initiatives and translate complex data into actionable strategies.
- Prior experience managing and mentoring a data-driven or analytical marketing team.
- Exceptional communication and stakeholder management skills to serve as the orchestrator across various internal teams (Product, Sales, Finance, etc.)
Top Skills
Analytics Platforms
Content Management Systems
CRM
Marketing Automation
Martech Capabilities
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The Company
What We Do
We simplify complex payment systems for fleets, corporate payments, and healthcare—unlocking insights, opportunities, and efficiencies to give you greater control of your business.
Powered by the belief that complex payment systems can be made simple, WEX (NYSE: WEX) is a leading financial technology service provider across a wide spectrum of sectors, including fleet, travel and healthcare. WEX operates in more than 10 countries and in more than 20 currencies through approximately 4,900 associates around the world. WEX fleet cards offer approximately 14 million vehicles exceptional payment security and control; our travel and corporate solutions business processes over $35 billion of purchase volume annually; and the WEX Health financial technology platform helps 343,000 employers and more than 28 million consumers better manage healthcare expenses.
