📌 Core Information
🔹 Job Title: Senior Director, Customer Acquisition
🔹 Company: Upgrade
🔹 Location: San Francisco, CA (Hybrid: 2 days/week in office)
🔹 Job Type: Full-Time
🔹 Category: Financial Services
🔹 Date Posted: May 29, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: Hybrid
🚀 Job Overview
Key aspects of this role include:
- Leading Upgrade’s direct-to-consumer acquisition strategy
- Managing a team and growing the customer acquisition budget
- Optimizing and scaling core paid channels and strategic partnerships
- Collaborating with cross-functional teams to ensure efficient execution and compliance
- Staying ahead of industry trends and digital media innovation
ASSUMPTION: This role requires a strategic and hands-on leader with deep experience in performance marketing and customer acquisition, able to balance ROI, scale, and efficiency across multiple channels.
📋 Key Responsibilities
✅ Lead Upgrade’s direct-to-consumer acquisition strategy, including paid media, affiliate/partner marketing, and new channel testing.
✅ Own the customer acquisition budget and channel mix, balancing ROI, scale, and efficiency across multiple channels.
✅ Build and manage a high-performing team, starting with two direct reports (and growing as needed).
✅ Optimize and scale core paid channels—including SEM, Display, and Paid Social (Meta)—in partnership with media agencies and internal teams.
✅ Develop and expand our strategic partnerships program, sourcing and negotiating new relationships that drive customer growth.
✅ Launch and test emerging channels and growth experiments, using data to validate hypotheses and inform investment decisions.
✅ Partner closely with Analytics, Product, Legal, Compliance, and Creative to ensure efficient execution and compliance across campaigns and partnerships.
✅ Develop frameworks for reporting, attribution, and performance analysis to guide decision-making and budget allocation.
✅ Stay ahead of industry trends and digital media innovation to keep Upgrade’s acquisition strategy fresh, effective, and competitive.
ASSUMPTION: This role involves a mix of strategic planning, hands-on execution, and team management, requiring a versatile and adaptable leader.
🎯 Required Qualifications
Education: Bachelor's degree in Business, Marketing, Statistics, or a related field (MBA or advanced degree preferred but not required)
Experience: 8-12+ years of experience in performance marketing, partnerships, or customer acquisition, ideally in fintech, consumer finance, or a high-growth digital business
Required Skills:
- Deep expertise in paid channels (SEM, Display, Social, etc.) and/or affiliate and strategic partnerships
- Demonstrated ability to lead cross-channel strategy, scale acquisition efforts, and deliver against growth targets
- Strong analytical and quantitative skills, including comfort working in Excel, BI tools, and marketing attribution frameworks
- Excellent communication and executive presence; able to influence stakeholders across marketing, product, compliance, and leadership
- Experience managing and growing high-performing teams
- A test-and-learn mindset and the ability to move quickly and decisively in a dynamic environment
Preferred Skills:
- Experience managing agency/vendor relationships
- Familiarity with tools like Google Ads, Meta Ads Manager, Tableau, HEAP Analytics, etc.
- Experience marketing regulated financial products or working with compliance/legal teams
ASSUMPTION: The ideal candidate will have a strong background in performance marketing, customer acquisition, and team management, with a proven track record of driving growth in a dynamic environment.
💰 Compensation & Benefits
Salary Range: $230,000 - $265,000 annually plus equity and benefits
Benefits:
- 100% paid coverage of medical, dental, and vision insurance
- Flexible PTO
- Opportunities for professional growth and development
- Paid parental leave
- Health & wellness initiatives
Working Hours: Full-time (40 hours/week)
ASSUMPTION: The compensation range is competitive for the San Francisco Bay Area and reflects the high level of responsibility and impact of this role.
📌 Applicant Insights
🔍 Company Context
Industry: Upgrade operates in the competitive and rapidly evolving fintech industry, focusing on consumer credit, personal loans, and deposit accounts.
Company Size: Upgrade is a mid-sized company with 1,001-5,000 employees, providing ample opportunities for growth and career advancement.
Founded: Upgrade was founded in 2016 and has since grown to become a fintech unicorn, helping millions of customers access credit and banking services.
Company Description:
- Upgrade is a fintech unicorn founded in 2017, helping customers access over $35 billion in consumer credit
- The company offers credit lines, personal loans, and Rewards Checking or Premier Savings accounts through Upgrade
- Upgrade Card has been the fastest growing credit card in America for two years in a row
- The company has been named a “Best Place to Work in the Bay Area” for the last three years and has received numerous other awards and recognitions
Company Specialties:
- FinTech
- Personal Loans
- Credit Monitoring
- Consumer Credit
- Credit Lines
- Deposit Accounts
- Checking Accounts
- Savings Accounts
- Home Improvement Financing
Company Website: http://upgrade.com/
ASSUMPTION: Upgrade's focus on innovation, customer-centric design, and data-driven decision-making creates a dynamic and engaging work environment.
📊 Role Analysis
Career Level: This role is a senior-level position, reporting directly to the Chief Marketing Officer or another senior executive within the marketing department.
Reporting Structure: The Senior Director of Customer Acquisition will oversee a team of marketing professionals, with the potential to grow the team as needed.
Work Arrangement: This role is based in San Francisco or Delaware and follows a hybrid work arrangement, requiring employees to be in the office 2 days per week.
Growth Opportunities:
- As Upgrade continues to grow, there will be opportunities for the Senior Director of Customer Acquisition to take on additional responsibilities or move into a more senior role within the organization.
- The company's focus on innovation and expansion creates ample opportunities for career growth and development.
ASSUMPTION: The ideal candidate will be eager to take on new challenges and grow with the company as it continues to expand its offerings and customer base.
🌍 Location & Work Environment
Office Type: Upgrade's offices are modern, collaborative workspaces designed to foster creativity and productivity.
Office Location(s): San Francisco, CA (275 Battery Street, Suite 2300) and Phoenix, AZ (2 N Central Ave), with additional offices in Montreal, QC (1080 Côte du Beaver Hall)
Geographic Context:
- San Francisco, CA: Known for its vibrant tech industry, diverse culture, and high cost of living
- Phoenix, AZ: A growing tech hub with a lower cost of living and abundant sunshine
- Montreal, QC: A bilingual city with a strong tech industry and a rich cultural scene
Work Schedule: Upgrade follows a standard workweek, with core hours from 9:00 AM to 5:00 PM, Monday through Friday. Employees have the flexibility to start and end their workday within this window.
ASSUMPTION: The ideal candidate will be comfortable working in a dynamic, fast-paced environment and able to adapt to the unique needs and culture of each office location.
💼 Interview & Application Insights
Typical Process:
- Phone or video screen with the hiring manager or a member of the HR team
- In-depth behavioral and situational interviews with the hiring manager and other team members
- Final round interviews with senior leadership or the Chief Marketing Officer
- Background check and reference check (if applicable)
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Analytical and quantitative skills
- Communication and presentation skills
- Leadership and team management skills
- Cultural fit and alignment with Upgrade's values and mission
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Be prepared to discuss your approach to performance marketing, customer acquisition, and team management
- Showcase your ability to think strategically and drive growth in a dynamic environment
- Demonstrate your familiarity with Upgrade's products and services, and your understanding of the fintech industry
ATS Keywords: Performance Marketing, Customer Acquisition, Paid Media, Affiliate Marketing, Strategic Partnerships, Analytical Skills, Team Management, Budget Management, Data Analysis, Communication Skills, Growth Strategy, Digital Media Innovation, Compliance, Negotiation, Marketing Attribution, Test-and-Learn Mindset
ASSUMPTION: Upgrade's hiring process is designed to assess candidates' skills, experience, and cultural fit, with a focus on finding the best candidate for the role.
🛠️ Tools & Technologies
- Google Ads
- Meta Ads Manager
- Tableau
- HEAP Analytics
- Excel
- BI tools
- Marketing attribution frameworks
ASSUMPTION: The ideal candidate will have experience with these tools and be comfortable learning and adopting new technologies as needed.
👔 Cultural Fit Considerations
Company Values:
- Customer-centric: Upgrade prioritizes the needs and satisfaction of its customers above all else
- Innovative: The company encourages creativity, experimentation, and continuous improvement
- Collaborative: Upgrade fosters a culture of teamwork, open communication, and mutual respect
- Data-driven: The company makes decisions based on data and analytics, using insights to inform strategy and execution
- Inclusive: Upgrade values diversity, equity, and inclusion, creating an environment where everyone can thrive
Work Style:
- Strategic: Upgrade requires strategic thinkers who can balance long-term vision with tactical execution
- Adaptable: The company values employees who can adapt to change and pivot as needed
- Data-focused: Upgrade prioritizes data-driven decision-making and continuous learning
- Collaborative: The company fosters a culture of teamwork and open communication
- Customer-centric: Upgrade prioritizes the needs and satisfaction of its customers above all else
Self-Assessment Questions:
- How do you align with Upgrade's customer-centric value, and how have you demonstrated this in your previous roles?
- Describe a time when you had to adapt to a significant change or pivot in your strategy. How did you approach this, and what was the outcome?
- How do you prioritize and balance long-term strategic thinking with day-to-day tactical execution?
- Can you provide an example of a data-driven decision you made in a previous role, and what was the result?
- How do you foster a collaborative work environment, and how have you handled conflicts or disagreements within your team?
ASSUMPTION: The ideal candidate will be able to demonstrate a strong alignment with Upgrade's values and work style, with concrete examples from their previous roles.
⚠️ Potential Challenges
- The competitive and dynamic nature of the fintech industry can present challenges in maintaining market share and driving growth
- Managing a team and growing the customer acquisition budget requires strong leadership and strategic planning skills
- The hybrid work arrangement may present challenges in maintaining team cohesion and collaboration
- The cost of living in San Francisco can be high, which may impact the overall compensation package
ASSUMPTION: The ideal candidate will be able to navigate these challenges and thrive in a dynamic, fast-paced environment.
📈 Similar Roles Comparison
- Compared to other senior-level marketing roles, this position places a greater emphasis on performance marketing, customer acquisition, and strategic partnerships
- The fintech industry is highly competitive, with a constant need for innovation and adaptation
- Upgrade's focus on data-driven decision-making and continuous learning sets it apart from other companies in the industry
- The company's hybrid work arrangement offers employees the flexibility to balance work and personal responsibilities
ASSUMPTION: The ideal candidate will have experience in the fintech industry or a related field, with a strong understanding of the competitive landscape and the need for continuous innovation.
📝 Sample Projects
- Developing and executing a comprehensive customer acquisition strategy, including paid media, affiliate/partner marketing, and new channel testing
- Optimizing and scaling core paid channels, such as SEM, Display, and Paid Social (Meta), in partnership with media agencies and internal teams
- Negotiating and securing strategic partnerships that drive customer growth and expand Upgrade's reach
- Launching and testing emerging channels and growth experiments, using data to validate hypotheses and inform investment decisions
- Collaborating with cross-functional teams to ensure efficient execution and compliance across campaigns and partnerships
ASSUMPTION: The ideal candidate will have experience managing and executing similar projects, with a proven track record of driving growth and delivering results.
❓ Key Questions to Ask During Interview
- What are the biggest challenges facing Upgrade's customer acquisition efforts, and how is the company addressing them?
- How does Upgrade approach strategic partnerships, and what are some of the company's most successful partnerships to date?
- Can you describe the company's data-driven decision-making process, and how is it applied to customer acquisition strategies?
- How does Upgrade support the professional growth and development of its employees, particularly in the marketing department?
- What is the company's approach to work-life balance, and how does it support employees working in a hybrid arrangement?
ASSUMPTION: The ideal candidate will ask thoughtful, informed questions that demonstrate their understanding of the role and the company.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Prepare for behavioral and situational interview questions, focusing on your approach to performance marketing, customer acquisition, and team management
- Research Upgrade's products, services, and industry trends to demonstrate your familiarity with the company and the fintech landscape
- Follow up with the hiring manager or HR representative within 2-3 business days after your interview to express your interest in the role and reiterate your qualifications
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
