As a double sided rideshare service, they needed to acquire drivers for their expanding services. Acquiring drivers through digital marketing channels was especially challenging since users aren't actively looking for ride share jobs.

I was hired as their digital marketing manager to fix and increase their leads. We split the problem into three sections:

1. Reassess top of funnel channel mix (channels, messaging, and creative, targeting)

2. Conversion rate optimization (look at their onboarding questionnaire and find areas of improvement

3. Retention rate (how long are these drivers staying in the platform, utilizing the platform, increasing the lifetime of the driver)

#1: I worked very closely with their creative team to help them understand digital marketing. From a process standpoint, we created a pipeline that allowed their brand team to churn creative at a faster rate, allowing us to test quickly. We closed the loop by sharing creative performance, allowing them to iterate on our best performing creative.

From a targeting perspective, I overhauled their entire paid social strategy, improving their messaging and targeting. The main challenge was convincing the rest of the team higher costs would translate into higher LTV if we acquired the "right" people. We migrated from traffic campaigns to conversion-focused campaigns, as well as remarketing. We also introduced new channels like affiliate marketing, working with various ride share blogs.

#2: Their leads funnel wasn't optimized at all. I worked with their product and BI teams to collect data on drop off/abandonment points and optimized their funnel to increase their lead conversion rate. Introduced and dropped questions to acquire better quality leads.

#3: Since our top-of-funnel efforts had improved, overall drivers stayed longer in the platform. I worked with the retention team to test incentives on the Via Driver App, in the form of referral bonuses, price incentives, surcharges, etc.