VP, Digital App Channel & Lending
Purpose FinancialAbout the role
Brand: Purpose Financial
Address: 322 Rhett Street, Greenville, South Carolina, United States - 29601
Purpose Financial, Inc. is an innovative consumer financial services company that offers a diverse suite of credit products, promoting financial inclusion and meeting consumers wherever they are. Through its brands, the company is committed to helping customers achieve their version of financial stability in the moment and in the future. Since 1997, Purpose Financial has been a pioneer in the consumer credit and financial services market offering money solutions in over 800 storefronts locations and online lending. Providing services in over 23 states, Purpose Financial employs over 2,500 team members.
At Purpose Financial we are always on the lookout for motivated individuals who share in our values of mutual respect to join our team of outstanding professionals.
We offer:
- Competitive Wages
- Health/Life Benefits
- Health Savings Account plus Employer Seed
- 401(k) Savings Plan with Company Match
- Paid Parental Leave
- Company Paid Holidays
- Paid Time Off including Volunteer Time
- Tuition Reimbursement
- Business Casual Environment
- Rewards & Recognition Program
- Employee Assistance Program
- Office in downtown Greenville that offers free parking, onsite gym, free snacks/drinks
To learn more about Purpose Financial visit Purpose Financial Website.
Position Summary
The VP of Digital App Channel & Lending is Purpose Financial's commercial owner of the mobile app ecosystem across the Apple App Store and Google Play Store. This role serves as the general manager of the AdvanceOn product channel — our flagship cash advance offering — and all future app-native products.
Reporting to the Chief Operations Officer, you'll hold full P&L accountability for the app channel and serve as its authoritative voice across a dynamic, cross-functional organization. This is a role for a bold commercial leader who thrives driving outcomes through influence - translating data into vision and aligning Growth, Product, Engineering, and Data Science toward shared commercial goals.
Job Responsibility
App Channel P&L & Commercial Performance
- Own app channel P&L — revenue, contribution margin, channel EBITDA, forecasting, and budgeting
- Lead executive reporting on channel health, risks, and opportunities
- Own app ratings and review management strategy, targeting 4.7★+ to protect discoverability and brand trust
- Partner with Marketing on the app trading calendar — seasonal campaigns, in-app merchandising, and push notification strategy
App Channel Strategy & Platform Ownership
- Define and own the mobile app commercial strategy and investment sequencing for iOS and Android
- Collaborate with Product and Engineering as the primary business client on roadmap priorities
- Partner with Marketing on App Store Optimization (ASO) — keyword strategy, organic discoverability, and store conversion
Job Responsibilities Cont.
Growth & Acquisition
- Own app channel funded customer volume targets and in-channel promotional execution
- Own referral program P&L — bonus structure, conversion rates, and referral-driven funded volume
- Collaborate with Growth on acquisition strategy, lifecycle marketing, and in-app UX performance
Data, Analytics & Channel Intelligence
- Own app channel performance dashboards, retention cohort tracking, and the channel KPI framework (DAU/MAU, advance take rate, re-advance rate, push notification opt-in)
- Govern Apple and Google attribution frameworks and app store analytics
- Partner with Data Science and Underwriting on model requirements supporting app channel experimentation and credit decisioning
People Leadership & Innovation
- Lead, develop, and r
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