VP, Digital App Channel & Lending

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 retain a high-performing app channel team
• Translate complex performance data into compelling narratives that align stakeholders and drive results
• Champion a culture of innovation — continuously identifying new growth levers and challenging the status quo

Education Required

Bachelors degree, particularly with a focus in digital strategy, finance or marketing.

Experience Required

Experience: 7–12+ years in digital commerce, DTC, or financial services channel management; 4+ years with direct mobile app or digital channel P&L accountability

Leadership: Demonstrated experience building, leading, and developing high-performing teams; track record of creating accountability structures and coaching talent in a fast-paced, matrixed environment. Demonstrated ability to drive outcomes through influence across Growth, Product, Engineering, and Operations

Innovation Mindset: Demonstrated ability to identify and drive new growth levers, challenge conventional channel approaches, and lead experimentation at scale — particularly in consumer engagement, monetization models, and acquisition strategy

Industry: Consumer lending, fintech, or nonprime financial services experience strongly preferred; EWA, cash advance, or short-term lending product experience highly preferred; subscription or membership monetization model experience a plus; experience navigating regulatory guidance on advance products a plus

App Engagement: App Engagement: Demonstrated expertise in DAU/MAU optimization, push notification strategy, app ratings management, and member lifecycle engagement — experience at a consumer fintech app (e.g., Brigit, Dave, MoneyLion, Earnin, Chime) strongly preferred app compliance requirements

Knowledge Required

Platform Literacy: Deep knowledge of Apple App Store and Google Play commercial ecosystems — store algorithms, billing policies, and privacy attribution; familiarity with Apple/Google lending product policies and cash advance app compliance requirements Financial Acumen: Proven ability to manage a channel P&L; familiarity with risk-adjusted margin (RAM) frameworks a plus

Communication & Storytelling: Ability to translate channel performance data into a compelling vision that motivates cross-functional teams and aligns executive stakeholders; proven track record of presenting complex financial and operational narratives to senior leadership in a clear, persuasive manner

Physical Requirements

Sitting for long periods of time; standing occasionally; walking; bending; squatting; kneeling; pushing/pulling; reaching; twisting; frequent lifting of less than 10 lbs., occasional lifting of up to 20 lbs.; driving and having access during the workday to an insured and reliable transportation; typing; data entry; grasping; transferring items between hands and/or to another person or receptacle; use of office equipment to include computers; ability to travel to, be physically present at, and complete the physical requirements of the position at any assigned location.

Competencies

Travel

25%

Attire

Business Casual

Other