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.

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

• 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