About This Role
This highly entrepreneurial role offers significant ownership in building and scaling TurboTax's referral and advocacy programs. The specialist will work hands-on to develop concepts, launch pilots, analyze results, and partner with Product to turn successful experiments into scalable programs.
Responsibilities
- Own the strategy, roadmap, execution, and performance of Refer a Friend and Refer an Expert programs
- Own the referral funnel end-to-end, from identifying likely advocates through sharing and referred-customer conversion
- Personalize referral propositions, messaging, incentives, and timing across TurboTax DIY, Assisted, and Full Service customers
- Simplify the referral experience across product, web, mobile, email, and other relevant surfaces
- Deepen Refer an Expert by embedding advocacy into the natural high points of the customer-expert relationship
- Identify the behaviors, lifecycle moments, and customer signals that indicate when someone is most likely to advocate
- Create referral concepts people genuinely want to participate in, from propositions and incentives to digital or real-world experiences
- Build a continuous experimentation roadmap across audience, proposition, incentive, creative, channel, placement, and timing
- Take experiments end-to-end: hypothesis, build, launch, analysis, and iteration
- Turn successful pilots into repeatable, scalable programs
- Partner closely with Product, Engineering, Lifecycle, and Analytics to make referral part of the customer experience
- Build a two- to three-year referral and advocacy vision grounded in what live experiments prove
- Explore a shared advocacy approach across TurboTax and Credit Karma, as well as adjacent opportunities across Intuit
- Evaluate the need for dedicated referral technology and build the business case for investment
- Build the measurement framework that connects referral performance to customer acquisition and economics
- Establish program rules and safeguards against referral fraud, and lead Legal, Security, and Compliance reviews with a clear recommendation
Requirements
- 7 years in consumer growth, lifecycle marketing, product marketing, referral/advocacy, or a related discipline with meaningful hands-on ownership of referral or customer-led growth
- Experience owning a growth program end-to-end, from strategy and creative development through experimentation, measurement, and optimization
- Deep understanding of referral mechanics including incentive design, conversion funnels, lifecycle triggers, and fraud prevention
- Strong creative and analytical instincts: ability to originate a compelling referral concept, get it into market, interpret the results, and determine what to do next
