About this Role

Every year, TurboTax loses a meaningful share of its DIY customer base to Assisted competitors (CPAs, Tax Stores, etc.), and that share represents one of the largest untapped growth opportunities for our Assisted offering. This role exists to close that gap: capturing customers who are already moving away from DIY into our own Assisted products, rather than losing them to competitors who offer it.

This role owns the strategy behind that opportunity — identifying which customers are most likely to leave, understanding why (cost, complexity, confidence, or something else), and building the segmentation, messaging, and channel strategy that converts them into TurboTax Assisted before they defect.

You'll sit at the center of a high-visibility, cross-functional mission team with a clear mandate, a hard number to move, and the runway to define how it gets done. This is a rare opportunity to own a strategic growth lever end-to-end, with direct accountability for one of TurboTax's most important retention and conversion opportunities. The strategy and operating model you build here has room to expand as the mission matures.

Responsibilities

Responsibilities

Cross-Functional Program Leadership

• Own program leadership for the cross-functional mission team, driving operating cadence, milestone accountability, and executive-level reporting across Data Science, Lifecycle/CRM, Outbound Sales, Product, and Finance.

• Serve as the connective tissue across teams, ensuring strategy, modeling, and execution stay tightly aligned toward the save-rate target.

• Act as the bridge between operational teams and VP-level leadership, keeping senior stakeholders current on the initiative's strategy, progress, and key decisions as they unfold.

Audience Segmentation & Messaging Strategy

• Partner with Research and Data Science to define customer cohorts by defection driver (fear/uncertainty, experience gaps, price-value perception) and prioritize the highest-propensity segments for action.

• Define not just who to target, but what resonates and why. Build segment-specific messaging and offer strategies, then translate them into playbooks partner teams can execute against.

• Partner with channels to ensure top-of-funnel is fueled with the right leads to support segment strategy.

Data-Driven Targeting & Funnel Optimization

• Define the right success metrics across channels and targets, ensuring the team is aligned on what 'winning' looks like at every stage of the funnel.

• Build and maintain a scorecard to track progress at both the macro (program-level) and campaign level, giving leadership and partner teams a shared view of performance.

• Drive extensive testing — from targeting criteria to messaging to channel mix — to continuously refine what converts and feed learnings back into the model and playbooks.

Performance Measurement & Executive Reporting

• Track performance on an ongoing basis and translate results into clear insights and recommendations for partner teams and leadership — not just reporting numbers, but explaining what they mean and what to do next.

• Build and deliver recurring reporting to senior leadership covering performance against goal, key learnings from testing, and recommended next steps.

• Proactively flag risks, wins, and shifts in performance so teams can react quickly rather than waiting for a scheduled check-in.

Qualifications

Qualifications

• Background in corporate strategy, growth marketing, product marketing, or customer lifecycle management, we're looking for the thinking, not a specific job title.

• Experience building 0-to-1 go-to-market strategies — comfortable creating structure and process where none exists yet, not just optimizing an established playbook.

• Comfortable operating at the intersection of data science and go-to-market execution; able to translate models and scores into segmentation, messaging, and real campaigns.

• Strong program management skills, with a track record of driving cross-functional teams toward a shared, numeric outcome.

• Self-starter who can lead and influence without direct authority across Data Science, Sales, Product, and Finance partners.

• Comfortable with ambiguity — this mission team's playbook is still being written, and you'll help write it.

Intuit provides a competitive compensation package with a strong pay for performance rewards approach. This position may be eligible for a cash bonus, equity rewards and benefits, in accordance with our applicable plans and programs (see more about our compensation and benefits at Intuit®: Careers | Benefits). Pay offered is based on factors such as job-related knowledge, skills, experience, and work location. To drive ongoing fair pay for employees, Intuit conducts regular comparisons across categories of ethnicity and gender.

The expected base pay range for this position is: San Diego $164,000 - $222,000 Mountain View, CA $169,000- $229,000