Director, Brand Growth

About the Role
The Head of Brand Growth owns how the company wins travellers before they search, making that growth measurable. You will be responsible for the company brand, social media, and our creator and influencer programme, managing your own budget and metrics. Your success will be judged on demand, conversion, and repeat bookings, rather than just awareness and impressions.
This is a hands-on, experimental role within a growth-led marketing team. You will collaborate closely with performance marketing, who will execute campaigns aligned with the KPIs you establish. Your focus will be on platforms and data rather than traditional presentations.

Key Responsibilities
1. Brand Growth Strategy

• Own the company's positioning, messaging, tone of voice, and brand guidelines across markets, including our brand character.
• Decide each quarter which audience segments and markets to prioritize using brand tracking, customer segmentation, and competitive data.
• Identify what drives travellers from awareness to consideration and booking, and develop a comprehensive plan.
• Manage the campaign calendar featuring seasonal milestones such as Ramadan, Eid, summer, and national days, along with ongoing activities.

2. Social and Community

• Lead the social team on platforms like Instagram, TikTok, Snapchat, X, and YouTube Shorts, ensuring content is created at platform speed.
• Rapidly test formats, hooks, and creative strategies; scale successful initiatives that drive traffic, installs, and bookings.
• Oversee community engagement and social care, ensuring prompt responses and visible problem-solving to build trust with travellers.
• Transform traveller experiences into engaging stories through user-generated content and creator partnerships.

3. Creators and Influencers

• Manage the creator and influencer programme as a growth channel, focusing on audience fit, contracts, briefs, and usage rights.
• Evaluate creators based on their effectiveness in driving traffic, installs, and bookings rather than just follower counts.
• Collaborate with the performance media team to amplify successful creator content.

4. Full-Funnel Growth with Performance Marketing

• Oversee the brand budget, including spend on reach and engagement media, creators, and brand research.
• Brief the company's performance media team on reach and engagement campaigns, optimizing them against your KPIs.
• Design brand-to-conversion journeys incorporating performance, organic, and CRM strategies to engage audiences for retargeting and conversion.
• Monitor how brand activities influence branded search, direct and app traffic, conversion rates, and acquisition costs.

5. Experimentation and Measurement

• Implement a continuous test-and-learn approach across creative strategies, formats, audiences, markets, and offers.
• Commit to baseline metrics and targets; report quarterly on objectives, hypotheses, budget requirements, and expected outcomes.
• Establish causation in your analysis by designing market holdout tests on reach campaigns with the data team.
• Ensure all brand and social metrics are quantifiable, using effective listening and campaign tagging to integrate into analytics.

6. An AI-First Function

• Leverage AI in brand and social initiatives, utilizing Claude for daily tasks, platform connectors for actions, and analytics tools for insights.
• Develop and enhance AI solutions for routine tasks, maintaining quality control over brand character, culture, and Arabic language.

7. Collaboration Across the Company

• Coordinate with the in-house creative studio to produce hero campaigns and maintain a structured template system within a fixed quarterly capacity.
• Work together with the organic and search teams on long-form YouTube and search content that conveys brand messages.
• Collaborate with martech and data teams on tracking, and with product and customer operations to ensure delivery on brand promises before they are made.

Qualifications & Experience
Experience

• 5 to 8 years in brand, social, or growth marketing within a consumer technology, travel, e-commerce, or high-frequency app environment.
• Proven experience in growth functions or working closely with performance marketing focused on conversion metrics, including traffic, installs, bookings, and acquisition costs.
• A demonstrated history of brand and social initiatives that have driven measurable growth, with a track record of being accountable for results.
• Experience leading a small team and managing a budget across various channels and markets.

Digital, Data, and Performance

• Digital native with strong practical knowledge of Meta, TikTok, Snapchat, and YouTube, including advertisements and how they function: formats, bidding strategies, frequency, and optimization.
• Understanding of performance marketing principles, including attribution, retargeting, cost-per-acquisition, and return on ad spend, and where the brand fits into the marketing funnel.
• Data-driven approach, comfortable working with numbers and understanding testing and measurement techniques such as A/B testing, lift, holdout tests, and marketing mix modeling. Proficiency with Looker, Tableau, or similar business intelligence tools; SQL expertise is a plus.

AI Literacy

• Experience utilizing AI in research, production, analysis, and workflow processes.
• Familiarity with generative AI platforms like Claude and experience in automating marketing tasks is highly advantageous.

Market Knowledge

• In-depth knowledge of the MENA consumer and their preferred platforms, including understanding cultural and creative nuances.
• Experience in South Asia or Southeast Asia is a benefit. Arabic language skills are a plus.

Work Style

• Self-directed with clear objectives, strategies, and metrics.
• Hands-on, scrappy, and experimental; prioritizes running multiple tests and scaling successful ones rather than perfecting singular campaigns.
• Comprehensive understanding of the full-funnel marketing process, from initial impression to booking and repeat bookings.
• Strong research background with a data-led mindset, combined with creative judgment.
• Clear and effective communicator who leads through influence across teams without formal authority.

Nice to Have

• Background in travel, marketplace, or multi-market consumer app sectors.
• Experience in building a brand around a character or mascot.