Head of Performance Marketing

Accountabilities • Paid acquisition strategy: Own paid acquisition for both guests and homeowners, managing a substantial annual advertising budget and scaling investment as performance and business opportunities justify.

• End-to-end funnel optimization: Rebuild and continuously improve the acquisition journey, from initial ad impressions through booked stays or signed homeowner agreements, including targeting, messaging, creative, landing pages, analytics, and follow-up.

• Conversion tracking and analytics: Develop and maintain reliable web and server-side tracking across Google Tag Manager (GTM), Segment, GA4, and custom booking flows, including Meta Conversions API and Google enhanced conversions with accurate deduplication.

• CRM and offline conversion integration: Connect Salesforce data to Google, Meta, Microsoft, and LinkedIn advertising platforms so homeowner journey stages, qualified leads, and signed agreements feed back into campaign optimization with appropriate conversion values.

• Attribution and incrementality: Establish trusted attribution methods and conduct holdout, lift, and geographic testing to distinguish incremental business results from platform-reported performance.

• Multichannel campaign management: Personally manage and optimize campaigns across Google Search, Performance Max, Demand Gen, Microsoft Advertising, Meta, and LinkedIn, while evaluating additional channels for potential investment.

• Hospitality advertising expansion: Develop and scale Google Hotel Ads, metasearch, Expedia TravelAds, and Booking.com Sponsored Ads as the hotel portfolio expands.

• Offline marketing measurement: Plan, execute, and measure out-of-home advertising and direct mail campaigns using rigorous testing and performance evaluation.

• Conversion rate optimization: Partner with Product and Engineering to test landing pages and booking flows, and independently build or improve pages using AI-powered development tools.

• Performance reporting: Build and maintain reporting in BigQuery or similar data platforms, tracking spend, customer acquisition cost (CAC), return on ad spend (ROAS), cost per qualified homeowner, and cost per signed homeowner across channels and funnel stages.

• Budgeting and forecasting: Own monthly budget allocation, pacing, and forecasting, using performance data to guide investment decisions and justify increased spend when supported by results.

• Operating standards and quality assurance: Establish consistent naming conventions, testing schedules, QA checklists, and weekly performance reviews to maintain quality as campaigns scale.

• Automation and documentation: Automate budget pacing, alerts, and reporting; select appropriate tools and freelance support; and document marketing programs, processes, and workflows.

• AI-enabled execution: Incorporate AI tools into daily marketing operations to accelerate analysis, campaign development, experimentation, and implementation.

Requirements

• At least 8 years of experience in performance marketing, including 3 or more years personally managing annual paid media budgets of at least $2 million.

• Recent hands-on experience managing advertising accounts within the past 12 months, with a proven record of improving underperforming acquisition funnels and scaling successful campaigns.

• Strong practical experience rebuilding analytics and tracking infrastructure, including Google Tag Manager, GA4, Meta Conversions API, and Google enhanced conversions.

• Experience implementing offline conversion imports from a CRM, ideally Salesforce, for sales cycles where conversions may occur weeks or months after the initial advertising interaction.

• Familiarity with BigQuery or a comparable data warehouse; SQL proficiency is a strong advantage.

• Demonstrated experience with incrementality testing, attribution analysis, and evaluating the reliability of advertising platform metrics.

• A proven track record of conversion rate optimization and experimentation that has generated measurable revenue improvements, supported by clear examples of results.

• Experience marketing to U.S. consumers, whether at a U.S.-based company or through work with U.S. clients.

• Regular, practical use of AI tools, with examples of workflows, systems, or solutions built to improve marketing performance and productivity.

• Strong analytical thinking, attention to detail, and the ability to identify tracking gaps, weak creative, inefficient targeting, and other performance bottlenecks.

• Excellent written and spoken English, at a near-native level.

• Ability to work U.S. business hours, aligned with Pacific, Central, or Eastern time zones.

• A proactive, ownership-driven approach, with the ability to make independent decisions, communicate recommendations to leadership, and work effectively with Product, Engineering, and other stakeholders.

• Availability to work remotely from outside the United States.

Nice to have:

• Experience with Google Hotel Ads, metasearch platforms, or online travel agency (OTA) advertising.

• Familiarity with Segment or another customer data platform (CDP).

• Experience marketing for a two-sided marketplace serving both consumers and property owners.

• Experience measuring out-of-home and direct mail campaigns through structured testing and attribution.

Benefits

• Fully remote work: Work remotely from Brazil or another eligible location outside the United States.

• Generous paid time off: Enjoy paid time away from work to rest and recharge.

• High ownership and autonomy: Take direct responsibility for performance marketing strategy, budget allocation, and execution without an intermediary agency.

• Meaningful growth opportunity: Lead the transformation and scaling of a paid acquisition program with the potential to grow from a seven-figure budget toward eight figures.

• Hands-on technical scope: Work across paid media, analytics, conversion tracking, attribution, experimentation, and landing page optimization.

• AI-driven innovation: Use modern AI tools to accelerate execution, automate workflows, and develop new approaches to marketing performance.

• Cross-functional collaboration: Work directly with leadership, Product, and Engineering to improve the acquisition funnel and deliver business outcomes.

• Hospitality industry exposure: Help develop advertising and acquisition strategies across short-term rentals and an expanding hotel portfolio.

• Performance-focused environment: Build scalable processes, test new opportunities, and make data-backed decisions with a direct impact on business growth.

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