Head of Growth Marketing
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Job Description
Head of Growth Marketing leading traveler acquisition for Zicasso, a luxury travel company. Bring data-driven strategies to optimize marketing performance across channels.
Responsibilities:
- Own the top-down quantitative view of all paid media. Use Media Mix Modeling (MMM) and incrementality testing to directly inform three decisions the executive team cares about: how we allocate budget across channels and funnel stages, how we forecast pipeline quality and volume, and how marketing feeds into revenue planning.
- Design an attribution approach that combines MMM, lift studies, geo-holdouts, and platform-level tests into a defensible, multi-layered view and make the measurement case for upper-funnel investment in programmatic, YouTube, and brand.
- Partner with Data Science to translate business goals into data requirements, and turn models into actions the paid media team executes against.
- Own Google strategy as our primary growth channel: intent segmentation, the Performance Max / Search / manual tradeoff, and feeding LTV and offline conversion signals back into Smart Bidding. Scale without eroding lead quality.
- Orchestrate full-funnel strategy across Google, Meta, YouTube, Microsoft Ads, and programmatic (StackAdapt, The Trade Desk, or similar). Develop retargeting and lead-nurture for high-intent travelers who don’t convert on first touch, and lead landing-page and lead-flow CRO in partnership with product.
- Build a structured experimentation pipeline where every test (creative, audience, landing page, channel, bid strategy) is logged, measured against a pre-registered hypothesis, and tied to a downstream investment decision. The goal is a system, not a backlog of one-off tests.
- Lead our growth team of 4-6. Set the analytical guardrails for the team’s day-to-day platform decisions; you should be able to review a campaign audit, a bidding strategy, or an experiment readout and know whether the rationale holds up.
- Define success not just as hitting performance targets but as elevating specialists into strategic operators: people who can own a P&L-adjacent decision, defend it with data, and connect their channel work to company outcomes.
- Partner with Creative, Content, Brand, Product, Data, and Operations to improve creative performance, lead quality, and traveler-specialist matching.
Requirements:
- 10+ years in growth or performance marketing, with meaningful time spent in high-AOV, high-consideration B2C categories (luxury, travel, real estate, financial services, or complex lead generation), managing multi-million-dollar media budgets.
- Hands-on experience with MMM, incrementality testing, and multi-touch attribution in environments where conversion windows span weeks or months, not days.
- Experience building attribution or measurement infrastructure from the ground up and not just operating existing tools. Bonus for shipping offline conversion pipelines, server-side conversion APIs, or LTV-based bidding signals.
- Experience building repeatable testing systems that connect experiments to budget and roadmap decisions.
- Strong quantitative fluency: SQL, Tableau (or equivalent BI), and advanced spreadsheets.
- Experience leading and developing a senior growth team.
- Executive communication: brings a clear point of view to senior leadership, defends allocation calls with model outputs, and translates complex measurement work into decisions the exec team can act on.
Benefits:
- Remote work from your home base and flexible hours that allow you to enjoy a great work-life balance
- Innovative, fast-paced and collaborative culture that values diverse voices and opinions
- Competitive compensation and benefits package (medical, dental, vision)
- Open Paid Time Off policy and 10 days of company-paid holidays
- Stock options package
- 401K retirement plan with employer matching
- Substantially discounted luxury travel during off-season
- Learning and development annual stipend
- Enjoy two company-sponsored business trips each year at international destinations we serve!
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