Responsibilities

• Define and lead KAYAK's lifecycle marketing strategy and CRM efforts as a key lever for app performance — partnering with lifecycle specialists on email, push notifications, and in-app messaging to drive activation, repeat usage, and retention for acquired users; ensuring communications are timely, relevant, and personalized.
• Lead and scale KAYAK’s global app acquisition strategy, owning the end-to-end app growth funnel from awareness and install through to first booking — with a strong emphasis on volume, user quality, and cost efficiency.
• Design and execute multi-channel paid app acquisition programs (e.g., across search, social, and other app networks), defining clear KPIs and optimization frameworks to drive sustainable growth.
• Own and evolve the “Get the App” (GTA) and web-to-app journey, partnering with Product and Engineering to improve deep linking, on-site placements, and conversion from web traffic into installs.
• Oversee App Store Optimization (ASO) across iOS and Android, improving organic discoverability, rankings, and store conversion in collaboration with Creative and Product teams.
• Define and align app growth targets and forecasts with Commercial Marketing and Finance, creating a clear view of channel performance, budget needs, and expected returns.
• Build, mentor, and lead a high-performing team (including specialists across app acquisition and lifecycle), setting clear goals, providing regular feedback, and creating growth opportunities that help each person do their best work.
• Collaborate cross-functionally with Brand Marketing, Product, Engineering, Analytics, and regional marketing teams to ensure app acquisition and lifecycle plans are aligned with broader brand, product, and commercial priorities.
• Partner closely with Analytics and Data Science to refine measurement and attribution (e.g., CPI, CAC, ROAS, LTV, payback), run experiments, and translate insights into actionable recommendations for senior leadership.
• Stay current on platform changes, privacy developments, and industry best practices in mobile growth, bringing new ideas into the roadmap and helping KAYAK maintain a competitive edge in app marketing.

Requirements

• 8+ years of experience in growth marketing, CRM, lifecycle marketing, or mobile app marketing.
• Proven track record managing high-performing engagement and acquisition programs at scale.
• Deep expertise in CRM channels including email and push notifications.
• Strong understanding of mobile app ecosystems, app growth strategy, and performance marketing.
• Experience owning paid acquisition and re-engagement campaigns across major digital platforms.
• A data-informed approach to decision-making — you're comfortable analyzing campaign metrics, running experiments, and using insights to guide strategy.
• Familiarity with lifecycle marketing platforms (e.g., Braze, Iterable, Leanplum, Airship) and mobile measurement tools (e.g., Adjust, AppsFlyer, Branch).
• Proven experience building and leading CRM, lifecycle, or growth marketing teams.
• Strong communication skills, with the ability to present strategies and results clearly to both technical and non-technical audiences.
• Bachelor's degree or equivalent professional experience.

Nice to have

• Experience in travel, e-commerce, or consumer technology.
• Familiarity with A/B testing and experimentation frameworks for lifecycle or acquisition programs.
• Experience working with globally distributed teams or across multiple markets.
• Knowledge of privacy regulations and their impact on lifecycle marketing and mobile attribution.

Benefits

• Work from (almost) anywhere for up to 20 days per year
• Focus on mental health and well-being:
• Company-paid therapy sessions through SpringHealth
• Company-paid subscription to HeadSpace
• Company-wide week off a year - the whole team fully recharges (and returns without a pile-up of work!)
• No meeting Fridays
• Paid parental leave
• Generous paid vacation + time off for your birthday
• Paid volunteer time
• Focus on your career growth: