- Company Name
- Propel
- Job Title
- VP of Performance Marketing – Travel B2C
- Job Description
-
**Job Title**
VP of Performance Marketing – Travel B2C
**Role Summary**
Lead and scale the performance marketing organization of a travel‑tech scale‑up, overseeing paid search, app acquisition, and cross‑channel optimization. Drive profitable growth through data‑driven attribution, measurement modernization, and strategic budget allocation for a multi‑million‑pound global spend.
**Expectations**
- Modernize measurement & attribution frameworks within 12 months.
- Shift spend toward app acquisition/retention and build high‑converting funnels.
- Energize a 15+ person team, coaching senior specialists and fostering cross‑functional collaboration.
- Deliver margin‑aligned ROI while testing new growth routes.
- Introduce forward‑thinking tools and processes to move from channel efficiency to holistic growth.
**Key Responsibilities**
- Manage a global paid media budget (£10‑20 m+), targeting cost‑of‑sale and ROI objectives.
- Oversee multiple channel heads (search, social, programmatic, app) and their direct reports.
- Implement and maintain attribution & incrementality tools (Fospha, Northbeam, TripleWhale, Appsflyer, Adjust).
- Build and optimize app acquisition & retention funnels, converting installs to purchases.
- Partner with product, analytics, and marketing teams to align data, insights, and strategy.
- Report on KPI trends (CPA, ROAS, LTV) and adjust tactics to maximize profitability.
- Drive continuous improvement of processes, technology stack, and talent capabilities.
**Required Skills**
- Proven senior leadership in performance marketing with >15 people and multiple senior direct reports.
- Deep expertise in paid search, app marketing, and e‑commerce unit economics.
- Strong analytical mindset; comfortable with attribution, incrementality, and data‑driven commercial decisions.
- Experience managing £10‑20 m+ budgets to meet cost‑of‑sale or ROI targets.
- Familiarity with modern attribution & measurement platforms (Fospha, Northbeam, TripleWhale, Appsflyer, Adjust).
- Excellent communication, coaching, and cross‑functional collaboration abilities.
**Required Education & Certifications**
- Bachelor’s degree in Marketing, Business, or related field.
- Relevant marketing certifications (Google Ads, Meta, Adobe, etc.) preferred.