Role Overview
We are looking for a Head of Marketing to own end-to-end digital marketing execution, with a strong focus on high-quality user acquisition, activation, and real-world engagement.
This role is not about building brand narratives from scratch. Instead, it focuses on leveraging existing brand positioning and user insights to drive meaningful outcomes such as:
- Activated app users
- Participation in physical events and community experiences
- Long-term credibility and discoverability of the platform
The role is highly outcome-driven and accountable for real users taking real actions, both online and offline.
The Problem This Role Solves
The company is building a new category, where awareness alone is not enough. While users may resonate with the idea, conversion friction is high:
- Trust must be established before action
- App installs are meaningless without activation and engagement
- Digital channels must reliably drive users into physical, offline experiences
Scope of Ownership
1. High-Quality User Acquisition
- Own end-to-end digital acquisition across performance channels (Meta and others)
- Optimise for activated users, not raw installs
- Continuously improve the funnel from:
- Ad Install Activation Event / Experience Participation
- Translate brand positioning and user insights into high-performing, trust-building creatives
2. Event & Experience Demand Generation
- Drive predictable attendance for physical meetups, events, and experiences
- Build repeatable digital playbooks to fill events across cities
- Work closely with Events and Community teams to align demand with supply
3. Discoverability & Credibility (SEO / AI-era Discovery)
- Own SEO and AI-led discovery strategy
- Improve visibility across themes such as:
- Communities
- Meetups and experiences
- Travel and lifestyle
- Strengthen trust signals through content, reviews, and local relevance
- Build long-term credibility and aspirational positioning
4. Lifecycle & Engagement Channels
Own and optimise lifecycle channels, including:
- WhatsApp (broadcasts and engagement flows)
- SMS
- App push notifications
- Social platforms (Instagram, Facebook)
Who Is the Right Fit
- 712 years of experience in digital marketing or growth
- Strong performance marketing fundamentals with a focus on quality, not volume
- Experience driving offline conversions via digital channels
- Comfortable working with ambiguity and new categories
- Strong analytical ability combined with creative judgment
- Deep respect for high-trust, discerning user segments
Who Will Not Be a Fit
- App-installonly performance marketers
- Profiles optimised purely for CAC without downstream quality ownership
- Brand-only marketers with no acquisition depth
- Those uncomfortable being accountable for offline outcomes
- Low-ownership, agency-style operators
Non-Negotiable Traits
- Obsession with user quality over scale
- Strong judgment around trust, tone, and credibility
- Data-driven, without being blind to nuance
- Comfortable experimenting and failing fast
- Calm, structured, high-ownership mindset
