Director of App Acquisition & Lifecycle Marketing, KAYAK

• 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

Desirable

• We're looking for a Director, Lifecycle Marketing & App Acquisition to join our Brand Marketing team and help shape how millions of travelers discover and engage with KAYAK
• In this role, you'll lead the strategy behind our lifecycle marketing programs and app acquisition efforts - connecting the right message to the right traveler at the right moment
• You'll report into our SVP of Global Brand & B2B Marketing and collaborate with a globally distributed team spanning brand, creative, performance marketing, and commercial partnerships
• 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