Director of Performance Marketing - Sightseeing Portfolio

Responsibilities

• Own marketing-driven revenue targets by market and product.
• Translate company financial goals into Conversions, Conv. Rate, AOV, and ROAS targets.
• Led go-to-market strategy for new market/product launches with clear revenue milestones.
• Improve blended revenue efficiency and contribution margin.

Performance Marketing Strategy

• Own and optimize the performance marketing ecosystem across all digital channels.
• Drive customer acquisition through Paid Search, Paid Social, and other paid media.
• Expand organic demand through SEO, including optimization for AI-generated search results.
• Manage OTAs (Online Travel Agency), affiliate partnerships, and retargeting.
• Continuously test new channels and reallocate budget to maximize ROAS.

Conversion Optimization

• Lead website A/B testing to improve conversion rate and revenue.
• Identify booking friction and implement improvements to increase conversions.
• Optimize landing pages, merchandising, and booking flow to increase revenue per visitor.

Competitive & Commercial Strategy

• Maintain monitoring of competitor pricing, offerings, and promotions across sightseeing markets.
• Develop strategies to strengthen competitiveness in aggressive tourism markets.
• Lead pricing strategy to balance demand and profitability.
• Create promotion strategy to drive demand while protecting margins.
• Create product packaging and bundling strategies to increase AOV.