Senior Demand Strategy Lead, Experiences

About the role

Airbnb was born in 2007 when two hosts welcomed three guests to their San Francisco home, and has since grown to over 5 million hosts who have welcomed over 2 billion guest arrivals in almost every country across the globe. Every day, hosts offer unique stays and experiences that make it possible for guests to connect with communities in a more authentic way. The Community You Will Join The Experiences team is responsible for scaling a curated, high-quality supply of unique activities hosted by local creators, iconic businesses, and operators worldwide and we're at an inflection point. We have a large and growing captive audience of guests who have booked or are considering a trip, and a suite of lifecycle, CRM, and owned-content levers that remain significantly under-optimized. Email, push, transactional messaging, and our owned editorial channels are low-cost, high-reach ways to move demand once the right strategy, testing infrastructure, and automation are in place.

Responsibilities

• Own lifecycle & CRM strategy: Define the end-to-end guest lifecycle strategy for Experiences, from first touch through repeat booking
• Own the roadmap for email and push programs: Tripcycle, home-abandoner sequences, transactional messaging, and Launchpad integration
• Identify the highest-impact audience segments, messaging angles, and send cadences, and build a rigorous testing framework to validate them
• Drive automation of high-performing sends to maximize reach with minimal ongoing cost
• Own editorial & owned content: Set the strategy for the Experiences newsletter and other owned content we produce: what we publish, to whom, and how it ties to demand and discovery
• Build an editorial calendar and a content-to-conversion measurement approach, so owned content is held to demand outcomes, not just engagement
• Partner with Brand, Creative, and the affiliates/social lead so owned content, social, and lifecycle reinforce one another rather than overlap
• Own Guest Referrals program strategy: Define the strategy and success criteria for the Experiences guest referral program
• Partner with Product on UX improvements and bonus design to drive adoption
• Track performance and iterate on incentive structures to find the lever that moves the needle
• Drive XFN execution: Partner with Growth Marketing and Engineering to translate strategy into shipped campaigns and automated workflows
• Maintain a clear view of what is in flight, blocked, or needs escalation, with a regular reporting cadence
• Influence Product roadmap prioritization so lifecycle and content capabilities keep pace with strategy

Requirements

• 12+ years in growth, lifecycle, CRM, email, or content marketing, ideally in a consumer marketplace or travel context
• Track record owning a channel or lifecycle strategy end to end and being accountable for its business outcome, not just executing campaigns
• Experience setting