Director, Brand Growth

About Wego

Role purpose

Brand, social, and creator growth

• Own positioning, messaging, tone of voice, brand guidelines, and brand character across markets; select quarterly audience segments and markets using research and competitive data.
• Plan seasonal campaigns, including Ramadan, Eid, summer, and national days, alongside always-on activity.
• Lead social teams across Instagram, TikTok, Snapchat, X, and YouTube Shorts; test creative and formats, scaling what drives traffic, installs, and bookings.
• Run community and social care; develop user-generated content and creator stays.
• Manage creator selection, contracts, briefs, usage rights, and whitelisting; measure engagement, traffic, installs, and bookings rather than follower counts.
• Own the brand budget for reach, engagement, creators, and research; brief performance media against set KPIs.
• Build brand-to-conversion journeys with performance, organic, and CRM teams; track branded search, direct and app traffic, conversion, and acquisition costs.
• Run experiments across creative, audiences, markets, and offers; set baselines, targets, and written quarterly plans.
• Design holdout tests and platform lift studies; connect listening, campaign tagging, and platform data to analytics.
• Use AI tools and Looker; develop agents for briefs, listening, reply drafts, creator shortlists, and reporting with human quality gates.
• Coordinate with creative studio, organic and search, martech and data, product, and customer operations.

Experience and qualifications

• 5–8 years in brand, social, or growth marketing at a consumer technology, travel, e-commerce, or high-frequency app business.
• Experience working in growth or with performance marketing against conversion KPIs such as traffic, installs, bookings, and acquisition cost.
• Demonstrated measurable brand and social growth; experience leading a small team and owning budgets across channels and markets.
• Hands-on knowledge of Meta, TikTok, Snapchat, and YouTube, including paid formats, bidding, frequency, and optimisation.
• Understanding of performance marketing, attribution, retargeting, CPA, ROAS, and brand's role in the funnel.
• Knowledge of A/B, lift, and holdout tests and marketing mix modelling concepts; experience with Looker, Tableau, or equivalent BI is required, while SQL is an advantage.
• Uses AI for research, production, analysis, and workflow; Claude or other generative AI and marketing automation are strong advantages.
• Knowledge of MENA consumers and platforms; Arabic is an advantage. South or Southeast Asian market experience is a plus.
• Self-directed, hands-on, experimental, full-funnel, research- and numbers-led, with creative judgement and clear communication.
• Travel, marketplace, or multi-market consumer app experience and brand-character or mascot experience are nice to have.

Working approach