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Wego is a travel marketplace operating across the Middle East and Asia, where millions of travelers search, compare, and book flights and hotels. The company is technology-first, with small teams, high autonomy, and AI integrated into every function.
As Director of Brand Growth, you will own how Wego acquires travelers before they search and make that growth measurable. You will lead the brand, social media, and creator/influencer programs with your own budget and accountability for demand, conversion, and repeat bookings—not just awareness metrics.
Key responsibilities include:
**Brand Growth Strategy**: Own Wego's positioning, messaging, tone of voice, and brand guidelines across markets, including the brand character Weegio. Decide quarterly which audience segments and markets to prioritize using brand tracking, customer segmentation, and competitive data. Build campaign calendars around seasonal tentpoles (Ramadan, Eid, summer, national days) and always-on activity.
**Social and Community**: Lead the social team across Instagram, TikTok, Snapchat, X, and YouTube Shorts. Test formats and creative at platform speed, then scale what drives traffic, installs, and bookings. Run community and social care as proof of Wego's value through fast replies and visible problem-solving. Turn traveler trips into stories via user-generated content and creator stays.
**Creators and Influencers**: Run the creator and influencer program as a growth channel, selecting based on audience fit and judging performance on cost per engaged view, traffic, installs, and bookings—not follower counts. Amplify high-converting creator content with the performance media team.
**Full-Funnel Growth**: Own the brand budget for reach, engagement media, creators, and brand research. Brief reach campaigns to the performance media team against KPIs you set. Design brand-to-conversion journeys with performance, organic, and CRM teams. Track how brand activity flows into branded search, direct traffic, app installs, conversion rates, and acquisition costs.
**Experimentation and Measurement**: Run constant test-and-learn programs across creative, formats, audiences, markets, and offers. Commit to baselines and targets in quarterly written plans. Prove causation through market holdout tests and platform lift studies. Make every metric computable through listening, campaign tagging, and platform data flowing into analytics.
**AI-First Function**: Run brand and social on AI, using Claude as the day-to-day tool, platform connectors for actions, and Looker for reporting. Build and improve agents for repeatable work (segment briefs, social listening, community replies, creator shortlists, weekly reporting) while maintaining human quality gates on brand character and Arabic language.
**Cross-Functional Collaboration**: Work with the in-house creative studio (which has fixed quarterly capacity), organic and search teams on long-form YouTube and search content, martech and data teams on tracking and measurement, and product and customer operations to ensure brand promises are delivered.
This is a hands-on, experimental role within a growth-led marketing team. You will spend time in platforms and data, not in decks. You will work closely with performance marketing, judging every brand and social activity by its impact further down the funnel.
**Requirements & Experience**:
- 5 to 8 years in brand, social, or growth marketing at a consumer technology, travel, e-commerce, or high-frequency app business
- Experience working in a growth function or closely with performance marketing, with KPIs running to conversion (traffic, installs, bookings, acquisition cost), not only reach and impressions
- Track record of brand and social work that drove measurable growth and accountability to numbers
- Experience leading a small team and owning a budget across channels and markets
- Digital native with deep, current, hands-on knowledge of Meta, TikTok, Snapchat, and YouTube, including paid formats, bidding, frequency, and optimization
- Understanding of performance marketing (attribution, retargeting, CPA, ROAS) and where brand fits in the funnel
- Data-driven mindset with knowledge of testing and measurement (A/B tests, lift and holdout tests, marketing mix modeling)
- Experience with Looker, Tableau, or equivalent BI tool; SQL is an advantage
- AI literacy: already building with AI in research, production, analysis, and workflow
- Experience with Claude or other generative AI platforms and automating marketing work is a strong advantage
- Knowledge of MENA consumer and its platforms; experience in South Asia or Southeast Asia is a plus
- Arabic language skills are an advantage
- Self-directed, scrappy, hands-on, and experimental approach
- Full-funnel thinking from first impression to repeat booking
- Research- and numbers-led with strong creative judgment
- Clear communicator who leads through others across teams without formal authority
- Nice to have: travel, marketplace, or multi-market consumer app experience; experience building a brand around a mascot or brand character
