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Salary: USD 204,000 - 249,000 / annual
Airbnb's Experiences team is scaling a curated, high-quality supply of unique activities hosted by local creators and operators worldwide. The team has a large, growing captive audience of guests and significant under-optimized levers across email, push, transactional messaging, and owned editorial channels.
As Senior Demand Strategy Lead, you own the strategy end-to-end for how Airbnb engages guests across the full lifecycle—from discovery and booking through post-experience engagement and repeat bookings. You define success metrics, identify what is and isn't working, and own the outcome. Unlike Growth Marketing roles that execute campaigns, you are accountable for whether strategy actually moves demand. You set direction that cross-functional partners and vendors execute against, rather than running campaigns yourself. This is a broad mandate where you own a priority outright. You report to the Director of Global Demand for Experiences.
Key responsibilities include:
**Lifecycle & CRM Strategy:** Define the end-to-end guest lifecycle strategy for Experiences. Own the roadmap for email and push programs including Tripcycle, home-abandoner sequences, transactional messaging, and Launchpad integration. Identify highest-impact audience segments, messaging angles, and send cadences. Build a rigorous testing framework to validate approaches. Drive automation of high-performing sends to maximize reach with minimal ongoing cost.
**Editorial & Owned Content:** Set strategy for the Experiences newsletter and other owned content—what is published, to whom, and how it ties to demand and discovery. Build an editorial calendar and content-to-conversion measurement approach so owned content is held to demand outcomes, not just engagement metrics. Partner with Brand, Creative, and social leads so owned content, social, and lifecycle reinforce rather than overlap.
**Guest Referrals Program:** Define 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.
**Cross-Functional Execution:** Partner with Growth Marketing and Engineering to translate strategy into shipped campaigns and automated workflows. Maintain visibility into what is in flight, blocked, or needs escalation with regular reporting. 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 strategy that others (cross-functional partners, agencies, or a small team) execute against in a matrixed environment
- Strong analytical skills: builds measurement frameworks, interprets A/B tests, uses data to drive decisions
- Experience building and scaling email/push automation programs
- Editorial or owned-content judgment: can shape what is said and published, not only how it is sent
- Crisp written and verbal communication: writes clear briefs, presents strategy to leadership, aligns stakeholders
**Nice to Have:**
- Two-sided marketplace or platform experience with both supply and demand levers
- Familiarity with marketing automation platforms and referral/incentive mechanics
- Experience running a newsletter or editorial program with a measurable growth mandate
