Director, App Acquisition & Lifecycle Marketing

Booking Holdings Inc.

Job Overview

Location

Coral Gables Office

Job Type

Full-time

Full Job Description

📋 Description

• Define and lead KAYAK's lifecycle marketing strategy and CRM efforts as a key lever for app performance — partnering with lifecycle specialists on email, push notifications, and in-app messaging to drive activation, repeat usage, and retention for acquired users; ensuring communications are timely, relevant, and personalized.
• Lead and scale KAYAK’s global app acquisition strategy, owning the end-to-end app growth funnel from awareness and install through to first booking — with a strong emphasis on volume, user quality, and cost efficiency.
• Design and execute multi-channel paid app acquisition programs (e.g., across search, social, and other app networks), defining clear KPIs and optimization frameworks to drive sustainable growth.
• Own and evolve the “Get the App” (GTA) and web-to-app journey, partnering with Product and Engineering to improve deep linking, on-site placements, and conversion from web traffic into installs.
• Oversee App Store Optimization (ASO) across iOS and Android, improving organic discoverability, rankings, and store conversion in collaboration with Creative and Product teams.
• Define and align app growth targets and forecasts with Commercial Marketing and Finance, creating a clear view of channel performance, budget needs, and expected returns.
• Build, mentor, and lead a high-performing team (including specialists across app acquisition and lifecycle), setting clear goals, providing regular feedback, and creating growth opportunities that help each person do their best work.
• Collaborate cross-functionally with Brand Marketing, Product, Engineering, Analytics, and regional marketing teams to ensure app acquisition and lifecycle plans are aligned with broader brand, product, and commercial priorities.
• Partner closely with Analytics and Data Science to refine measurement and attribution (e.g., CPI, CAC, ROAS, LTV, payback), run experiments, and translate insights into actionable recommendations for senior leadership.
• Stay current on platform changes, privacy developments, and industry best practices in mobile growth, bringing new ideas into the roadmap and helping KAYAK maintain a competitive edge in app marketing.

🎯 Requirements

• 8+ years of experience in growth marketing, CRM, lifecycle marketing, or mobile app marketing.
• Proven track record managing high-performing engagement and acquisition programs at scale.
• Deep expertise in CRM channels including email and push notifications.
• Strong understanding of mobile app ecosystems, app growth strategy, and performance marketing.
• Experience owning paid acquisition and re-engagement campaigns across major digital platforms.

🏖️ Benefits

• Work from (almost) anywhere for up to 20 days per year
• Company-paid therapy sessions through SpringHealth
• Company-paid subscription to HeadSpace
• Company-wide week off a year - the whole team fully recharges (and returns without a pile-up of work!)
• No meeting Fridays
• Paid parental leave
• Generous paid vacation + time off for your birthday
• Paid volunteer time
• Focus on your career growth: Development Dollars, Leadership development, Access to thousands of on-demand e-learnings
• Travel Discounts
• Employee Resource Groups
• Competitive retirement and health plans
• Free lunch 2 days per week

Skills & Technologies

iOS

Android

Design

Onsite

$155k-165k

Degree Required

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Booking Holdings Inc.

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About Booking Holdings Inc.

Kayak is a travel search engine and booking platform that aggregates fares and rates for flights, hotels, rental cars, and vacation packages from hundreds of travel sites and suppliers. It provides price comparison tools, price alerts, mobile apps, and itinerary management features to help consumers find and organize travel options efficiently. The company operates globally and is headquartered in Stamford, Connecticut.

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