Director Brand Growth

About the role

The Head of Brand Growth will own Wego’s brand, social and creator programmes, turning them into measurable growth engines that drive traveller demand, conversion and repeat bookings. This hands‑on, experimental position sits within a growth‑led marketing team and works closely with performance marketing to ensure brand activities impact the bottom line.

Key responsibilities

• Define and execute brand growth strategy, including positioning, messaging, tone of voice and brand guidelines across markets.
• Plan quarterly audience‑segment and market focus using brand tracking, segmentation and competitive data.
• Own the campaign calendar for seasonal tentpoles (Ramadan, Eid, summer, national days) and always‑on activity.
• Lead social teams on Instagram, TikTok, Snapchat, X and YouTube Shorts, creating platform‑speed content, testing formats and scaling what drives traffic and bookings.
• Run the creator and influencer programme as a growth channel, measuring cost per engaged view, traffic, installs and bookings.
• Manage the brand budget for reach, engagement, creators and research, briefing performance media to buy and optimise campaigns.
• Design full‑funnel journeys with performance, organic and CRM, tracking impact on branded search, direct and app traffic, conversion rates and acquisition costs.
• Run continuous test‑and‑learn programmes, establish baselines, report quarterly objectives, hypotheses, budget asks and results.
• Implement AI‑first workflows using Claude, platform connectors and Looker, building agents for segment briefs, social listening, community replies and creator shortlists.

Required profile

• 5‑8 years of experience in brand, social or growth marketing within consumer technology, travel, e‑commerce or high‑frequency app businesses.
• Proven track record of driving measurable growth through brand and social initiatives, with ownership of budgets and small teams.
• Deep, hands‑on knowledge of Meta, TikTok, Snapchat and YouTube paid formats, bidding, frequency and optimisation.
• Strong understanding of performance marketing attribution, retargeting, CPA and ROAS.
• Data‑driven mindset with experience in A/B testing, lift and holdout tests, marketing mix modelling, and proficiency with Looker, Tableau or similar BI tools; SQL is a plus.
• Experience building AI‑enhanced workflows, preferably with Claude or other generative AI platforms.
• Familiarity with MENA consumer behaviour and platforms; Arabic language skills are an advantage.

Required skills

• Meta advertising platforms
• TikTok advertising platforms
• Snapchat advertising platforms
• YouTube advertising platforms
• Looker (BI)
• Tableau (BI)
• SQL (advantage)
• Claude (generative AI)