- Lead Zicasso’s growth marketing function, covering PPC, SEO, analytics, and content/landing page development.
- Own paid acquisition strategy, marketing measurement, and funnel optimization across a multi-million-dollar media budget.
- Partner closely with data science, product, and operations teams for budget, pipeline, and revenue decisions.
- Own the top-down quantitative view of all paid media, using MMM and incrementality testing to inform budget allocation, pipeline forecasting, and revenue planning.
- Design an attribution approach combining MMM, lift studies, geo-holdouts, and platform-level tests.
- Own Google strategy as the primary growth channel, including intent segmentation and feeding LTV/offline conversion signals into Smart Bidding.
- Orchestrate full-funnel strategy across Google, Meta, YouTube, Microsoft Ads, and programmatic platforms.
- Build a structured experimentation pipeline where every test is logged, measured, and tied to a downstream investment decision.
- Lead a growth team of 4-6, setting analytical guardrails and reviewing campaign audits, bidding strategies, and experiment readouts.
- Partner with Creative, Content, Brand, Product, Data, and Operations to improve creative performance, lead quality, and traveler-specialist matching.
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