Summary
Wego is a travel marketplace serving travellers across the Middle East and Asia. The Director, Brand Growth will lead brand strategy, social and community, creator programmes, and full-funnel campaigns, with responsibility for the budget and measurable growth outcomes. The role requires 5 to 8 years of relevant consumer marketing experience, hands-on knowledge of digital platforms and performance marketing, and experience leading a team and using data to measure results. The position is listed in Dubai, United Arab Emirates.
The posting
As published on wego.com. Pulled from the employer's site and shown as they wrote it.
About Wego
Wego is a travel marketplace built in the Middle East and Asia. Millions of travellers use the Wego website and app to search, compare and book flights and hotels, either with our airline, hotel and travel-site partners or directly on Wego.
We are a technology company first. Teams are small, autonomy is high, approval chains are short, and AI is part of how every team works, from pricing to marketing.
Job Purpose
The Head of Brand Growth owns how Wego wins travellers before they search, and makes that growth measurable. You will own the Wego brand, social, and our creator and influencer programme, with your own budget and your own numbers. You will run them as a growth engine, judged on demand, conversion and repeat bookings, not on awareness and impressions alone.
This is a hands-on, experimental role inside a growth-led marketing team. You will work hand in hand with performance marketing, who buy your campaigns against the KPIs you set, and you will judge every brand and social activity by what it does further down the funnel. Our brand channels are already digital and addressable, so you will spend your time in the platforms and in the data, not in decks.
Key Responsibilities
1. Brand growth strategy
- Own Wego's positioning, messaging, tone of voice and brand guidelines across our markets, including our brand character, Weegio.
- Decide each quarter which audience segments and markets to grow, using our brand tracking, customer segmentation and competitive data.
- Find what moves travellers from knowing Wego to considering us to booking with us, and build the plan around it.
- Own the campaign calendar: seasonal tentpoles such as Ramadan, Eid, summer and national days, plus always-on activity.
2. Social and community
- Lead the social team across Instagram, TikTok, Snapchat, X and YouTube Shorts. The team makes its own content at platform speed.
- Test formats, hooks and creative fast, then scale what drives traffic, installs and bookings.
- Run community and social care as proof that Wego delivers: fast replies, visible problem-solving and a voice travellers trust.
- Turn travellers' trips into stories through user-generated content and creator stays.
3. Creators and influencers
- Run the creator and influencer programme as a growth channel: selection on audience fit, contracts, briefs, usage and whitelisting rights.
- Judge creators on what they drive, such as cost per engaged view, traffic, installs and bookings, not on follower counts.
- Work with the performance media team to amplify the creator content that converts.
4. Full-funnel growth with performance marketing
- Own the brand budget line: reach and engagement media, creators and brand research.
- Brief reach and engagement campaigns to Wego's performance media team, who buy and optimise them against the KPIs you set. One media desk serves all of marketing, and the budget and the targets stay yours.
- Design brand-to-conversion journeys with performance, organic and CRM: engaged audiences that feed retargeting, landing pages that convert, and offers that bring travellers back.
- Track how brand activity shows up in branded search, direct and app traffic, conversion rates and acquisition costs.
5. Experimentation and measurement
- Run a constant test-and-learn programme across creative, formats, audiences, markets and offers.
- Commit to a baseline and targets, and report against them in a written quarterly plan covering objectives, hypotheses, budget ask and committed numbers.
- Prove causation, not just correlation: design market holdout tests on reach campaigns with our data team, and use platform lift studies where scale allows.
- Make every brand and social number computable: listening, campaign tagging, and platform data flowing into our analytics.
6. An AI-first function
- Run brand and social on AI: Claude as the day-to-day workhorse, platform connectors for actions, shared working folders for context, and Looker for every number.
- Build and improve agents for the repeatable work, such as segment briefs, social listening, community reply drafts, creator shortlists and weekly reporting. Keep human quality gates on brand character, culture and Arabic.
7. Working across Wego
- Work with the in-house creative studio, which serves brand within a fixed quarterly capacity share and crafts hero campaigns and the template system.
- Work with organic and search on long-form YouTube and search content that carries brand stories.
- Work with martech and data on tracking and measurement, and with product and customer operations so brand promises are true before they are made.
Qualifications & Experience
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 that ran down to conversion: traffic, installs, bookings and acquisition cost, not only reach and impressions.
- A track record of brand and social work that drove measurable growth, and of being held to the numbers.
- Experience leading a small team and owning a budget across channels and markets.
Digital, data and performance
- Digital native, with deep, current, hands-on knowledge of Meta, TikTok, Snapchat and YouTube, including how paid works: formats, bidding, frequency and optimisation.
- You understand how performance marketing works, including attribution, retargeting, CPA and ROAS, and where brand fits in the funnel.
- Data-driven and comfortable in the numbers. You know testing and measurement: A/B tests, lift and holdout tests, and marketing mix modelling concepts. Experience with Looker, Tableau or an equivalent BI tool; SQL is an advantage.
AI literacy
- You already build with AI in your own work: research, production, analysis and workflow.
- Experience with Claude or other generative AI platforms, and with automating marketing work, is a strong advantage.
Market knowledge
- You know the MENA consumer and its platforms: what works and what doesn't, culturally and creatively.
- Experience in South Asia or Southeast Asia is a plus. Arabic language skills are an advantage.
How you work
- Self-directed. You arrive with your own objectives, strategy and numbers.
- Scrappy, hands-on and experimental. You would rather run ten tests and scale the two that work than perfect one campaign, and you still make things yourself.
- Full-funnel. You think from the first impression to the booking, and on to the repeat booking.
- Research- and numbers-led, with strong creative judgement.
- A clear communicator who leads through others, across teams and without formal authority.
Nice to have
- Travel, marketplace or multi-market consumer app experience.
- Experience building a brand around a mascot or brand character.