Director, App Acquisition & Lifecycle Marketing

KAYAK, part of Booking Holdings (NASDAQ: BKNG), is a leading travel search engine. With billions of queries across our platforms, we help people find their perfect flight, stay, rental car and vacation package. We’re also transforming business travel with a new corporate travel solution, KAYAK for Business.

As an employee of KAYAK, you will be part of a travel company that operates a portfolio of global metasearch brands including momondo, Cheapflights and HotelsCombined, among others. From start-up to industry leader, innovation is in our DNA and every employee has an opportunity to make their mark. Our focus is on building the best travel search engine to make it easier for everyone to experience the world.

We're looking for a Director, Lifecycle Marketing & App Acquisition to join our Brand Marketing team and help shape how millions of travelers discover and engage with KAYAK. In this role, you'll lead the strategy behind our lifecycle marketing programs and app acquisition efforts - connecting the right message to the right traveler at the right moment. You'll report into our SVP of Global Brand & B2B Marketing and collaborate with a globally distributed team spanning brand, creative, performance marketing, and commercial partnerships.

This role requires you to commute to our Cambridge, MA; Norwalk, CT; or Miami, FL offices 3 times per week.

In this role, you will:

• 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.

Please apply if you have:

• 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.

• A data-informed approach to decision-making — you're comfortable analyzing campaign metrics, running experiments, and using insights to guide strategy.

• Familiarity with lifecycle marketing platforms (e.g., Braze, Iterable, Leanplum, Airship) and mobile measurement tools (e.g., Adjust, AppsFlyer, Branch).

• Proven experience building and leading CRM, lifecycle, or growth marketing teams.

• Strong communication skills, with the ability to present strategies and results clearly to both technical and non-technical audiences.

• Bachelor's degree or equivalent professional experience.

To stand out, you also have:

• Experience in travel, e-commerce, or consumer technology.

• Familiarity with A/B testing and experimentation frameworks for lifecycle or acquisition programs.

• Experience working with globally distributed teams or across multiple markets.

• Knowledge of privacy regulations and their impact on lifecycle marketing and mobile attribution.

Benefits and Perks

• Work from (almost) anywhere for up to 20 days per year

• Focus on mental health and well-being:

  • 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

There are a variety of factors that go into determining a salary range, including but not limited to external market benchmark data, geographic location, and years of experience sought/required. The range for this US-based role is $155,000-$165,000, not inclusive of annual bonus and recurring RSU grants.

We offer a competitive base salary and benefits including: health benefits; flexible spending account; retirement benefits; life insurance; paid time off (including PTO, paid sick leave, medical leave, bereavement leave, floating holidays and paid holidays); and parental leave benefits.

Inclusion

At KAYAK, we want everyone to have the space to grow, share ideas and do great work. That’s why we’re focused on hiring the best talent from all walks of life and experiences, supporting them well and making sure no one feels like they have to fit a mold to belong here.

Need any adjustments for the interview, application or on the job? No problem - just give us a heads-up. We’ve got you.

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