Airbnb - Senior Demand Strategy Lead, Experiences
Requirements
• Two-sided marketplace or platform experience with both supply and demand levers • Familiarity with marketing automation platforms and referral/incentive mechanics • Your Location: • This position is US - Remote Eligible. The role may include occasional work at an Airbnb office or attendance at offsites, as agreed to with your manager. While the position is Remote Eligible, you must live in a state where Airbnb, Inc. has a registered entity. Click here for the up-to-date list of excluded states. This list is continuously evolving, so please check back with us if the state you live in is on the exclusion list If your position is employed by another Airbnb entity, your recruiter will inform you what states you are eligible to work from. • Our Commitment To Inclusion & Belonging: • Airbnb is committed to working with the broadest talent pool possible. We believe diverse ideas foster innovation and engagement, and allow us to attract creatively-led people, and to develop the best products, services and solutions. All qualified individuals are encouraged to apply. • We strive to also provide a disability inclusive application and interview process. If you are a candidate with a disability and require reasonable accommodation in order to submit an application, please contact us at: [email protected]. Please include your full name, the role you’re applying for and the accommodation necessary to assist you with the recruiting process. • We ask that you only reach out to us if you are a candidate whose disability prevents you from being able to complete our online application. • Equal Employment Opportunity:
Responsibilities
• The Experiences team is responsible for scaling a curated, high-quality supply of unique activities hosted by local creators, iconic businesses, and operators worldwide and we're at an inflection point. • We have a large and growing captive audience of guests who have booked or are considering a trip, and a suite of lifecycle, CRM, and owned-content levers that remain significantly under-optimized. Email, push, transactional messaging, and our owned editorial channels are low-cost, high-reach ways to move demand once the right strategy, testing infrastructure, and automation are in place. • As a Senior Demand Strategy Lead, you are entrusted with owning the strategy end to end, defining how we engage guests across the full lifecycle, from discovery and booking through post-experience engagement and repeat, and how owned content builds demand alongside it. You set the direction, define success metrics, identify what is and isn't working, and own the outcome. Where Growth Marketing is accountable for shipping the work, you're accountable for whether it actually moves demand: this is a senior, broad mandate, where you own a priority outright and set strategy that XFN partners and vendors execute against, rather than running campaigns yourself. This role reports to the Director of Global Demand for Experiences. • A Typical Day: • Own lifecycle & CRM strategy • Define the end-to-end guest lifecycle strategy for Experiences, from first touch through repeat booking • Own the roadmap for email and push programs: Tripcycle, home-abandoner sequences, transactional messaging, and Launchpad integration • Identify the highest-impact audience segments, messaging angles, and send cadences, and build a rigorous testing framework to validate them • Drive automation of high-performing sends to maximize reach with minimal ongoing cost • Own editorial & owned content • Build an editorial calendar and a content-to-conversion measurement approach, so owned content is held to demand outcomes, not just engagement • Partner with Brand, Creative, and the affiliates/social lead so owned content, social, and lifecycle reinforce one another rather than overlap • Own Guest Referrals program strategy • Define the strategy and success criteria for the Experiences guest referral program • Partner with Product on UX improvements and bonus design to drive adoption • Track performance and iterate on incentive structures to find the lever that moves the needle • Drive XFN execution • Drive XFN execution • Partner with Growth Marketing and Engineering to translate strategy into shipped campaigns and automated workflows • Maintain a clear view of what is in flight, blocked, or needs escalation, with a regular reporting cadence • Influence Product roadmap prioritization so lifecycle and content capabilities keep pace with strategy • Your Expertise: • Your Expertise: • 12+ years in growth, lifecycle, CRM, email, or content marketing, ideally in a consumer marketplace or travel context • Track record owning a channel or lifecycle strategy end to end and being accountable for its business outcome, not just executing campaigns • Experience setting strategy that others (XFN partners, agencies, or a small team) execute against, in a matrixed environment • Strong analytical skills: builds measurement frameworks, interprets A/B tests, uses data to drive decisions • Experience building and scaling email/push automation programs • Editorial or owned-content judgment: can shape what we say and publish, not only how we send it • Crisp written and verbal communication: writes clear briefs, presents strategy to leadership, aligns stakeholders
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