Growth Marketing Lead, Display

🔹 Job Title: Growth Marketing Lead, Display

🔹 Company: Airbnb

🔹 Location: United States (Remote Eligible)

🔹 Job Type: Full-time

🔹 Category: 🚀 Growth Marketing

🚀 Job Overview

As the Growth Marketing Lead for Display at Airbnb, you'll spearhead the company's digital display strategy across programmatic, paid social, and mobile channels. You'll be positioned at the intersection of marketing, engineering, and data science to drive key customer engagement metrics and re-engagement efforts. Your focus will be on growing Airbnb's Experiences product through efficiency growth levers while maximizing the value of digital media investments to achieve global growth targets.

ASSUMPTION: This role appears to focus primarily on the Experiences product line at Airbnb, though the overall responsibility extends to broader display marketing strategies that impact the entire guest journey.

📋 Key Responsibilities

• ✅ Develop and execute global display strategy leveraging programmatic and paid social channels
• ✅ Execute campaign components including audience management, creative testing, budget optimization and bidding strategies
• ✅ Maintain data-driven approach through continuous optimization and experiment design
• ✅ Lead end-to-end creative brief development and execution
• ✅ Collaborate with technical teams to develop innovative features that optimize global media planning
• ✅ Own project management and cross-functional campaign development workflows
• ✅ Research and evaluate growth opportunities, prioritizing high-impact projects
• ✅ Manage tracking, measurement, attribution, optimization and automation across web and apps

🎯 Required Qualifications

Education: Not specified

Experience: 10-12+ years of relevant work experience in growth marketing

Skills:

• Proven results in running high-volume campaigns across social, digital, and programmatic media
• Experience working with strong brand guidelines and high-quality creatives
• Strong analytical capabilities (Excel advanced functions, Facebook Ads Manager, Google AdWords, SQL)
• Technical knowledge of tracking, tooling, experiment design and implementation
• Excellent communication skills and cross-functional collaboration abilities
• Strong project management skills, including managing multiple simultaneous projects
• Experience working in global teams across multiple geographies

ASSUMPTION: While no specific education requirements are mentioned, based on the seniority level and technical requirements, a bachelor's degree in Marketing, Business, Communications or related field is likely expected.

💰 Compensation & Benefits

Salary Range: $160,000 - $203,500 USD

Benefits: Bonus, equity, benefits, and Employee Travel Credits

Industry Comparison: This compensation range is competitive for senior marketing roles in the tech industry, particularly for remote positions with a company of Airbnb's size and market position.

ASSUMPTION: The salary range provided is base pay only and doesn't include the value of equity or bonuses, which can be substantial at tech companies like Airbnb. Total compensation including these elements would likely place this role at the upper tier of similar positions in the travel/tech industry.

🔍 Company Context

Industry Position: Airbnb is a global leader in the travel and hospitality industry, pioneering the home-sharing marketplace. Founded in 2007, the platform now connects over 5 million hosts with guests across almost every country worldwide, having facilitated over 2 billion guest arrivals.

Company Size: Large, established technology company

Company Stage: Mature, publicly-traded company with global operations

ASSUMPTION: Information about Airbnb's founding and scale is taken directly from the job listing. The classification as a mature, publicly-traded company is based on Airbnb's well-known market position and its IPO in December 2020.

📊 Role Analysis

Career Level: Senior

Reporting Structure: Likely reports to a Director or VP of Growth Marketing

Team Size/Composition: Cross-functional collaboration with Marketing, FP&A, Data Science, Product, Engineering, and Design teams

Growth Opportunities: Potential paths include Director of Growth Marketing, Head of Performance Marketing, or specialized leadership in digital acquisition strategies

ASSUMPTION: The reporting structure and growth opportunities are inferred based on the seniority level (10-12+ years experience required) and typical organizational structures in tech companies of Airbnb's size. The role appears to be individual contributor with significant influence but not explicitly mentioning direct reports.

🌍 Location & Work Environment

Office Type: Remote with occasional in-office or offsite requirements

Geographic Context: Must reside in a state where Airbnb, Inc. has a registered entity (some states are excluded)

Work Schedule: Not specified, likely standard full-time hours with flexibility

Regional Considerations: Position requires living in states where Airbnb is registered to operate, with certain states excluded (updated list available on Airbnb's careers page)

ASSUMPTION: The work schedule is inferred to be standard full-time with some flexibility, which is common for remote roles at tech companies. The excluded states list is dynamic, so applicants would need to check the current list on Airbnb's careers page.

💼 Interview & Application Insights

Typical Process: Initial HR screening, hiring manager interview, panel interviews with stakeholders from cross-functional teams, possibly a case study or marketing strategy presentation

Key Assessment Areas: Strategic thinking, analytical capabilities, experience with programmatic and paid social, creative sensibility, cross-functional collaboration skills, and data-driven decision making

Application Tips: Highlight quantifiable growth marketing achievements, showcase experience with performance media, and demonstrate technical proficiency in marketing platforms and analytics

ATS Keywords: growth marketing, programmatic advertising, paid social, media optimization, performance marketing, digital acquisition, display advertising, experiment design, Facebook Ads Manager, Google AdWords, SQL

ASSUMPTION: These insights are based on typical hiring practices for senior marketing roles in tech companies and the specific requirements mentioned in the job description.

🛠️ Tools & Technologies

• Facebook Ads Manager/Facebook Marketing Platform
• Google AdWords
• Excel (advanced functions)
• SQL
• Programmatic advertising platforms
• Analytics and attribution tools
• Mobile marketing platforms

ASSUMPTION: While only Facebook Ads Manager, Google AdWords, Excel, and SQL are explicitly mentioned, proficiency with programmatic advertising platforms, analytics tools, and mobile marketing platforms is implied by the role responsibilities.

👔 Cultural Fit Considerations

Company Values: Inclusion, belonging, and authentic connections are emphasized at Airbnb, which aligns with their mission of helping guests connect with communities authentically

Work Style: Collaborative, data-driven, cross-functional, with an emphasis on both strategic thinking and execution

Self-Assessment: Do you thrive in fast-paced environments? Are you comfortable balancing creative marketing with technical data analysis? Can you effectively navigate cross-functional relationships? Do you enjoy the travel industry and understand Airbnb's unique value proposition?

ASSUMPTION: The company values are inferred from Airbnb's stated commitment to inclusion and belonging in the job listing, as well as their mission statement about authentic community connections.

⚠️ Potential Challenges

• Managing stakeholder expectations across multiple functional teams
• Balancing creative marketing elements with data-driven performance requirements
• Navigating global marketing strategies across different markets with varying regulations
• Driving growth specifically for the Experiences product, which may face different challenges than Airbnb's core accommodation business
• Working remotely while maintaining effective collaboration with teams across different locations

ASSUMPTION: These challenges are inferred from the job responsibilities and the nature of working in growth marketing for a global tech platform with multiple product lines.

📈 Similar Roles Comparison

This Growth Marketing Lead role focuses specifically on display advertising, whereas similar roles might include:

• Performance Marketing Manager: Typically broader in scope, covering multiple acquisition channels beyond display
• Paid Media Director: Usually more senior with greater emphasis on strategy and team management
• Digital Marketing Lead: Often encompasses more channels including email, SEO, and content marketing
• User Acquisition Manager: Similar focus on acquisition but may include mobile app install campaigns and different metrics

ASSUMPTION: This comparison is based on standard industry role definitions and how this position is described in relation to display marketing specifically.

📝 Sample Projects

• Developing and implementing a global programmatic retargeting strategy to re-engage users who browsed but didn't book Experiences
• Creating and testing various creative formats across display networks to increase CTR and conversions for Experiences
• Collaborating with data science to develop predictive models that optimize bidding strategies based on customer lifetime value
• Building and scaling an audience strategy that efficiently targets potential Experience bookers across multiple platforms
• Implementing attribution modeling improvements to better understand the impact of display channels on the overall marketing mix

ASSUMPTION: These projects are illustrative examples based directly on the responsibilities listed in the job description and are focused specifically on the Experiences product mentioned in the role.

❓ Key Questions to Ask During Interview

• How does the Growth Marketing team measure success for the Experiences product, and how have those metrics evolved over time?
• What are the biggest challenges currently facing the display channel for Experiences, and what strategies have been attempted so far?
• How does the cross-functional collaboration work between Marketing, Product, and Engineering when developing new growth initiatives?
• What technology infrastructure exists to support display marketing efforts, and are there any planned improvements to these systems?
• How does Airbnb balance brand messaging with performance metrics in its display advertising strategy?
• What's the current state of automation and machine learning implementation in your display marketing efforts?

ASSUMPTION: These questions are suggested based on the role description and would demonstrate the candidate's understanding of growth marketing challenges specific to Airbnb's business model.

1. Tailor your resume to highlight relevant experience with display advertising, programmatic media, and performance marketing, using keywords from the job description
2. Prepare a portfolio of growth marketing case studies that demonstrate your impact, especially any related to travel, experiences, or marketplace businesses
3. Research Airbnb's Experiences product to understand its current market position and opportunities for growth
4. Connect with current or former Airbnb employees on LinkedIn to gain insights into the company culture and Growth Marketing team
5. Prepare specific examples that demonstrate your ability to balance creative marketing with data-driven decision making
6. Verify your eligibility based on your state of residence by checking Airbnb's current list of excluded states
7. Consider your experience with the Airbnb platform as a user or host, as familiarity with the product is valued