Head of Performance Marketing
Foodicsπ Core Information
πΉ Job Title: Head of Performance Marketing
πΉ Company: Foodics
πΉ Location: Riyadh, Ar RiyΔαΈ, Saudi Arabia
πΉ Job Type: Full-time
πΉ Category: π― Performance Marketing
π Essential Job Details
π Job Overview
As Head of Performance Marketing at Foodics, you will lead strategic, data-driven marketing initiatives to optimize customer acquisition, retention, and engagement across digital and CRM channels. You'll oversee two critical functions: Digital Marketing (paid campaigns, SEO, web conversion) and Lifecycle & CRM Automation (customer journey optimization, segmentation strategies). This senior leadership position requires an analytical, hands-on approach in a rapidly growing restaurant management SaaS company with a significant presence across MENA and beyond.
ASSUMPTION: The job type is assumed to be full-time based on the seniority level, scope of responsibilities, and the company's description of offering competitive compensation packages. The role appears to be a permanent position within the leadership team rather than a temporary or contract engagement.
π Key Responsibilities
Digital Marketing
- β Develop and execute data-driven digital marketing strategies across multiple regions
- β Manage multi-channel paid media campaigns (Google Ads, Meta, LinkedIn, programmatic) for optimal ROAS and CAC
- β Own web conversion strategy, improving user journeys, landing page CRO, and website SEO
- β Establish A/B testing frameworks to maximize ad effectiveness
Lifecycle & CRM Automation
- β Lead marketing automation and CRM strategy across email, push, WhatsApp, and in-app notifications
- β Develop audience segmentation strategies for enhanced customer retention, upsells, and cross-sells
- β Orchestrate customer journeys for targeted messaging
- β Collaborate with Product, Sales, and Customer Success teams to drive engagement and reduce churn
Data, Analytics, and Attribution
- β Own performance tracking and attribution modeling
- β Develop dashboards, insights, and reports for strategic decision-making
- β Establish a test-and-learn culture with continuous experimentation
Leadership & Strategy
- β Manage and mentor specialists across digital marketing and CRM automation
- β Align marketing efforts with Foodics' business objectives through cross-functional collaboration
- β Stay current with B2B SaaS and fintech marketing trends
π― Required Qualifications
Education: Not specified
Experience: 8+ years in performance marketing, preferably with B2B SaaS or fintech background
Skills:
- Expertise in paid media buying, demand generation, and account-based marketing
- Experience with CRM marketing and automation tools (HubSpot, Salesforce)
- Strong analytical skills with proficiency in Google Analytics, Google Tag Manager, Looker, Power BI
- Knowledge of SEO, CRO, and landing page optimization
- Deep understanding of customer lifecycle marketing
- Data-driven decision making backed by experimentation
- Agile, results-driven approach
- Proactiveness and initiative
- Collaborative mindset
Preferred Qualifications:
- Experience in F&B, fintech, or B2B SaaS sectors
- Understanding of multi-touch attribution models
- Strong leadership skills managing specialist teams
- Experience with international, multi-market marketing strategies
ASSUMPTION: While no specific education requirements are mentioned, this senior role would typically require at least a bachelor's degree in Marketing, Business, or a related field, with an MBA or specialized marketing certification being advantageous.
π° Compensation & Benefits
Salary Range: Not specified
Benefits:
- Competitive compensation packages
- Performance bonuses
- Potential for equity (shares)
- Annual learning stipend
- Regular training opportunities
- Flexible work arrangements (in-office and hybrid options)
Industry Comparison: The compensation package including bonuses and equity potential appears to be competitive for senior marketing roles in the MENA region's tech sector, particularly for a well-funded SaaS company that has secured significant investment rounds.
ASSUMPTION: Based on the seniority level, scope of responsibilities, and Foodics' position as a well-funded SaaS company in MENA ($170M latest funding round), this role would likely command a premium salary within the Saudi Arabian tech market. Senior marketing leadership roles in tech companies in Riyadh typically offer comprehensive benefits packages as described.
π Applicant Insights
π Company Context
Industry Position: Foodics is a leading restaurant management ecosystem and payment technology provider in the MENA region. The company has processed over 6 billion orders, making it one of the fastest-growing SaaS companies in the region.
Company Size: While exact employee count is not provided, Foodics operates across 5 countries with headquarters in Riyadh and additional offices in UAE, Egypt, Jordan, and Kuwait. They serve customers in over 35 countries worldwide.
Company Stage: Growth-stage technology company that has secured three funding rounds, with the latest being $170 million - described as the largest SaaS funding round in MENA.
ASSUMPTION: Based on the geographical footprint, funding history, and customer base, Foodics appears to be a mid-to-large sized organization in the scale-up phase, likely employing several hundred people across its operations. The substantial funding indicates strong investor confidence and resources for continued expansion.
π Role Analysis
Career Level: Senior leadership position
Reporting Structure: Not explicitly mentioned, but likely reports to the CMO, CRO, or CEO given the seniority and scope
Team Size/Composition: Will manage specialists across digital marketing and CRM automation functions
Growth Opportunities: Potential for significant career advancement in a rapidly expanding company with international presence; opportunity to shape marketing strategy across multiple markets and contribute to a high-growth technology business
ASSUMPTION: This appears to be a department head role with direct reports, likely sitting within the senior leadership team. Given Foodics' growth trajectory, this position would offer visibility to executive leadership and the opportunity to build a substantial team across multiple regions. The role would likely have significant budget responsibility and autonomy in strategy development.
π Location & Work Environment
Office Type: Offers flexible arrangements including in-office and hybrid work options
Geographic Context: Riyadh is the capital and largest city of Saudi Arabia, increasingly positioning itself as a tech hub in the Middle East with significant government investment in the technology sector. The city is rapidly developing as part of Vision 2030, with an increasing presence of international companies and talent.
Work Schedule: Not specified, though standard business hours are typical in corporate roles in Saudi Arabia
Regional Considerations: Working in Saudi Arabia requires cultural awareness and adaptation to local business practices. Riyadh is becoming increasingly cosmopolitan with improving lifestyle amenities for expatriates. The job listing mentions a diverse team with over 30 nationalities, suggesting an international work environment.
ASSUMPTION: While the role is based in Riyadh, the mention of hybrid work options suggests some flexibility for remote work. Given Foodics' international operations, some travel to other markets in the MENA region may be expected, though this isn't explicitly stated.
πΌ Interview & Application Insights
Typical Process: For senior marketing roles at technology companies in the region, candidates typically undergo multiple interview rounds including:
- Initial screening call with HR/recruitment
- Functional interview with marketing leadership
- Case study or presentation of marketing strategy
- Cross-functional interviews with stakeholders (sales, product)
- Final interview with executive leadership
Key Assessment Areas:
- Proven track record in performance marketing with measurable results
- Data-driven approach with examples of optimization strategies
- Experience with B2B SaaS customer acquisition and retention
- Leadership and team management capabilities
- Strategic thinking and ability to align marketing with business objectives
- Cultural fit with a fast-paced, innovative technology company
Application Tips:
- Highlight specific performance metrics and ROI from previous campaigns
- Showcase experience with the specific digital channels mentioned (Google, Meta, LinkedIn)
- Demonstrate knowledge of customer lifecycle marketing and segmentation strategies
- Emphasize any experience with restaurant tech, fintech, or B2B SaaS marketing
- Include examples of leading cross-functional collaboration
- Quantify results from previous CRM and automation initiatives
ATS Keywords: Performance marketing, digital marketing, CRM automation, customer acquisition, retention strategies, B2B SaaS, ROAS, CAC, SEO, CRO, marketing automation, customer segmentation, attribution modeling, HubSpot, Salesforce, Google Analytics, data-driven, A/B testing
ASSUMPTION: These insights are based on standard industry practices for senior marketing roles in technology companies, particularly in the MENA region, and may vary from Foodics' specific hiring process.
π οΈ Tools & Technologies
Marketing Platforms:
- Google Ads
- Meta Ads (Facebook/Instagram)
- LinkedIn Ads
- Programmatic advertising platforms
CRM & Marketing Automation:
- HubSpot
- Salesforce
- Email marketing platforms
- WhatsApp Business API
- Push notification systems
- In-app messaging tools
Analytics & Reporting:
- Google Analytics
- Google Tag Manager
- Looker
- Power BI
- Attribution modeling tools
- A/B testing platforms
SEO & CRO:
- SEO tools (possibly SEMrush, Ahrefs, Moz)
- CRO platforms (possibly Optimizely, VWO)
- Landing page optimization tools
ASSUMPTION: While specific tools beyond those explicitly mentioned (Google Ads, Meta, LinkedIn, HubSpot, Salesforce, Google Analytics, Google Tag Manager, Looker, Power BI) are not listed, proficiency with these types of marketing technologies would be expected for this role. The exact tech stack may vary based on Foodics' specific marketing infrastructure.
π Cultural Fit Considerations
Company Values: While not explicitly stated as formal values, Foodics appears to emphasize:
- Innovation and technological advancement
- Data-driven decision making
- Proactiveness and initiative
- Cross-functional collaboration
- Continuous learning and development
- Diversity and inclusion (team of over 30 nationalities)
Work Style: The job description indicates a fast-paced, high-growth environment that values:
- Results-driven performance
- Analytical thinking
- Hands-on leadership
- Collaborative approach across departments
- Adaptability and agility
- Continuous experimentation and optimization
Self-Assessment Questions:
- Are you comfortable working in a fast-paced, rapidly evolving environment?
- Do you thrive in data-heavy roles where decisions are backed by metrics?
- Can you balance strategic thinking with hands-on execution?
- Are you experienced in building and leading specialist teams?
- Do you enjoy cross-functional collaboration across multiple departments?
- Are you adaptable to working in diverse, multicultural environments?
ASSUMPTION: The cultural elements inferred here are based on language used throughout the job description, particularly phrases like "fast-paced environments," "every decision should be backed by numbers," "proactiveness," and "collaboration-first approach." The emphasis on the company's diverse team suggests an inclusive workplace culture that values different perspectives.
β οΈ Potential Challenges
- Broad Scope: The role encompasses both digital marketing and CRM/lifecycle marketing, requiring expertise across multiple disciplines
- Geographic Complexity: Managing marketing strategies across multiple countries and regions with different market dynamics
- Growth Expectations: Working in a high-growth company that has secured significant funding likely comes with ambitious targets
- Cross-Functional Dependencies: Success will require effective collaboration with multiple departments including Sales, Product, and Customer Success
- Team Building: Responsibility for developing a team of specialists across different marketing functions
- Data Integration: Ensuring seamless data flow between multiple marketing platforms and tools for accurate attribution and reporting
ASSUMPTION: These potential challenges are inferred from the scope of responsibilities, company stage, and operational context described in the job listing. They represent typical considerations for senior marketing roles in growth-stage technology companies operating across multiple markets, not definitive claims about specific difficulties at Foodics.
π Similar Roles Comparison
This Head of Performance Marketing role at Foodics compares to similar positions in the following ways:
VP of Growth Marketing: Similar in scope but Foodics' role has more specific focus on performance channels and CRM automation rather than broader brand marketing.
Director of Digital Marketing: Foodics' position has more strategic responsibility and includes CRM/lifecycle elements that often fall outside standard digital marketing roles.
Head of Demand Generation: Overlaps significantly, though Foodics' role includes broader lifecycle marketing responsibilities beyond initial acquisition.
CMO (smaller companies): Comparable to a CMO role in smaller organizations, but more specialized and technically focused.
Customer Marketing Director: Shares the CRM/lifecycle aspects but Foodics' role has additional acquisition responsibilities not typically found in pure customer marketing positions.
ASSUMPTION: This comparison is based on standard industry patterns for marketing leadership roles in B2B technology companies. Foodics' specific role appears to combine elements typically found across several different marketing leadership positions, suggesting a need for versatile marketing leadership with both acquisition and retention expertise.
π Sample Projects
- Multi-Market Digital Campaign Optimization: Developing and executing targeted digital campaigns across multiple MENA countries, optimizing channel mix, creative approaches, and audience targeting to improve CAC and ROAS metrics.
- Customer Journey Mapping & Automation: Creating comprehensive lifecycle marketing programs that automate personalized communications across email, WhatsApp, and in-app channels based on customer behavior and segmentation.
- Attribution Model Development: Building a multi-touch attribution framework that accurately tracks customer journeys from first touch to conversion and retention, providing insights for budget allocation and strategy refinement.
- Website Conversion Rate Optimization: Leading a cross-functional initiative to improve landing page performance, implement SEO best practices, and enhance user journeys to increase MQL and SQL generation.
- Retention & Upsell Campaign Strategy: Developing targeted messaging and offers for existing customers to reduce churn and increase adoption of additional Foodics products and services.
ASSUMPTION: These sample projects are illustrative examples based on the responsibilities described in the job listing. They represent typical initiatives a Head of Performance Marketing might lead, but the specific priorities at Foodics may vary based on current business objectives.
β Key Questions to Ask During Interview
- Growth Priorities: "What are the primary growth markets and customer segments Foodics is focusing on over the next 12-24 months?"
- Performance Metrics: "How do you currently measure marketing success, and what specific KPIs would be most important for this role?"
- Team Structure: "Can you tell me more about the current marketing team structure and the key positions that would report to this role?"
- Cross-Functional Collaboration: "How does the marketing team collaborate with Sales, Product, and Customer Success teams to drive business outcomes?"
- Marketing Technology: "What is the current marketing technology stack, and are there any planned investments or changes to these systems?"
- Challenges: "What do you see as the biggest challenges or obstacles for performance marketing at Foodics in the coming year?"
ASSUMPTION: These questions are suggested based on typical considerations for senior marketing roles and may need adaptation based on specific interview contexts and prior discussions. They aim to demonstrate strategic thinking while gathering important information about the role and company.
π Disclaimer
β οΈ This enhanced job description was AI-generated based on the original job listing. Information has been organized and supplemented with industry-standard insights where details were not provided. All assumptions are explicitly labeled. Applicants should verify all details directly with the employer before making decisions based on this content.
π Next Steps for Applicants
- Research Foodics thoroughly: Review their website, LinkedIn page, news articles about their funding rounds, and product offerings to understand their business model and market position.
- Tailor your resume and LinkedIn profile: Incorporate key ATS terms like "performance marketing," "digital campaign optimization," "CRM automation," "customer lifecycle marketing," and "ROAS/CAC optimization." Quantify your achievements with specific metrics to demonstrate your data-driven approach.
- Prepare a portfolio: Compile case studies or examples of successful performance marketing campaigns you've led, focusing on measurable results and strategic thinking.
- Develop market insights: Research the restaurant technology and fintech sectors in MENA to demonstrate your understanding of Foodics' market context.
- Network strategically: Connect with current or former Foodics employees on LinkedIn to gain insights about the company culture and hiring process.
- Prepare for technical discussions: Be ready to discuss specific digital marketing platforms, CRM systems, and analytics tools in detail, with examples of how you've used them effectively.
- Consider cultural context: If you're not currently based in Saudi Arabia, research business culture and demonstrate your adaptability to working in the region.