Director, App Acquisition & Lifecycle Marketing

KAYAK

Director of Lifecycle Marketing & App Acquisition at KAYAK leading strategies for travel app growth. Collaborating across teams to enhance user engagement and retention through innovative marketing initiatives.

Posted 7/1/2026full-timeNorwalk • Connecticut, Florida, Massachusetts • 🇺🇸 United StatesLead💰 $155,000 - $165,000 per yearWebsite

Tech Stack

Tools & technologies

AndroidiOS

About the role

Key responsibilities & impact

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.

Requirements

What you’ll need

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.

Benefits

Comp & 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

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills & Tools

Lifecycle MarketingCRM ChannelsApp Growth StrategyPerformance MarketingPaid Acquisition CampaignsEngagement ProgramsApp Store OptimizationKPI DefinitionUser RetentionConversion Optimization

Soft Skills

Strong CommunicationTeam LeadershipMentoringCross-Functional CollaborationFeedback Provision