Senior Director – Marketing

This is a fully remote position, open to applicants in Alabama, +36 more states.

📋 Description

• Take ownership of the Casago brand by establishing a national brand strategy and positioning, while enhancing awareness among two key audiences: homeowners who can trust us with their properties and guests looking to book a stay. Transform “national brand, local heart” into a tangible experience rather than just a slogan.

• Maintain brand standards by developing and upholding the Casago brand system identity, voice, and visual guidelines, ensuring consistent application across all franchise markets. Equip local operators to effectively utilize the brand and enforce standards where necessary.

• Manage the franchise marketing fund by overseeing strategy, budgeting, allocation, and transparent reporting for the official franchise marketing fund. Invest pooled resources where they will have the greatest impact across the network, clearly demonstrating ROI to franchisees, and collaborating with the franchisee community (e.g., a marketing advisory council) to maintain high trust and accountability in spending.

• Enhance homeowner awareness and supply by collaborating with the owner growth team to facilitate brand-level demand generation that increases homeowner awareness and generates qualified owner leads for franchisee pipelines, thereby expanding homes under management throughout the network.

• Stimulate guest demand and direct bookings by partnering with the Vacasa.com and Casago.com teams to develop a performance engine – contributing to paid media, SEO, lifecycle/CRM, and content strategies that foster profitable guest demand and encourage direct bookings.

• Collaborate on the digital storefront by extensively working with the Vacasa.com / Casago.com website team to optimize SEO, enhance content, improve conversion rates, and create a unified digital strategy across both platforms.

• Empower the franchise network by working cross-functionally with Franchise Operations and Franchise Success Managers to provide ready-to-use local marketing playbooks, templates, co-op programs, and AI-powered tools, enabling exceptional operators to market like a national brand from day one.

• Build AI-driven systems by considering AI and automation as fundamental infrastructure rather than an ancillary project. Establish a streamlined martech and content stack that allows a small team to operate at a national scale.

• Analyze performance metrics by linking marketing efforts to brand growth, health, awareness, customer acquisition cost (CAC), return on advertising spend (ROAS), owner lifetime value (LTV), booking conversion, and marketing fund ROI. Create dashboards and implement the necessary discipline to support them.

• Lead and develop the team by recruiting, nurturing, and guiding a high-impact marketing team along with the agency and vendor partners that support it.

• Carry out other responsibilities as assigned, as each day in hospitality presents unique challenges!

⛳️ Requirements

• Over 10 years of marketing experience, including more than 5 years in leadership roles, with a proven history of managing both brand and performance/demand generation on a large scale.

• Experience in a multi-location, franchise, marketplace, hospitality, travel, or real estate setting, ideally marketing to two audiences simultaneously (supply and demand).

• Practical experience managing a franchise marketing fund, co-op ad fund, or pooled marketing budget, emphasizing transparency and franchisee support. (Strongly preferred.)

• Possess both brand-building instincts and substantial performance expertise in paid media, SEO, lifecycle, and attribution. Comfortable in both creative evaluations and data analysis.

• Proven ability to lead cross-functional initiatives: capable of aligning operations, franchise-facing teams, and web/product partners without needing direct authority.

• Demonstrated use of AI and automation to achieve greater efficiency with fewer resources.

• Strong financial management skills and the ability to oversee a significant budget for which you are accountable.

• A proactive mindset, low ego, and genuine curiosity. Direct in communication, focused on results, and prefer to execute and learn rather than endlessly refine.

• Ability to thrive in a fast-paced, lean environment where you’ll need to innovate while adapting.

• Bonus: experience in vacation rental / PropTech, exposure to franchise development, or skills in PR/communications.

🏝️ Benefits

• Health/dental/vision insurance based on hours worked.

• Employer Sponsored & Voluntary Supplemental Benefits based on hours worked.

• 401K retirement savings plan with immediate 100% company match on the first 4% you contribute.

• Health & Dependent Care Flexible Spending Accounts based on hours worked.

• Paid Flex Time Off / Vacation & Sick Time.

• Employee Assistance Program (EAP).

• Employee Discounts.

• Please visit our careers page to review our full benefits offerings.