Senior Director of Marketing

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

📋 Description

• Take charge of the Casago brand: Develop a national brand strategy and positioning while enhancing awareness among two crucial audiences—homeowners who can trust us with their properties and guests who could book a stay. Transform the idea of “national brand, local heart” into a feeling, not just a slogan.

• Oversee brand standards: Create and uphold the Casago brand identity, voice, and visual standards, ensuring consistent application across all franchise markets. Empower local operators to effectively utilize the brand and maintain high standards where necessary.

• Manage the franchise marketing fund: Lead the strategy, budgeting, allocation, and transparent reporting for the official franchise marketing fund. Allocate pooled resources where they yield the most significant impact across the network, clearly demonstrating ROI to franchisees, and collaborate with the franchisee community (e.g., a marketing advisory council) to maintain trust and accountability.

• Boost homeowner awareness and supply: Collaborate with the owner growth team to facilitate brand-level demand generation that increases homeowner awareness and channels qualified owner leads into franchisee pipelines, expanding the homes under management throughout the network.

• Enhance guest demand and direct bookings: Collaborate with the Vacasa.com and Casago.com teams to strengthen the performance engine—support paid media, SEO, lifecycle/CRM, and content strategies that increase profitable guest demand and direct bookings.

• Collaborate on the digital storefront: Work closely with the Vacasa.com / Casago.com website team on SEO, content, conversion strategies, and a unified digital approach across both platforms.

• Support the franchise network: Work 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 outstanding operators to market like a national brand from day one.

• Develop AI-first systems: Consider AI and automation as essential infrastructure rather than ancillary projects. Establish a streamlined martech and content framework that allows a small team to operate at a national scale.

• Monitor performance metrics: Connect marketing efforts to brand growth, health, and awareness, as well as key metrics such as CAC, ROAS, owner LTV, booking conversion, and marketing fund ROI. Create dashboards and the discipline necessary to support them.

• Lead and expand the team: Recruit, mentor, and manage a high-impact marketing team, along with the agency and vendor partners that surround it.

• Other duties as assigned; each day brings unique challenges in the hospitality sector!

⛳️ Requirements

• Over 10 years of marketing experience, including more than 5 years in team leadership, with a proven record of managing both brand and performance/demand generation at scale.

• Background in multi-location, franchise, marketplace, hospitality, travel, or real estate sectors, ideally marketing to dual audiences (supply and demand).

• Practical experience in managing a franchise marketing fund, co-op ad fund, or pooled marketing budget, along with the transparency and franchisee engagement that these roles necessitate. (Strongly preferred.)

• Strong brand-building instincts combined with deep performance expertise in paid media, SEO, lifecycle, and attribution. Comfortable with both creative reviews and data analysis.

• Proven ability to lead cross-functional teams: You can align operations, franchise-facing teams, and web/product partners without relying solely on direct authority.

• Demonstrated use of AI and automation to enhance efficiency and productivity.

• Strong financial management skills and comfort with overseeing a significant budget for which you are accountable.

• A proactive approach, low ego, and genuine curiosity. You communicate directly, minimize unnecessary details, and prefer to learn from action rather than perfecting endlessly.

• Ability to thrive in a fast-paced, agile environment where you will be building the plane while flying it.

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

🏝️ Benefits

• Health, dental, and vision insurance based on hours worked.

• Employer-sponsored and voluntary supplemental benefits based on hours worked.

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

• Health and dependent care flexible spending accounts based on hours worked.

• Paid flex time off, including vacation and sick leave.

• Employee Assistance Program (EAP).

• Employee discounts.

• Please visit our careers page to explore our complete benefits offerings.