Head of Performance Marketing, Paid Social

About the role

You will own the end to end strategy and execution for Meta as the central growth engine for GetYourGuide. You will lead the full stack of paid social activities including bidding, creative testing, user journey design, tracking, and measurement. You will set iROAS, ROAS, and spend targets specifically for the channel while ensuring alignment with broader business goals. You will build the systems and infrastructure that sit underneath the channel rather than managing the channel by hand. This role is an individual contributor position designed for someone who thinks in systems first yet remains hands on enough to build and iterate on those systems directly. You will partner cross functionally with Creative, Product, Measurement, and other paid channels to ensure Meta works cohesively within the broader marketing ecosystem.

Key facts

What you'll do

Scale Meta 10x by owning the paid social strategy on Meta and leading the complete user journey, tracking, and measurement while setting iROAS, ROAS, and spend targets for the channel.

Advance bidding and automation by developing advanced bidding strategies and budget allocation approaches while staying ahead of platform innovations and automation capabilities.

Build the systems layer by designing and owning the capabilities that sit underneath the channel, including an agent and MCP layer that automates budget shifts, feed optimization, reporting, and campaign quality assurance.

Strengthen measurement and tracking by moving beyond attribution through triangulation and validating channel contribution across incrementality testing and platform side signals to inform budget decisions.

Partner cross functionally with Creative, Product, Measurement, and other teams to feed a creative engine that serves marketing and product more broadly while collaborating with colleagues on other paid social channels.

Operationalize incrementality by building it into a continuous validation layer rather than treating it as a one off test, ensuring that measurement becomes an ongoing engine.

Own the tracking setup that underpins measurement, including pixel and CAPI implementation and data quality, to ensure reliable insights and decision making.

Drive efficiency at scale by designing workflows and systems that reduce manual effort and allow the team to focus on strategic decisions rather than operational grind.

Leverage AI and MCPs applied to marketing workflows, including agentic automations that connect LLMs to ad platforms, analytics, and creative tooling to streamline execution.

Continuously optimize the full funnel on Meta by testing, learning, and iterating on campaigns, audiences, and creative to maintain performance leadership in a rapidly evolving platform landscape.

Requirements

Bring 6+ years of hands on paid social or performance marketing experience, or a mix of paid channel and product analytics experience, with a proven track record of scaling a channel significantly while maintaining or improving efficiency.

Demonstrate strong systems thinking by comfortably zooming out from campaign level execution to design the capability or process that the work should run on, not just optimising what is in front of you.

Show deep, hands on expertise across the full stack of Meta activities, or equivalent depth in another major paid channel with a clear and quick path to picking up Meta specifics including campaign structure, bidding, the full user journey, catalog and feed, pixel and CAPI, tracking, and creative testing.

Exhibit fluency with Meta Ads Manager, Smartly io, and creative automation platforms, or show fast learning ability if coming from an adjacent channel or analytics background.

Apply working knowledge of AI and MCPs applied to marketing workflows, including agentic automations and connecting LLMs to ad platforms, analytics, and creative tooling.

Maintain deep expertise in measurement triangulation across incrementality testing and attribution, and in the tracking setup such as pixel and CAPI implementation that supports robust data collection.

Employ advanced analytical skills and comfort with SQL and analytics platforms like Google Analytics and data visualisation tools to derive insights and guide actions.

Show strong stakeholder management and communication skills to collaborate effectively with cross functional partners and influence decisions across the organization.

Nice to have

Experience working in a fast growing travel or marketplace environment where performance marketing intersects with brand building and user trust.

Familiarity with travel industry nuances, customer journey complexity, and regulatory considerations relevant to marketing travel experiences.

Practical notes

This role is based in Berlin and requires full time engagement during standard business hours. Travel within Berlin and occasional short term travel for team meetings or industry events may be required. Candidates must be eligible to work in Germany without sponsorship requirements for this position.