Head of Performance Marketing

Overview

ABOUT WEROAD: CONNECTING PEOPLE, CULTURES, AND STORIES

Founded in 2017, WeRoad is a fast-growing startup disrupting the travel industry in Italy, Spain, UK, Germany, France and Switzerland. With 200 team members and 3K Travel Coordinators, we are a community of travelers who turn every trip into a life-changing experience. We connect like-minded millennials and send them on adventures to 300+ destinations worldwide. WeRoad is on a mission to design and deliver experiences worth living and sharing, through rewriting the rules of the travel industry.

Location: Milan, HQ (hybrid) • Job Title: Head of Performance Marketing • Contract Type: Permanent, Full Time

This is a role for a strategic and technical leader who balances hands-on execution with big-picture growth impact, responsible for architecting and scaling a high-impact, full-funnel performance marketing function across multiple European markets.

Responsibilities

• Own the global performance marketing strategy across all digital channels: Meta, Google, TikTok, Display, Programmatic, and Affiliation
• Develop annual and quarterly budget plans, investment scenarios, and market-by-market breakdowns to maximize ROI and drive sustainable customer acquisition growth
• Oversee weekly trading, reallocating budgets across markets and funnel stages based on real-time performance and learnings
• Lead campaign planning and execution to meet CAC targets with consistent bidding and targeting strategies
• Develop and execute audience strategies using first-party data and CDP capabilities for smarter targeting, suppression, and personalization
• Integrate and refine measurement frameworks, combining attribution models with MMM and incrementality testing
• Build automated dashboards and provide actionable performance insights for investment decisions and stakeholder communication on weekly, monthly, and quarterly cadences
• Focus on bidding elasticity, new customer acquisition efficiency, incremental value, and de-risking budget allocation

Measurement & Analytics

• Integrate measurement frameworks with attribution modelling, MMM, incrementality testing, and marketing effectiveness methodologies
• Proficiency in building dashboards and reporting; SQL and automation tools are a plus

Team Leadership & Cross-functional Collaboration

• Structure and lead the in-house performance marketing team across multiple markets
• Collaborate with WeRoad's central Growth Team (Martech, Data, CRM) to align backlogs and prioritize impactful initiatives
• Drive data-driven creative development with Brand and Creative Ops to produce high-performing assets
• Cultivate a fast-paced, ownership-driven culture focused on experimentation and learning

Technical Expertise

• Evaluate bidding tools, automation scripts, audience management systems, and creative feed management
• Leverage platform AI features and third-party tools to automate workflows, bidding, targeting, and reporting pipelines

What we're looking for

• Extensive Performance Marketing Expertise: 20M+ budget management across multiple markets/channels (Meta, Google, TikTok, programmatic, affiliation); deep knowledge of bidding strategies and platform optimizations; hands-on with data and platforms
• Measurement & Analytics Mastery: Attribution modelling, MMM, incrementality testing; background in technical/analytics is a plus with proficiency in SQL and spreadsheets
• Team Leadership: Experience building and scaling multi-channel performance teams; strong cross-functional collaboration with Brand, Creative, Growth & Data, and Product
• Strategic Mindset & Operational Excellence: Budget forecasting, ROI modelling, thrives in data-rich environments with long consideration cycles; obsessed with testing and optimization

Benefits

• Performance-based bonus – discretionary annual variable bonus based on performance and company results
• A free WeRoad trip every year with travel benefits; 1,200/year travel discount or additional travel as a Travel Coordinator
• Unlimited holiday; flexible working and destination work option up to 1 month per year
• Learning opportunities and growth support
• New parent support – 3,600/year for 3 years after birth or adoption
• Extra benefits – meal vouchers where applicable, wedding or civil union bonus, and a 5-year service bonus
• Vibrant co-working space, team events, and meetups
• Hybrid working – flexible arrangement with location freedom up to 1 month per year

Ready to apply?

WeRoad values cultural fit as much as skills. The selection process includes multiple steps to ensure alignment with our culture:

• Introductory call with People & Culture
• Technical and background-based interview with the Hiring Manager
• Case Study + second technical interview
• Key stakeholders final catch-up

WeRoad is an equal opportunity employer: we consider all applicants regardless of race, religion, color, ancestry, national origin, sex, sexual orientation, gender identity, age, family status, political affiliation, disability, or any other legally protected characteristic. If you’re passionate about the role, we encourage you to apply with enthusiasm.