Note: The job is a remote job and is open to candidates in USA. Vacasa is a vacation rental company where great people create exceptional experiences. They are hiring a Senior Director of Marketing to lead marketing for Casago, focusing on brand strategy, demand generation, and franchise marketing initiatives to drive growth and awareness among homeowners and guests.
Responsibilities
- Own the Casago brand: Set national brand strategy and positioning, and grow awareness among the two audiences that matter most, homeowners who could trust us with their property, and guests who could book a stay. Make “national brand, local heart” something people feel, not just a tagline
- Govern brand standards: Build and maintain the Casago brand system identity, voice, visual standards and ensure it’s applied consistently across every franchise market. Equip local operators to use the brand well, and hold the line where it counts
- Steward the franchise marketing fund: Own strategy, budgeting, allocation, and transparent reporting for the official franchise marketing fund. Deploy pooled dollars where they drive the most network-wide impact, demonstrate ROI clearly to franchisees, and partner with the franchisee community (e.g., a marketing advisory council) to keep trust high and spend accountable
- Drive homeowner awareness and supply: Partner with the owner growth team to enable brand-level demand generation that builds homeowner awareness and feeds qualified owner leads into franchisee pipelines, growing homes under management across the network
- Help drive guest demand and direct bookings: Work with the Vacasa.com and Casago.com teams to help build the performance engine – assist in paid, SEO, lifecycle/CRM, and content strategy that grows profitable guest demand and direct-bookings
- Partner on the digital storefront: Work extensively with the Vacasa.com / Casago.com website team on SEO, content, conversion, and a coherent digital strategy across both domains
- Enable the franchise network: Partner cross-functionally with Franchise Operations and Franchise Success Managers to deliver turnkey local marketing playbooks, templates, co-op programs, and AI-powered tools so a great operator can market like a national brand on day one
- Build AI-first systems: Treat AI and automation as core infrastructure, not a side project. Stand up a lean martech and content stack that lets a small team operate at national scale
- Own the numbers: Tie marketing to growth brand health and awareness, CAC, ROAS, owner LTV, booking conversion, and marketing-fund ROI. Build the dashboards and the discipline behind them
- Lead and grow the team: Hire, develop, and lead a high-leverage marketing team and the agency and vendor partners around it
- Other duties as assigned because every day is different in hospitality!
Skills
- 10+ years in marketing with 5+ years leading teams, and a track record of owning both brand and performance/demand generation at scale
- Experience in a multi-location, franchise, marketplace, hospitality, travel, or real estate environment ideally marketing to two audiences at once (supply and demand)
- Both real brand-building instincts and deep performance fluency in paid media, SEO, lifecycle, attribution. You're equally comfortable in the creative review and the spreadsheet
- Proven cross-functional leadership: you can align operations, franchise-facing teams, and web/product partners without relying on direct authority
- Demonstrated adoption of AI and automation to do more with less
- Sound financial stewardship and comfort owning a meaningful budget you're accountable for
- A bias for action, low ego, and genuine curiosity. You're direct, you cut the fluff, and you'd rather ship and learn than polish forever
- Comfort operating in a fast-moving, lean environment where you'll build the plane while flying it
- Hands-on experience managing a franchise marketing fund, co-op ad fund, or pooled marketing budget with the transparency and franchisee buy-in those require. (Strongly preferred.)
- Bonus: vacation rental / PropTech experience, franchise development exposure, or PR/communications chops
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 ourcareers pageto review our full benefits offerings
Company Overview