Head of B2B Marketing

About the Role

Our business-to-business business unit (B2B) is one of the most ambitious commercial builds in Booking Holdings’ history — and marketing will be at the center of making it real.

Reporting directly to the Chief Commercial Officer of B2B, the Head of B2B Marketing role is responsible for the global enterprise marketing functions for the newly established Booking Partner Division.

The purpose of the Marketing Department at the B2B business unit is threefold: defining and launching the brand identity of B2B with Booking Holdings and leveraging the portfolio of brands (Agoda, Booking, Priceline) to establish us as the leading B2B brand in the travel industry, to strategically attract relevant incremental partners, and to help the B2B strategic partners grow their own businesses — designing and executing partner marketing programmes that deploy B2B’s data assets, media scale, and B2C brand portfolio to drive measurable demand through partners’ own customer channels, paid media, and social platforms to help our partners attract new customers to their platforms (B2B2C).

The role is responsible for creating and executing the marketing plan that supports our overarching partner and end-customer value propositions.

Collaborating closely with the B2C marketing leads in Agoda, Booking, and Priceline, the Head of Marketing brings these value propositions to life.

Collective efforts are dedicated to delivering a compelling partner and customer experience that aligns with the B2B and Booking Holdings brands and resonates with target audiences.

This is not a brand stewardship role; it is a commercial leadership role with a marketing instrument.

You will be expected to build fast, measure rigorously, iterate relentlessly, and hold yourself and your team to ambitious, quantified outcomes. You are responsible for a sizable marketing budget, leading a team of roughly 30 globally dispersed people and are part of the B2B (commercial) Leadership Team.

The role is based at the New York City headquarters in the United States, reporting into the CCO of B2B and requires close collaboration across teams in the US, Europe, and Asia, as well as regular travel and flexibility across time zones.

Brand and Market Positioning

Define the B2B brand identity, positioning, and messaging architecture from the ground up. Establish a differentiated point of view in the B2B travel market — one that is credible to both supply‑side partners and distribution partners. Leverage the Booking Holdings brand portfolio (Booking.com, Agoda, Priceline) as a commercial asset rather than a complexity.

Track brand equity progress with enterprise decision‑makers through structured measurement, and set year‑on‑year improvement targets for awareness, relevance, and preference in priority markets, especially in the US.

Demand Generation and Partner Acquisition

Build a scalable B2B demand generation engine that drives a measurable marketing contribution to commercial growth. Own the full acquisition funnel — from awareness to lead to qualified opportunity — with clear attribution for marketing’s contribution at each stage. Set targets for marketing‑sourced and marketing‑influenced pipeline, cost per qualified partner lead, and lead‑to‑close conversion rates.

Experiment rapidly across channels — events, content syndication, paid search, LinkedIn, programmatic, ABM — and kill what does not perform. Every campaign has a hypothesis, a measurement plan, and a post‑campaign review.

Partner Marketing — Driving Demand Through Partners

Design and execute partner marketing programmes that help the B2B strategic partners grow their own customer base and deepen travel engagement on their platforms. This is one of the most commercially differentiated capabilities B2B can build — and one of the most direct links between marketing investment and measurable P&L impact.

• Stronger product and proposition marketing that helps commercial teams communicate a clearer value story to partners by developing co‑branded and white‑label marketing assets, journey touchpoints, and activation playbooks that partners can deploy across their owned customer communications — email, app notifications, loyalty programme messaging, and in‑product placements.
• A more mature partner lifecycle strategy, with improved onboarding, engagement, retention and partner loyalty.
• More robust marketing measurement and decision‑making, with clear visibility into pipeline impact, incrementality, ROI and long‑term value creation.
• A stronger content and social strategy that improves the B2B presence with decision‑makers and influencers in the travel and platform ecosystem.

Benefits

• Mental Health Support
• Fitness Reimbursement
• Health Benefits
• Insurance Coverage
• Retirement Plan
• Additional Benefits
• Travel Benefits
• Time off
• Tuition Reimbursement
• Hybrid Working

Qualifications

• Experience running co‑marketing and partner marketing programmes at scale — including paid media co‑investment, social content partnerships, and customer channel activation — with clear ROI accountability.
• Strong commercial orientation, with a clear track record of linking marketing investment to revenue growth, retention, ROI, and long‑term customer value.
• Experience developing compelling value propositions, positioning and go‑to‑market strategies for complex products and services.
• Significant senior marketing leadership experience in B2B, platform, SaaS, travel, technology or other complex commercial environments.
• Proven success building and scaling B2B marketing functions that span brand, demand generation, product marketing, lifecycle/CRM and partner marketing.
• Experience building test‑and‑learn cultures that use insight and experimentation to improve performance over time.
• Deep analytical capability and comfort operating in data‑driven businesses with strong expectations around measurement and accountability.
• Strong understanding of marketing technology, including CRM, automation, measurement platforms and AI‑enabled capabilities.
• Expertise in marketing performance measurement, attribution, segmentation, lifecycle analytics, retention, churn and customer value.
• Experience working in fast‑paced, high‑growth, international environments with demanding quality and performance standards.
• Inspirational and credible leadership style, with experience managing global teams and influencing senior stakeholders across multiple functions.
• Strong stakeholder management skills, including the ability to align product, commercial, regional and executive leaders around a shared marketing agenda.
• Ability to operate strategically while staying close to execution and delivery.
• Maintains an inquisitive and receptive mindset, excelling in periods of organizational transition.
• Balances high‑level strategic vision with a hands‑on, pragmatic approach to execution.
• Commercially astute, results‑driven, and centered on the customer.
• Collaborative and forward‑leaning across diverse cultures and complex business structures.
• Global Fluency: Lead dispersed teams across the US, Europe, and Asia with ease, tailoring communication to resonate globally. Whether setting strategy in New York or managing execution in Bangkok, thrive in international, high‑growth settings.
• Values‑Driven Leadership: Prioritize building inclusive environments and modeling the foundational values of Booking Holdings, ensuring that the method of achieving goals is as vital as the results.
• Cross‑Functional Collaboration: Engage effectively with product, commercial, and regional leadership, respecting varied perspectives. Leverage commercial acumen to navigate uncertainty and make firm decisions to maintain operational speed.
• Impact Over Activity: Focus on exceeding targets rather than just managing initiatives. Reaching a goal early is a prompt to push further, always focusing on the ultimate business outcome.
• Entrepreneurial Spirit: Embrace the opportunity to build the B2B business unit from the ground up without a legacy playbook, establishing a brand and channel mix that leaves a lasting legacy.
• Holistic Curiosity: Seek a deep understanding of the entire ecosystem, from partner economics and product roadmaps to consumer behavior, bringing external innovations to challenge internal thinking.
• Build and Measure at Speed: Prioritize action over perfection by testing hypotheses and measuring results immediately, viewing iteration as the standard and valuing insights from both successes and failures.
• Commercial Rigor: Treat marketing spend as a measurable investment. Ruthlessly optimize by doubling down on high‑performing channels and cutting underperforming initiatives based on ROI.

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