Senior Demand Strategy Lead, Experiences

Airbnb was born in 2007 when two hosts welcomed three guests to their San Francisco home, and has since grown to over 5 million hosts who have welcomed over 2 billion guest arrivals in almost every country across the globe. Every day, hosts offer unique stays and experiences that make it possible for guests to connect with communities in a more authentic way.

The Experiences team is responsible for scaling a curated, high-quality supply of unique activities hosted by local creators, iconic businesses, and operators worldwide and we're at an inflection point.

We have a large and growing captive audience of guests who have booked or are considering a trip, and a suite of lifecycle, CRM, and owned-content levers that remain significantly under-optimized. Email, push, transactional messaging, and our owned editorial channels are low-cost, high-reach ways to move demand once the right strategy, testing infrastructure, and automation are in place.

As a Senior Demand Strategy Lead, you are entrusted with owning the strategy end to end, defining how we engage guests across the full lifecycle, from discovery and booking through post-experience engagement and repeat, and how owned content builds demand alongside it. You set the direction, define success metrics, identify what is and isn't working, and own the outcome. Where Growth Marketing is accountable for shipping the work, you're accountable for whether it actually moves demand: this is a senior, broad mandate, where you own a priority outright and set strategy that XFN partners and vendors execute against, rather than running campaigns yourself. This role reports to the Director of Global Demand for Experiences.

Own lifecycle & CRM strategy

• Define the end-to-end guest lifecycle strategy for Experiences, from first touch through repeat booking

• Own the roadmap for email and push programs: Tripcycle, home-abandoner sequences, transactional messaging, and Launchpad integration

• Identify the highest-impact audience segments, messaging angles, and send cadences, and build a rigorous testing framework to validate them

• Drive automation of high-performing sends to maximize reach with minimal ongoing cost

Own editorial & owned content

• Set the strategy for the Experiences newsletter and other owned content we produce: what we publish, to whom, and how it ties to demand and discovery

• Build an editorial calendar and a content-to-conversion measurement approach, so owned content is held to demand outcomes, not just engagement

• Partner with Brand, Creative, and the affiliates/social lead so owned content, social, and lifecycle reinforce one another rather than overlap

Own Guest Referrals program strategy

• Define the strategy and success criteria for the Experiences guest referral program

• Partner with Product on UX improvements and bonus design to drive adoption

• Track performance and iterate on incentive structures to find the lever that moves the needle

Drive XFN execution

• Partner with Growth Marketing and Engineering to translate strategy into shipped campaigns and automated workflows

• Maintain a clear view of what is in flight, blocked, or needs escalation, with a regular reporting cadence

• Influence Product