Head of B2B Marketing

Booking Holdings (NASDAQ: BKNG)•New York, NY

16h•$204,000 - $306,000•Hybrid

About The Position

Booking Holdings is seeking a Head of B2B Marketing to lead the global enterprise marketing functions for its newly established Booking Partner Division. This role is central to making the ambitious B2B commercial build a reality. The Marketing Department's purpose is to define and launch the B2B brand identity, leverage the portfolio of brands (Agoda, Booking, Priceline) to establish B2B as a leading industry brand, and strategically attract and grow incremental partners. This involves designing and executing partner marketing programs that utilize B2B's data assets, media scale, and B2C brand portfolio to drive measurable demand through partners' own customer channels, paid media, and social platforms (B2B2C). The Head of B2B Marketing will create and execute the marketing plan supporting overarching partner and end-customer value propositions, collaborating closely with B2C marketing leads to bring these to life. This is a commercial leadership role focused on marketing as an instrument, requiring rapid building, rigorous measurement, relentless iteration, and a focus on ambitious, quantified outcomes. The role manages a sizable marketing budget, leads a global team of approximately 30 people, and is part of the B2B (commercial) Leadership Team. The position is based at the New York City headquarters, reporting to the CCO of B2B, and requires close collaboration across US, Europe, and Asia teams, with regular travel and flexibility across time zones.

Requirements

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.
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.
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.
Deep analytical capability and comfort operating in data-driven businesses with strong expectations around measurement and accountability.
Expertise in marketing performance measurement, attribution, segmentation, lifecycle analytics, retention, churn and customer value.
Strong understanding of marketing technology, including CRM, automation, measurement platforms and AI-enabled capabilities.
Experience building test-and-learn cultures that use insight and experimentation to improve performance over time.
Inspirational and credible leadership style, with experience managing global teams and influencing senior stakeholders across multiple functions.
Ability to operate strategically while staying close to execution and delivery.
Strong stakeholder management skills, including the ability to align product, commercial, regional and executive leaders around a shared marketing agenda.
Experience working in fast-paced, high-growth, international environments with demanding quality and performance standards.
Commercially astute, results-driven, and centered on the customer.
Balances high-level strategic vision with a hands-on, pragmatic approach to execution.
Maintains an inquisitive and receptive mindset, excelling in periods of organizational transition.
Collaborative and forward-leaning across diverse cultures and complex business structures.
Engages effectively with product, commercial, and regional leadership, respecting varied perspectives.
Leverages commercial acumen to navigate uncertainty, making firm decisions to maintain operational speed.
Leads dispersed teams across the US, Europe, and Asia with ease, tailoring communication to resonate globally.
Prioritizes building inclusive environments and modeling the foundational values of Booking Holdings.
Prioritizes action over perfection by testing hypotheses and measuring results immediately.
Views iteration as the standard and values the insights gained from both successes and failures.
Treats marketing spend as a measurable investment, ruthlessly optimizing by doubling down on high-performing channels and cutting underperforming initiatives based on ROI.
Focuses on exceeding targets rather than just managing initiatives.
Embraces 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.
Seeks a deep understanding of the entire ecosystem, from partner economics and product roadmaps to consumer behavior, bringing external innovations to challenge internal thinking.

Responsibilities

Define the B2B brand identity, positioning, and messaging architecture from the ground up, establishing a differentiated point of view in the B2B travel market.
Leverage the Booking Holdings brand portfolio (Booking.com, Agoda, Priceline) as a commercial asset.
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.
Build a scalable B2B demand generation engine that drives 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 optimize based on performance.
Design and execute partner marketing programmes that help strategic B2B partners grow their customer base and deepen travel engagement on their platforms.
Develop co-branded and white-label marketing assets, journey touchpoints, and activation playbooks for partners to deploy across their owned customer communications.
Implement a more mature partner lifecycle strategy, improving onboarding, engagement, retention, and partner loyalty.
Enhance marketing measurement and decision-making with clear visibility into pipeline impact, incrementality, ROI, and long-term value creation.
Strengthen content and social strategy to improve the B2B presence with decision-makers and influencers in the travel and platform ecosystem.