The Senior Manager, Marketing Performance, is responsible for leading the marketing performance agenda across International Marketing, with a strong focus on direct channels such as Web, CO, and Casino. This role provides clarity, insight, and strategic guidance on how marketing drives acquisition, conversion, and revenue contribution across channels. It ensures that performance insight, audience strategy, and marketing intelligence are consistently applied to decision-making across Media, Web, CRM, and Local Creative Services (LCS). The role does not own campaign implementation, execution, or budget decisions. Its mandate is to guide, align, and enable channel teams through data-driven insight, performance frameworks, and clear strategic direction. Essential Duties and Responsibilities: Marketing Performance Leadership Lead the marketing performance agenda, ensuring clear understanding of performance across acquisition, conversion, and revenue contribution. Define and oversee marketing performance KPIs and success metrics. Act as the primary reference point for explaining marketing performance results, trends, and drivers. Identify risks, opportunities, and priority focus areas impacting marketing performance. Performance Insight, Guidance & Alignment Translate performance analysis into clear guidance and recommendations for channel teams. Help define where to focus optimization efforts and which performance levers matter most. Support continuously improved decision-making through structured performance insight. Ensure performance discussions are grounded in data, not assumptions. Audience Strategy Integration Ensure audience strategy is embedded into marketing performance thinking, beyond media planning. Oversee consistent use of audience frameworks across Media, Web, CRM, and LCS. Ensure audience insights inform performance analysis, personalization efforts, and strategic priorities. Drive alignment on audience definitions and applications across teams and markets. Marketing Intelligence & Performance Frameworks Oversee the development and application of marketing intelligence and performance frameworks, including: Marketing Mix Modeling (MMM) Clean Slate and efficiency frameworks Experimental and incrementality learning agendas Ensure insights from these frameworks are used to: Explain performance outcomes Identify inefficiencies and value leakage Inform improvement opportunities Act as a senior interpreter of insights for leadership and cross-functional partners. Cross-Functional Collaboration Act as a strategic partner to: Media & Partnerships Web CRM Local Creative Services (LCS) Analytics and regional teams Enable strong collaboration through clarity, insight, and shared performance understanding. Support alignment across International Marketing without owning execution. Team Leadership Directly manage: Lead, Market Planning & Strategy Lead, Audiences & Marketing Intelligence Provide clear direction, coaching, and development. Ensure strong collaboration and clear role boundaries across the team. Qualifications, Knowledge and Skills: 7 years of relevant professional experience, with strong background in marketing performance analysis, digital strategy, financial analysis, or marketing analytics. Experience working in travel, leisure, hospitality, or similarly complex consumer businesses is preferred. Bachelor’s degree in Economics, Business, Finance, Analytics, Computer Science, Mathematics, Marketing, or a related field. MBA or relevant Master’s degree preferred. Proven experience leading and developing high-performing analytical or strategic teams. Experience working in international or multi-market environments is a strong plus. Knowledge & Skills Marketing Performance & Business Acumen Strong understanding of marketing performance drivers, including acquisition, conversion, and revenue contribution. Solid grounding in digital marketing, media, web, CRM, and analytics principles, with the ability to connect them into a coherent performance view. Ability to frame marketing performance within broader business and commercial objectives, without owning execution. Analytical & Strategic Thinking Advanced analytical mindset with the ability to identify root causes of complex performance challenges, assess trade-offs, and recommend clear courses of action. Ability to combine data, critical thinking, and structured analysis to identify insights, risks, and opportunities. Comfort working with advanced performance frameworks such as MMM, incrementality, experimentation, or efficiency analyses (direct or indirect experience). Performance Storytelling & Executive Communication Strong capability to translate complex data and analyses into clear, concise, and compelling narratives for senior stakeholders. Excellent presentation skills, with fluency in PowerPoint-based storytelling focused on clarity, insight, and decision support. Ability to communicate performance insights in a way that guides and aligns execution teams, without directing execution. Leadership & Influence Proven ability to influence and align cross-functional stakeholders (Media, Web, CRM, Creative, Analytics) through insight and credibility. Collaborative leadership style, capable of inspiring teams and fostering a culture of inclusion, rigor, and continuous improvement. Strong persuasion and negotiation skills, able to reconcile differing perspectives and build alignment around data-driven recommendations. Research & Market Understanding Ability to evaluate and interpret syndicated research, market data, competitive insights, and external sources to inform performance understanding and strategy. Strong curiosity and learning mindset, with an interest in emerging trends in marketing performance, measurement, and audiences. Results Orientation & Execution Support Highly detail-oriented and results-driven, ensuring accuracy, consistency, and reliability of data and insights. Able to work efficiently under ambiguity, supporting execution teams by improving clarity, focus, and decision quality. Technical Skills Strong analytical toolkit, including: SQL (intermediate to advanced) Adobe Analytics or equivalent analytics platforms Advanced Excel PowerPoint