Director, Marketing – Consumer Brand & Growth (B2C)

What's the role?

The Team 

The Role 

We are looking for a Director, Marketing – Consumer Brand & Growth to lead the end-to-end marketing strategy for our next-generation B2C offering.

In this role, you are accountable for building the brand, shaping the go-to-market strategy, and driving full-funnel growth across awareness, acquisition, activation, and retention. You’ll create an operating rhythm that connects marketing outcomes to business targets, and you’ll partner closely with Product, UX, Analytics, and Engineering to turn customer insights into campaigns and experiences that convert.

This is a high-impact role with aggressive growth targets, requiring both strategic leadership and hands-on excellence in execution.

What you will do 

• Define and own the B2C marketing vision and strategy (brand + growth), ensuring alignment with company strategy and business goals.
• Build the brand from the ground up: positioning, narrative, messaging architecture, visual identity direction (in partnership with design/brand), and channel strategy.
• Develop and execute integrated campaigns across owned, earned, and paid channels—designed to drive measurable outcomes in awareness and conversion.
• Own full-funnel performance: acquisition, activation, engagement, retention—setting targets, building plans, and optimizing based on data and learning loops.
• Lead go-to-market for major launches and releases, including market segmentation, targeting, campaign briefs, creative strategy, channel mix, and launch readiness.
• Create a conversion engine: landing pages, lifecycle journeys (email/push/in-app), onboarding flows, referral programs, and always-on experimentation to improve funnel performance.
• Own measurement and analytics: attribution approach, dashboards, campaign reporting, cohort analysis, CAC/LTV signals, and brand health measurement; translate insights into actions.
• Manage marketing investment and planning: budgets, forecasting, channel ROI, and resource allocation in partnership with Finance and leadership.
• Build and lead a high-performing marketing team (brand, creative, performance, lifecycle, content/PR as applicable) and agency partners.
• Partner cross-functionally with Product, UX, Engineering, Partnerships, Legal/Privacy, and communications to ensure customer-centric, compliant, high-quality execution.
• Represent the product and brand internally and externally as a key spokesperson and evangelist—helping shape perception and momentum.

Who are you?

• 12+ years of related experience in B2C marketing, with a strong track record of building brands and driving growth for consumer digital products (mobile apps strongly preferred).
• Demonstrated success leading full-funnel marketing, including performance marketing, lifecycle/CRM, and integrated brand campaigns.
• Proven ability to create positioning and messaging that differentiates in competitive categories and resonates with consumer audiences.
• Strong understanding of mobile growth levers (e.g., app store optimization, on-boarding, activation metrics, retention, engagement loops) and experimentation best practices.
• Deep comfort with data-driven marketing: measurement frameworks, attribution concepts, experimentation, and translating insights into operational decisions.
• Experience building and leading teams in a fast-moving, high-accountability environment; ability to set clear standards and deliver through others.
• Excellent stakeholder management: ability to influence and align senior leaders in a matrix organization.
• Strong communication, strategic thinking, and decision-making skills; ability to craft crisp narratives and execute with urgency.
• Bachelor’s degree required; MBA or advanced degree is a plus.

Why Join Us

At HERE, you’ll shape products used by millions, collaborate with world‑class experts, and help define the next generation of mobile location experiences.

Who are we?

HERE Technologies is a global leader in mapping and location services for the automotive industry, delivering high-quality navigation and location technology used by millions of drivers worldwide. Our products operate on a global scale and are built with a strong focus on performance, reliability, and safety in real-world driving conditions.