Head of Marketing
HAAT is a fast-growing Israeli delivery marketplace operating across 50+ areas. We’re entering a rapid scale phase with the ambition to lead the food delivery category in Israel. The Head of Marketing will build and lead HAAT’s marketing function end-to-end in Israel, owning demand growth, brand, lifecycle/CRM, and marketing operations — with direct accountability for revenue, GMV, usage, and retention. This is a builder role reporting to the CEO and operating closely with Commercial and Operations within HAAT’s city-based operating model. Responsibilities: ##Brand Marketing* Build HAAT’s brand equity, awareness, and reputation as the leading local delivery platform in Israel.* Define brand positioning, messaging, and narrative grounded in HAAT’s local city presence.* Own brand identity, guidelines, and core brand assets.* Lead PR, content, social, influencer, and analyst relations.* Ensure brand storytelling reflects real merchant, courier, and city-level experiences.* ##Growth Marketing* Grow demand efficiently and profitably across HAAT’s operating cities.* Build and scale paid, organic, and offline growth engines by city and category.* Own acquisition strategy across priority cities in coordination with Commercial and Operations.* Drive demand for specific categories, partners, or verticals based on supply readiness.* Manage CAC, payback period, and cohort economics at city and segment level.* ##Product Marketing* Increase revenue and engagement from existing users.* Own lifecycle marketing, CRM, and retention programs.* Drive feature adoption and website/app conversion optimization (CRO).* Support Sales and Commercial with launches, messaging, and merchant visibility.* Translate merchant and operational inputs into clear user-facing value propositions.* ##Strategy & Marketing Operations* Build a scalable, high-impact marketing organization embedded in HAAT’s operating model.* Define marketing OKRs, roadmap, org structure, and roles & responsibilities.* Own marketing P&L, budget, and tech stack.* Work closely with the Head of Commercial to support city launches, vertical expansions, and merchant priorities.* Translate city-level commercial and operational inputs into targeted marketing plans by city, category, and partner tier.* Align Marketing, Commercial, Operations, Product, and Customer Support around shared marketplace KPIs.* ##Leadership, Planning & Performance* Own and deliver aggressive, measurable growth targets (e.g. double-digit MoM growth during scale or city-launch periods).* Manage a 6–7 figure annual marketing budget with clear ROI and unit economics tracking.* Build and lead a team of 5+ marketers and agency partners.* Launch and scale 3–5 growth engines across paid, organic, lifecycle, and city-level channels.* Own city-level demand planning in coordination with Commercial and Operations.* Present weekly performance reviews covering GMV, CAC, retention, funnel health, and city performance.* Define and execute a 12-month GTM and marketing roadmap aligned with commercial and operational plans.* Requirements: Proven hands-on experience scaling a multi-sided marketplace.* 8–12 years of experience in B2C or B2SMB tech, consumer apps, or marketplaces.* 5+ years in senior marketing leadership roles (Head of Marketing / VP Growth / CMO).* Strong data orientation with ownership of revenue, GMV, CAC, and retention metrics.* Hands-on leadership style with deep channel expertise (paid media, SEO, CRM, CRO).* ##Proven Impact* Led at least one end-to-end GTM motion (new city, product, vertical, or category) delivering ≥20% growth in users, revenue, or orders within 6–12 months.* Built, scaled, and led marketing teams of 5–15+ people with clear performance management.* Owned brand positioning or category narrative that drove measurable impact (awareness lift, branded search growth, share-of-voice).* Experience scaling acquisition, lifecycle, and brand in competitive, city-based markets.* ##Strong Plus* Experience in food delivery, mobility, or marketplaces in Israel.* Deep understanding of Israeli consumers, local merchants, and city-level dynamics.* Proven experience working closely with Commercial, Operations, and Product teams in fast-paced, execution-heavy environments.*