Head of B2B Marketing

Booking Holdings (NASDAQ: BKNG) is the world leader in online travel and services that support the entire travel journey. Our platforms — including Booking.com, Priceline, Agoda, KAYAK and OpenTable — utilize advanced AI, machine learning and other innovative technologies to simplify and personalize the travel experience for consumers and partners in over 220 countries and territories. Our mission is to make it easier for everyone to experience the world. For more information, visit BookingHoldings.com and follow us on X @BookingHoldings.

Our business‑to‑business unit (B2B) is one of the most ambitious commercial builds in Booking Holdings’ history — and marketing will be at the center of making it real. Reporting directly to the Chief Commercial Officer of B2B, the Head of B2B Marketing role is responsible for the global enterprise marketing functions for the newly established Booking Partner Division. The purpose of the Marketing Department at the B2B business unit is threefold: defining and launching the brand identity of B2B with Booking Holdings and leveraging the portfolio of brands (Agoda, Booking, Priceline) to establish us as the leading B2B brand in the travel industry, to strategically attract relevant, incremental partners and third, to help the B2B strategic partners grow their own businesses — designing and executing partner marketing programmes that deploy B2B’s data assets, media scale, and B2C brand portfolio to drive measurable demand through partners’ own customer channels, paid media, and social platforms to help our partners attract new customers to their platforms (B2B2C).

The role is responsible for creating and executing the marketing plan that supports our overarching partner and end‑customer value propositions. Collaborating closely with the B2C marketing leads in Agoda, Booking and Priceline, the head of Marketing brings these value propositions to life. Collective efforts are dedicated to delivering a compelling partner and customer experience that aligns with the B2B and Booking Holdings brands and resonates with target audiences.

This is not a brand stewardship role. It is a commercial leadership role with a marketing instrument. You will be expected to build fast, measure rigorously, iterate relentlessly, and hold yourself and your team to ambitious, quantified outcomes. You are responsible for a sizable marketing budget, leading a team of roughly 30 globally dispersed people and are part of the B2B (commercial) Leadership Team. The role is based at the New York City headquarters in the United States reporting into the CCO of B2B and requires close collaboration across teams in the US, Europe, and Asia, as well as regular travel and flexibility across time zones.

Brand and Market Positioning

• Define the B2B brand identity, positioning, and messaging architecture from the ground up. Establish a differentiated point of view in the B2B travel market – one that is credible to both supply‑side partners and distribution partners. Leverage the Booking Holdings brand portfolio (Booking.com, Agoda, Priceline) as a commercial asset rather than a complexity. 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.

Demand Generation and Partner Acquisition

• Build a scalable B2B demand generation engine that drives a 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 kill what does not perform. Every campaign has a hypothesis, a measurement plan, and a post‑campaign review.

Partner Marketing — Driving Demand Through Partners

• Design and execute partner marketing programmes that help the B2B strategic partners grow their own customer base and deepen travel engagement on their platforms. This is one of the most commercially differentiated capabilities B2B can build – and one of the most direct links between marketing investment and measurable P&L impact.

Concretely, this means:

• Stronger product and proposition marketing that helps commercial teams communicate a clearer value story to partners by developing co‑branded and white‑label marketing assets, journey touchpoints, and activation playbooks that partners can deploy across their owned customer communications – email, app notifications, loyalty programme messaging, and in‑product placements.
• A more mature partner lifecycle strategy, with improved onboarding, engagement, retention and partner loyalty.
• More robust marketing measurement and decision‑making, with clear visibility into pipeline impact, incrementality, ROI and long‑term value creation.
• A stronger content and social strategy that improves the B2B presence with decision‑makers and influencers in the travel and platform ecosystem.

What you have:

B2B Marketing Leadership

• 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.

Data, Performance and Operations

• 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.

Leadership and Influence

• 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.

Core Competencies & Mindset

• 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.

Leadership Style

• Cross‑Functional Collaboration: You engage effectively with product, commercial, and regional leadership, respecting varied perspectives. You leverage commercial acumen to navigate uncertainty, making firm decisions to maintain operational speed.
• Global Fluency: You lead dispersed teams across the US, Europe, and Asia with ease, tailoring communication to resonate globally. Whether setting strategy in New York or managing execution in Bangkok, you thrive in international, high‑growth settings.
• Values‑Driven Leadership: You prioritize building inclusive environments and modeling the foundational values of Booking Holdings, ensuring that the method of achieving goals is as vital as the results.

Operating Principles

• Build and Measure at Speed: Prioritize action over perfection by testing hypotheses and measuring results immediately. You view iteration as the standard and value the insights gained from both successes and failures.
• Commercial Rigor: Treat marketing spend as a measurable investment. You ruthlessly optimize by doubling down on high‑performing channels and cutting underperforming initiatives based on ROI.
• Impact Over Activity: Focus on exceeding targets rather than just managing initiatives. Reaching a goal early is a prompt to push further, always focusing on the ultimate business outcome.
• Entrepreneurial Spirit: Embrace 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.
• Holistic Curiosity: Seek a deep understanding of the entire ecosystem, from partner economics and product roadmaps to consumer behavior, bringing external innovations to challenge internal thinking.

Our Commitment to Inclusion

Through the Booking Holdings brands, we help our customers reach all corners of the earth. Our ability to provide great service rests on how well we understand our diverse customer base, which is why having a diverse team is so important to us. We bring together employees from all walks of life and we are proud to provide the kind of inclusive environment that stimulates innovation, creativity and collaboration.

Benefits

The base salary range for Connecticut and the NYC‑metro area is $204,000‑$306,000. In addition to a competitive base salary, roles are eligible to be considered for an annual bonus and equity grant. We are proud to offer a comprehensive benefits program designed to keep you and your family healthy, plan for the future and make the most out of life. In addition to competitive health and wellness benefits, we currently offer other perks to eligible employees, such as tuition reimbursement, fitness reimbursement, discounts, and more!

EEO Statement

Booking Holdings is an equal opportunity employer in accordance with all applicable federal, state and local laws. We ensure equal employment opportunity to all employees and applicants without discrimination or harassment based on race, religious creed, color, age, sex, sexual orientation, gender identity, national origin, religion, marital status, medical condition, disability, military service, pregnancy, childbirth and related medical conditions, or any other classification protected by federal, state, or local law. Booking Holdings also extends this policy to every phase of the employment process including, but not limited to, recruitment, selection, placement, transfer, training and development, position elimination, restructure, promotion, compensation, benefits, layoffs, termination, and all other conditions or privileges of employment. Booking Holdings and its Affiliated Companies are Equal Employment Opportunity employers and welcome all job seekers including individuals with disabilities and veterans with disabilities. If you have a disability and believe you need reasonable accommodation in order to search for a job opening or apply for a position, please email View email address on click.appcast.io with your request. M/F/V/D/S