Director, Independent Hotel Marketing

Director, Independent Hotel Marketing

Lighthouse

Ghent, Belgium

What you will do

You will own the entire marketing motion for our global Independent Hotels segment. As the Director, Independent Hotel Marketing, you will set the channel strategy, build the demand engine, and lead a dedicated team to convert independent hoteliers into Lighthouse customers. This is a hands-on, player-coach role where you will not only set the strategy but also roll up your sleeves to ship campaigns and drive our growth.

What makes this different: we're an AI-first marketing organization. You're not just expected to use Claude, ChatGPT, and Gemini — you're expected to build with them. Vibe-code landing pages. Spin up Clay tables to enrich data, route leads, draft nurture copy, and run experiments overnight. If your reaction to "we need a 200-account ABM motion by Friday" is to open Cowork and start building, you're going to thrive here. If you'd rather brief an agency and wait three weeks, this is not the role for you.

Where you will have impact

• Own the Indie marketing strategy. Build the global demand generation plan for independent hotels, including campaign planning, channel mix, segmentation, and pipeline targets.Defend it with data and adjust it monthly.
• Run a high-velocity demand engine. Drive lead generation across paid media, email, webinars, field events, content syndication, and partner programs. Indie is a volume game — your funnel needs to scale.
• Build, don't brief. Use Claude, ChatGPT, and Gemini as part of your daily craft. Build agents and automations that take work off your team's plate. Maintain a portfolio of internal AI workflows that compound your team's output.
• Performance management. Build bottoms-up targets per channel, per region, per segment. Use data to act on insights weekly, live and breath metrics like MQLs, SQLs, and closed-won analysis.
• Partner with Sales Leadership. Optimize lead scoring, routing, and nurturing. Partner with sales leadership to keep handoffs clean and feedback loops tight. Use sales feedback to refine your next campaign, not your next quarter.
• Conversion optimization. Test and improve landing pages, forms, and lifecycle journeys. A/B test relentlessly. Treat the website as a product, not a brochure.
• Field & event marketing. Use field events, conferences, and partner moments to drive pipeline in the markets where independent hoteliers gather. Make every event accountable to a number.
• Budget ownership. Manage the indie marketing budget with discipline. Reallocate to what's working. Kill what isn't.

Who you are

Essential

• A minimum of 10 years of marketing experience, with 5-7 years in a growth, demand generation, or digital marketing leadership role at a B2B SaaS company.
• An AI-native operator who doesn't just use tools like Claude, ChatGPT, and Gemini, but actively builds automations, workflows, and uses AI for research and as a thought partner.
• Hands-on expert in HubSpot and Salesforce, with the ability to build and optimize within these platforms yourself.
• Highly analytical and comfortable with quantitative analysis of the funnel, GA4, and BI tools like Looker or Tableau, with a habit of daily reporting.
• A proven player-coach who can set strategy for the team and also ship a campaign yourself in the same week.
• Fluent across multiple channels including paid media, email, content, SEO, webinars, and field events.
• A strong communicator with the ability to pitch strategy to leadership, brief creatives, and unblock team members effectively.
• A demonstrated track record of building strong alignment and tight feedback loops with sales leadership.
• Available to travel up to 5–10%.

We welcome

• An entrepreneurial and scrappy mindset; you are confident but humble, willing to admit what you don't know, and hungry to take on new things.
• A global perspective with experience building campaigns that work across NAM, EMEA, APAC, and LATAM.
• A strong bias to action, preferring to ship a B+ campaign this week over an A campaign next quarter.