About African Safari Group
African Safari Group (ASG) is a leading luxury safari operator specialising in tailor-made travel experiences across Southern and East Africa.
We are looking for an experienced, commercially driven Head of Marketing – Performance, Automation & AI to lead our marketing function and drive measurable business growth through paid acquisition, marketing automation, AI-enabled optimisation, and data-driven decision making.
This is not a traditional brand-only marketing role. The successful candidate must have strong hands-on understanding of Google Ads, Microsoft Ads (Bing), paid acquisition, conversion tracking, marketing automation, and AI-driven marketing processes. We are specifically looking for someone who can personally evaluate, optimise, and scale performance marketing activity, not someone whose PPC experience is limited to managing external agencies.
The Role
As Head of Marketing, you will be responsible for developing and executing ASG’s growth-focused marketing strategy, with a primary emphasis on qualified lead generation, customer acquisition, automation, and marketing efficiency.
Working closely with the executive team, Sales, and Product, you will ensure marketing investment translates into measurable revenue growth, improved conversion rates, and scalable automated marketing operations.
Key Responsibilities
Develop and execute ASG’s performance marketing and growth strategy.
Lead the expansion of marketing automation and AI capabilities across the business, identifying opportunities to improve efficiency, personalisation, lead nurturing, reporting, and overall marketing performance.
Own the advancement and optimisation of PPC and paid media activity (Google Ads, Microsoft Ads, Meta Ads, remarketing, and other performance channels), driving continuous improvement in lead quality, conversion rates, cost per lead, and return on investment.
Review and optimise campaign structure, keyword strategy, audience targeting, bidding models, conversion tracking, attribution, and landing page performance.
Lead and mentor the marketing team.
Oversee campaign execution across digital channels, including paid media, email marketing, automation workflows, and supporting SEO initiatives.
Work closely with Sales to improve lead quality, lead routing, nurturing, and conversion performance.
Monitor marketing performance, budgets, attribution, and ROI through data-driven reporting and dashboards.
Analyse market trends and identify new growth opportunities.
Manage relationships with agencies, partners, and suppliers where required, while retaining strong internal ownership of performance strategy and results.
Requirements
Essential
- 7+ years of marketing experience, including at least 3 years in a leadership role.
- Proven experience developing and executing performance and growth marketing strategies.
- Strong hands-on experience managing and optimising Google Ads and Microsoft Ads (Bing Ads) campaigns.
- Proven experience in paid customer acquisition and lead generation, with a strong understanding of campaign structure, audience targeting, bid strategies, conversion tracking, attribution, and ongoing performance optimisation.
- Demonstrated experience implementing or managing marketing automation platforms, workflow automation, CRM-driven marketing processes, and AI-enabled marketing tools.
- Strong analytical and commercial skills, with a proven ability to improve ROAS, CPL, conversion rates, and overall marketing efficiency.
- Comfortable combining strategy with execution, using technology, automation, and AI to drive smarter and faster marketing outcomes.
- Experience managing budgets and measuring marketing performance.
- Strong leadership, communication, and stakeholder management skills.
- A strong commercial and performance-marketing mindset is essential, with a clear track record of turning marketing investment into revenue growth.
Advantageous
Experience in luxury travel, tourism, hospitality, or a related industry.
Experience with Google Analytics 4, Google Tag Manager, Looker Studio, and advanced attribution/reporting.
Experience designing automated lead nurturing and sales-aligned marketing workflows.
Key Competencies
Performance marketing leadership
Commercial and revenue-growth mindset
Marketing automation and AI enablement
Data-driven decision making
Customer acquisition and conversion optimisation
Strategic leadership
Strong communication and collaboration skills
Benefits
Why Join African Safari Group?
This is an exciting opportunity to lead the marketing strategy of a growing luxury travel company. You'll have the chance to shape our brand, drive measurable business growth, and work alongside passionate teams dedicated to creating exceptional safari experiences