Job Overview

Like every team at BLADE, the Marketing team is driven by our broader mission of reducing travel friction by enabling cost-effective air transportation alternatives to some of the most congested ground routes in the U.S. and abroad. We're responsible for developing and executing strategies that build brand equity, grow awareness, drive product, and deliver profitable growth.

As Director of Performance & Growth Marketing, you'll own and scale BLADE's digital acquisition and lifecycle marketing engine. This is a hands-on, high-impact role at the intersection of performance media, brand growth, and customer engagement.

You will lead paid advertising strategy alongside an external agency, drive growth initiatives across the full funnel, and build out lifecycle programs that keep our fliers coming back. You are just as comfortable digging into campaign data as you are thinking about the bigger strategic picture - and you bring a genuine curiosity for how AI is reshaping the performance marketing landscape.

This role is based in our NYC office and reports to the VP of Marketing and Flier Experience.

Responsibilities

Paid Advertising & Media Management

• Own the strategy, execution, and optimization of paid media campaigns in partnership with an external agency
• Manage performance across Paid Social (Meta, TikTok, and emerging platforms), Paid Search (Google, Bing), GEO/AEO/SEO, CTV/OTV, and OOH channels
• Set KPIs, manage budgets, and ensure rigorous measurement and attribution across all paid channels
• Evaluate agency performance and ensure alignment with BLADE's brand standards and growth targets

Growth & Experimentation

• Design and execute a testing roadmap spanning creative, audiences, landing pages, and channel mix
• Lead A/B and multivariate testing to improve conversion rates across the acquisition funnel
• Identify and pilot new products and tactics to diversify BLADE's growth portfolio
• Collaborate with product, engineering, and analytics teams to optimize the end-to-end user journey

Lifecycle Marketing

• Build and manage lifecycle marketing programs across email, SMS, and push notifications
• Develop segmentation strategies that drive personalized messaging for acquisition, retention,and re-engagement
• Own the CRM calendar and ensure cohesive storytelling across all owned channels
• Monitor engagement and retention metrics, iterating on cadence, content, and targeting

AI & Marketing Innovation

• Stay current on AI trends and tools relevant to performance and growth marketing
• Integrate AI-powered solutions into marketing workflows - from creative generation to audience modeling to reporting automation
• Serve as a thought partner to the broader marketing team on how emerging technology can accelerate results

Management

• Lead and develop others on the team, including an Integrated Marketing Manager

Required

• Bachelor's Degree in communications, marketing, business, or equivilant work experience
• 8+ years of experience in performance marketing, growth marketing, or digital acquisition roles
• 2+ years of management experience
• Proven track record managing paid media budgets and working with external agencies across multiple channels (Paid Social, Paid Search, SEO, CTV, OOH)
• Strong experience with lifecycle marketing platforms (e.g., Braze, Iterable, Klaviyo, or similar)
• Data-driven mindset with proficiency in analytics tools (Google Analytics, Looker, Tableau, or similar)
• Demonstrated experience with A/B testing frameworks and conversion rate optimization
• Familiarity with AI tools and a genuine interest in applying them to marketing workflows
• Excellent communication skills - you can translate data into narrative and align cross-functional stakeholders
• A bias for action, comfort with ambiguity, and a low-ego, high-ownership approach

Desired

• Experience in travel, luxury, aviation, or marketplace businesses
• Background in brand marketing or integrated campaign planning
• Experience scaling marketing programs at a high-growth or post-acquisition company
• Passion for aviation, urban mobility, or the future of transportation

Compensation at BLADE is a combination of base pay and Restricted Stock Units (RSUs) in Joby Aviation. The target base pay for this position is $121,100 - $158,000/yr. The compensation package will be determined by job-related knowledge, skills, and experience.

We also offer a comprehensive benefits package, including paid time off, healthcare benefits, a 401(k) plan with a company match, short-term and long-term disability coverage, life insurance, and more.