Head of Marketing

Lead HAAT’s Commercial Expansion Across the Region 🚀

Why HAAT?

HAAT is a fast-growing Israeli delivery marketplace operating across 50+ areas across Israel, built to solve last-mile delivery in real, complex urban environments. Over the past years, we’ve partnered with thousands of local restaurants and retail businesses, helping them grow through technology, logistics, and a strong city-based operating model.

We are now entering a rapid scale phase, with the ambition to lead the food delivery category in Israel by expanding coverage, deepening category strength, and building a strong, trusted local brand.

The Role:

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 for a senior marketing leader who thrives in execution-heavy environments. The role reports directly to the CEO and works in close partnership with Commercial and Operations, translating HAAT’s city-based operating model, merchant priorities, and operational realities into sustainable, profitable demand growth across cities.

What Will You Do:

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.

What You Bring to the Table:

• 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.

What HAAT Offers:

• Full ownership of HAAT’s marketing function with direct impact on growth, GMV, and revenue.
• A key leadership role during HAAT’s scale phase in Israel.
• Direct collaboration with the CEO and leadership team.
• Opportunity to build and scale a high-impact marketing organization.
• Be part of a mission-driven company supporting local businesses.