Head of Marketing

Were entering a rapid scale phase with the ambition to lead the food delivery category in Israel. The Head of Marketing will build and lead 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 reporting to the CEO and operating closely with Commercial and Operations within HAATs city-based operating model.

What Will You Do
Brand Marketing
Build brand equity, awareness, and reputation as the leading local delivery platform in Israel.
Define brand positioning, messaging, and narrative grounded in 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 HAATs 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 HAATs 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.