Job Description

About the Role
The Head of B2C Business is a strategic leader accountable for driving the performance, growth, and evolution of the Travelstart Group's direct-to-consumer (B2C) business. This includes full ownership of digital marketing, product innovation, customer experience, brand positioning, and offline sales. The role directly manages the Head of Marketing and Sales Manager, each of whom leads dedicated teams in their respective disciplines. The incumbent is also directly responsible for product innovation, enhancement of the B2C platforms (web and app), and ensuring strong conversion performance across channels.
The role is based in Cape Town.
Key Responsibilities
1. B2C Business Strategy & Ownership

• Develop and implement the end-to-end B2C strategy, ensuring alignment with the OTA's commercial objectives.
• Own the growth roadmap and profitability of B2C sales channels, both online and offline.
• Balance brand development, customer acquisition, and performance marketing to scale market share.

2. Leadership of Marketing and Sales Functions

• Manage and support the Head of Marketing, who oversees Brand, PR & Communications, CRM, and Design teams.
• Manage and support the Sales Manager, who leads the offline B2C sales team.
• Ensure both teams are aligned on business goals, brand consistency, and customer experience excellence.
• Foster collaboration between marketing and sales to drive an integrated omnichannel strategy.

3. Direct Ownership of Product Innovation & Conversion

• Lead B2C product strategy and innovation across web and mobile platforms.
• Identify and implement new product features, tools, and experiences that enhance customer engagement and satisfaction.
• Own conversion performance across the B2C journey, using data, experimentation, and CRO tactics to optimise results.

4. Digital Marketing & Performance

• Guide paid media, SEO, social, affiliate, and retargeting strategies to deliver measurable acquisition and retention outcomes.
• Leverage analytics to make data-driven decisions around channel mix, budget allocation, and campaign effectiveness.
• Monitor and report on KPIs including CAC, LTV, conversion rate, ROAS, and churn.

5. Brand & Customer Communication

• Champion consistent brand identity, voice, and value proposition across all touchpoints.
• Oversee communications and PR strategies to elevate the brand in existing and new markets.
• Ensure customer-facing content and campaigns reflect brand values and business priorities.

6. CRM & Customer Lifecycle Management

• Lead the development and optimisation of lifecycle marketing strategies, including onboarding, loyalty, reactivation, and win-back.
• Ensure the CRM strategy is data-led, customer-focused, and aligned with broader marketing efforts.

7. Offline Sales Integration

• Oversee offline B2C sales execution and ensure alignment with online marketing and promotions.
• Optimise offline sales processes, staffing, and customer engagement strategies to complement digital initiatives.
• Support the Sales Manager in identifying sales trends and operational improvements.

8. Leadership & Team Development

• Build a culture of high performance, accountability, and customer focus.
• Mentor and develop leaders within the marketing and sales departments.
• Set and track OKRs and KPIs across teams to drive focus and delivery.

Key Relationships

• Internal: Executive Team, Marketing, Product, Sales, Technology, Commercial, Finance, Customer Experience
• External: Media Agencies, Tech Partners, CRM Vendors, PR Firms, Creative Agencies

Qualifications & Experience

• Bachelor's degree in Marketing, Digital Media, Business, or related field (Master's preferred)
• 8+ years of leadership experience in B2C/digital consumer businesses, ideally in the travel, ecommerce, or tech sectors
• Proven track record in leading performance-driven digital marketing and product development
• Experience in managing cross-functional marketing and sales teams, with strong leadership presence
• Deep understanding of customer journeys, digital ecosystems, and omnichannel commerce

Core Competencies

• Strategic Vision & Execution
• Product & Digital Marketing Expertise
• Customer & Commercial Orientation
• Cross-Functional Leadership
• Performance & Conversion Optimisation
• Data-Driven Decision Making
• Change Management & Agility

About Travelstart
Travelstart is Africa's leading online travel agency, empowering travellers across the continent to search, compare and book flights, hotels, car hire and holiday packages quickly and affordably. Founded in 1999, the company has grown into a trusted digital brand operating in multiple markets, with a strong presence in South Africa and a vision to make travel simpler through technology, innovation and great customer service. At Travelstart, we believe travel should be accessible, efficient and exciting -- and we're driven to make that a reality for businesses and consumers alike.