Activation Lead

Gathern

The Activation Lead will own the user activation journey from signup to first reservation, ensuring new users successfully experience the platform s value proposition and convert into active bookers. The role will work closely with CRM, Product, Performance, Design, and Analytics teams to improve onboarding, activation funnels, conversion rates, and user engagement.

Key Responsibilities

• Own and optimize the activation funnel across app, CRM, and product touchpoints
• Drive Day-0, Day-7, and first booking activation KPIs
• Develop and execute onboarding journeys, nudges, lifecycle flows, and activation campaigns
• Work closely with Product and CRO teams to identify friction points and improve conversion performance
• Collaborate with Performance and Search teams to align acquisition quality with activation outcomes
• Analyze user behavior, cohorts, drop-off points, and funnel performance to identify growth opportunities
• Lead experimentation and A/B testing initiatives focused on activation and conversion optimization
• Coordinate with CRM and content teams to ensure relevant messaging and personalized user journeys
• Build reporting dashboards and provide regular performance updates to leadership

• 5+ years experience in Growth, CRM, Performance Marketing, Product Marketing, or Lifecycle Marketing
• Strong understanding of app funnels, user behavior, and activation strategies
• Experience working with analytics and CRM tools such as Braze, MoEngage, GA4, AppsFlyer, Mixpanel, or similar
• Strong analytical and problem-solving skills
• Experience managing cross-functional projects with Product and Tech teams
• Comfortable working in fast-paced, performance-driven environments

Success Metrics

• Activation Rate
• First Booking Conversion
• Day-0 / Day-7 Activation
• Cost per Activated User
• Funnel Conversion Improvement
• User Retention After First Booking