Growth Marketing Team Leader

About

Green SM (Xanh SM) is a global ride‑hailing platform founded in Vietnam, with a mission to redefine urban mobility through sustainability, technology, and high‑quality service. Operating an all‑electric fleet, Green SM is expanding into Europe, with the Netherlands as a key entry and pilot market.

To support local market growth, we are building a strong on‑the‑ground growth marketing team in the Netherlands.

We are hiring a Growth Marketing Team Leader to lead and execute growth initiatives in the Netherlands, covering both sides of the marketplace: riders (demand) and drivers (supply). This is a hands‑on leadership role combining performance marketing execution, experimentation, creative direction, and local market adaptation. You will work closely with Local Operations, HQ Marketing, and cross‑functional teams to drive measurable growth in a regulated, city‑based mobility market.

Key Responsibilities

• Lead and execute growth marketing strategy for the Netherlands, covering rider acquisition, driver acquisition, activation, and retention.
• Plan, launch, and optimize paid performance campaigns across Meta, TikTok, Google, and other relevant channels, with a clear focus on CPA, ROAS, CAC, and LTV.
• Translate funnel data and performance insights into clear creative hypotheses and structured experiments.
• Manage local creative execution, including UGC sourcing, creator briefs, and ad localization aligned with Dutch language and cultural context.
• Own budget management and performance tracking, reallocating spend based on results.
• Lead, coach, and develop junior growth or performance marketers in the local team.
• Drive offline and partnership‑based growth initiatives, including driver onboarding activations, rider acquisition events, and participation in relevant mobility or tech events in the Netherlands.
• Collaborate closely with Operations, Driver Management, and City teams to align growth execution with operational readiness.

Qualifications & Experience

• Bachelor’s degree in Marketing, Business, Economics, or a related field.
• 6–8+ years of experience in growth or performance marketing, ideally within consumer apps or two‑sided marketplaces (ride‑hailing, delivery, mobility, fintech, etc.).
• Strong hands‑on experience managing paid acquisition at scale across Meta, TikTok, and PPC channels.
• Experience driving growth for local or geo‑based markets.
• Proven analytical and experimentation mindset, with the ability to turn data into scalable growth actions.
• Experience with field marketing, partnerships, or local activations is a strong plus.
• Fluent in English; Dutch is a strong advantage.