About Holafly

Holafly is a high-growth scale-up revolutionising how travellers connect to the internet abroad. Since 2018, we've empowered travellers in over 200 destinations worldwide with secure, reliable eSIM solutions. With a team of 600+ professionals across multiple countries, we are scaling globally to ensure our users stay connected from the second they land — wherever their journey takes them.

We're not just selling eSIMs. We're building the infrastructure of trust and experience that turns first-time buyers into lifelong travellers.

The Opportunity

We have a problem most companies would envy: over 10 million customers, industry-leading NPS, and a repeat purchase rate that has significant room to grow.

The challenge — and the opportunity — is inherent to travel. Unlike subscription or FMCG businesses, our customers don't think about us between trips. The window to build a relationship, drive the next purchase, and turn a satisfied traveller into an active advocate is short, episodic, and highly competitive.

We are looking for someone who has lived this problem before. Someone who understands the psychology of the travel consumer, knows how to engineer loyalty in a low-frequency purchase category, and can build the referral loops that turn a high-NPS base into one of our most powerful growth channels.

Reporting directly to the Chief Customer Experience Officer, you will own Holafly's global retention and loyalty strategy end-to-end — inheriting a small existing team, with the mandate and budget to build it out further.

What You'll Own

Retention Strategy & Execution - Design and execute a global retention strategy with one clear goal: meaningfully increase repeat purchase rate across our 10M+ customer base. You will own the full post-purchase lifecycle — from first re-engagement to long-term loyalty — and be accountable for measurable revenue impact.
Referral & Member-Get-Member Programs - Build and scale sophisticated referral programs that turn our promoters into an acquisition channel. You'll design the incentive mechanics, own the attribution model, and iterate relentlessly based on data. This is one of the highest-leverage growth levers available to Holafly — you will treat it accordingly.
Loyalty Programme Architecture - Develop a loyalty proposition that is meaningful in the context of episodic travel — not a generic points scheme, but a programme that creates genuine reasons for travellers to choose Holafly again and again, and to bring others with them.
LTV Optimisation - Use behavioural and transactional data to build hyper-personalised lifecycle journeys. You will segment the customer base, identify the highest-value cohorts, and design interventions that deepen engagement and increase revenue per user over time.
Cross-Functional Influence - Partner closely with Product, Marketing, and Data to ensure that the loyalty mindset is embedded into every customer touchpoint — not siloed within your team. You will be a senior voice in shaping how Holafly thinks about its relationship with existing customers.
Team Leadership & Development Lead, develop, and grow an existing retention team. You'll set the vision, raise the bar on analytical rigour and creative execution, and hire the additional talent needed to deliver at scale.

What We're Looking For

Experience & Seniority - 8+ years of experience in retention, loyalty, or lifecycle marketing, with at least 3 years in a senior leadership role. You have operated at scale — managing programs across a customer base in the millions — and have the results to prove it.
B2C Retention Expertise in Low-Frequency Categories - You understand the specific challenge of driving repeat behaviour in episodic or low-frequency purchase environments. Experience in travel, insurance, or other event-driven B2C categories is strongly preferred. Subscription-only backgrounds are less directly transferable.
Commercial Ownership - You think in revenue, not just engagement metrics. You have owned repeat purchase rate, LTV, or referral-driven acquisition as hard commercial KPIs — and you can walk us through the impact you drove.
Analytical Rigour - Comfortable with data segmentation, cohort analysis, and building attribution models for loyalty and referral programmes. You don't need to write SQL yourself, but you know what questions to ask and how to pressure-test the answers.
Builder Mentality - You have built programmes from relatively early stages, not just optimised mature ones. You know what it takes to go from concept to live programme in a fast-moving environment — and you're energised by that challenge, not intimidated by it.
Leadership & Communication P- roven ability to lead a team, influence cross-functional stakeholders, and communicate strategy clearly to senior leadership. You set high standards and bring people with you.

Good to have

Background in travel-tech, OTAs, airlines, or other episodic B2C categories
Experience designing and launching referral or member-get-member programmes at meaningful scale
Familiarity with CRM and lifecycle marketing platforms (e.g. Braze, Klaviyo, Iterable)
Exposure to AI-driven personalisation in lifecycle or loyalty contexts

What Success Looks Like in Your First 12 Months

Repeat Purchase Rate: A measurable uplift in repeat purchase rate across the customer base, with a clear roadmap for continued improvement
Referral Programme: A live, scaled referral/MGM programme with proven attribution and a defined contribution to new customer acquisition
LTV Growth: Early evidence of LTV improvement in targeted cohorts through personalised lifecycle interventions
Team: A higher-performing, better-structured retention team with key hires made and a clear operating rhythm established

Director of Recurring Revenue

Job Description