Growth Marketing Lead

About Tab

Tab is a payments and bookings platform for tourism and hospitality businesses — hotels, hostels, tour operators, dive shops and retreats — across some 40 countries in Latin America, Africa and Asia. We serve markets where the likes of Stripe and PayPal don't operate directly, helping thousands of businesses get paid by travellers from around the world.

We're backed by Y Combinator and run as a deliberately lean team: no agencies, no layers, high ownership.

The role

You'll own lead generation at Tab: generating demand and capturing inbound leads across our key B2B acquisition channels. You'll be the person accountable for how new merchants find us, and you'll have real budget, real autonomy, and a direct line to the numbers.

Paid ads:

• Own targeting and budget allocation across campaigns
• Own creative and landing pages
• Run our current paid channels (Google, Meta) and expand into new ones — ChatGPT, Reddit, TikTok, LinkedIn, and vertical-specific channels for our industries
• Build prospecting and retargeting that works across the full customer journey

Outbound email:

• Own personalisation, copy, creative and cadence
• Manage our sending systems and monitor the associated infrastructure (deliverability, domains, warm-up)

Referrals and partnerships:

• Run our referral programme and ambassador programme
• Develop partnerships that drive customer acquisition

Working with other teams:

You'll collaborate closely across the company on:

• Key messaging, copy and creative guidelines
• The marketing website
• Email leads and personalisation data
• Social media presence and content
• Content for our website
• SEO and GEO (generative engine optimisation)

Across all of this, you'll own tracking and reporting: clear metrics for every channel, plus the marketing website.

Who we're looking for

How you work

• You reach for AI naturally and have an instinct to automate — using AI tools where they help, and working manually where that's better
• High agency: you spot what needs doing and do it, without waiting to be asked
• Comfortable in a lean team — we don't use agencies, so you'll be hands-on across strategy and execution
• You work well across teams, not in a silo
• Strong technical and AI skills
• Strong analytical skills — you're at home in the data
• Good judgement across writing, creative and design
• Spanish or French is helpful, given the markets we serve
• You don't need to be great on merchant calls — this isn't a sales role

Experience

4–8 years in lead generation, ideally in B2B or fintech, ideally at a startup