TUI Group • London, United Kingdom

Head of App Commercial Performance and Marketing

Employment type:  Full time


A little flex time

Job Description

The app is the now at the centre TUI’s digital distribution strategy, consistently growing at over 50% each year with an objective to become the largest digital distribution channel across TUI’s core source markets, as well as facilitating low-barrier entry to new and emerging markets. The app is not only our highest converting digital sales channel but also a critical touchpoint for manage customers’ holidays and delivering TUI’s superior customer service. We have ambitious plans to grow the app to deliver over €5bn in sales annually, doubling down on our native search and book experiences for package holidays and growing rapidly in wider growth product categories such as flight and hotel only sales, as well as experiences and activities.

Driving user growth and engagement will be a key factor in enabling our digital maturation. To achieve this, we are now seeking a strong and experienced e-commerce and marketing leader to supercharge our global app commercial growth, marketing and merchandising. Delivering this at scale will require a unique blend of marketing expertise, commercial acumen and technical know-how, as well as the ability to navigate significant geographical, functional and structural complexity to shape and deliver a transformative growth strategy.

The TUI app is in the unique position within the organisation channel to be able to manage the customers’ experience throughout their entire holiday journey, from booking to day of travel, on holiday and after our customers return. This ever-present utility across the entire customer journey provides a high volume of opportunities for relevant, contextual reasons for customers to download and engage, helping us to can deliver an unrivalled level of holiday service, but also encouraging users to come back to the app as their preferred channel to book their next holiday, city break, flights or cruise. This is a fantastic opportunity for an experienced marketing professional to lead the digital transformation of TUI’s business model.

Please note the closing date for applications is Sunday 14th April



  • Own, evolve and deliver the TUI App e-commerce strategy, working across global and local market teams to ensure the right suite of initiatives are in place to drive app traffic, downloads, conversion and passenger sales volumes to deliver in excess of 20% of Group sales.
  • Develop an internationally scalable strategic framework to optimise app marketing and acquisition. Create a clear framework to rapidly grow TUI app download volume, while driving down cost per install and cost per acquisition.
  • Build and deliver a multichannel promotional strategy to drive app downloads throughout the customer journey and reach over 90% of all TUI customers and prospects. Influence and support wider TUI functions such as web, retail, airline and in-destination teams to market the app. Ensure all global marketing materials deliver traceability on usage to evaluate and optimise the programme across seasons. Influence stakeholders up to C-level to commit marketing resources towards driving take-up and usage of the app.


  • Own the core KPIs for the TUI Apps including traffic, conversion, passenger volume, downloads, departure penetration, app store ranking and distribution share.
  • Develop commercial models & agree growth targets with markets & business units. Direct the development of commercial models and business cases to ensure our activity is directed to drive the right outcomes, whilst helping business areas understand the appropriate levers to focus on and facilitate TUI’s transition to a more mobile-centric business. Agree appropriate KPIs and individual targets with all markets each year, obtaining support for ambitious growth plans.
  • Create and embed a rapid test and learn merchandising operating model enabling multiple concurrent tests to run in parallel and embed a test-driven culture into the wider commercial team.


  • Lead the TUI app commercial team of 7 with overall responsibility for app KPI production, merchandising, trading performance, download growth and booking departure penetration. Ensure the team has the right culture, tools and working practices to be successful and provide clear development pathways and coaching for team members to ensure they are able to realise growth potential.
  • Lead and influence a wider variety of senior Group and local market stakeholders throughout development and business areas, building strong working relations and ensuring alignment on key issues. Engage senior stakeholders up to CEO level across our multiple European businesses, running meetings and producing regular board-standard communication to both manage expectation and ensure ongoing support and prioritisation in market and destinations for mobile.
  • Leverage (and develop) expert business, market and customer insight. Develop a good understanding of the wider travel industry, TUI’s business and wider dynamics in each source market, our competitors and new entrants considering business models, products, operations, and digital approaches. Understand the end-to-end journey for TUI customers in different markets and with different products and channels. Understand TUI’s customer segments and customer behaviors. Use this insight to inform and influence plans and development around KPIs and marketing activity.


  • Exceptional commercial acumen, able to see the commercial opportunity where others cannot and quickly capitalise on it.
  • Exceptional stakeholder management, able to develop trusted working relationships across multiple source markets and functional boundaries,
  • Exceptional communications and influencing skills, able to analyse and communicate complex concepts to create practical solutions and influence decisions that drive change.
  • Strong numeracy skills, able to digest and track KPIs and analyse self service KPI portals as well as manipulate datasheets and formulae
  • Strong understanding of relevant digital technologies, with the ability to harness their potential to drive value.
  • Strong project management skills, able to deliver complex programmes of work across multiple markets, functions and business units.
  • Strong delivery focus, able to cut through complexity and drive progress, whilst maintaining alignment to strategy and business outcomes
  • Exceptional customer focus, able to understand and champions the needs of our customers in every feature.
  • Strong collaborative working style, to interface successfully with colleagues and partners from around the business with a range of roles, skills and seniorities.
  • Strong understanding of the travel business and the nuances of how it works.
  • 7+ years experience leading performance in app or wider e-commerce roles.
  • Proven and significant senior experience in commercially orientated marketing positions
  • Experience growing usage in consumer-facing digital technologies, ideally scaling app usage and engagement.
  • Experience of working in a complex, multi-geography, multi-cultural matrixed environment – some things will be in your control and others will require effective persuasion and influence skills.
  • Experience influencing senior stakeholders at CxO level and presenting at board-level meetings.
  • Experience leading a team and developing team-members.


  • Fantastic holiday benefits including discounts, special offers and the ability to purchase additional ‘TUI time off’
  • Health and Wellbeing support in five key areas – Financial, Health, Social, Community and Career
  • Discretionary Bonus Scheme
  • Private Medical Insurance, single cover with option to add dependants
  • Permanent Health Insurance
  • Pension scheme and life assurance

​We want to be the best-loved holiday company not only for our customers, but for our colleagues too. That’s why we offer a variety of benefits that go above and beyond a competitive salary, so we can help you to live your best life happily at TUI. Click here to find out more.

We love to see your uniqueness shine through and inspire the future of travel.​ If you would like to read more about what Diversity & Inclusion means to us simply visit Our DNA

If you require any further information regarding this opportunity, please email careers@tui.co.uk

Your application is important to us and we aim to get back to you shortly after the closing date

Company benefits

Travel credit – All benefits vary by location and job role, we'd be happy to chat to you about this in more detail
Work from anywhere scheme – TUI WORKWIDE means colleagues can work from abroad for up to 30 working days a year
Employee discounts
Flexible working week
Bank holiday swaps
Time off in-lieu
Religious celebration leave
Buy or sell annual leave
Health insurance
Gym membership
Open to part time work for some roles
Mental health platform access
Enhanced maternity leave
Shared parental leave
Pregnancy loss leave
Enhanced paternity leave
Compassionate leave
Cinema discounts
Season ticket loan
Travel insurance
Cycle to work scheme
In office catering
Commuter loan
Annual pay rises
Annual bonus
Life assurance
Salary sacrifice
Matched pension contribution
In office workout classes
Teambuilding days
Employee assistance programme
Charity donation scheme
Enhanced sick pay
Share options
Faith rooms
Volunteer days
Lunch and learns
L&D budget
Personal development days
Mental health days
Employees are very happy with their working location freedom
Employees are largely happy with the flexibility in the hours they work
Employees are largely happy with the benefits their company offers
Work-life balance
Employees feel that they can switch off quite easily from work
Role modelling
Employees feel that most people work flexibly
Employees feel they have complete autonomy over getting their work done

Additional employee ratings
(these do not contribute to the FlexScore®)

Employees feel that the diversity is good and there are continued efforts to improve it
Employees feel that the culture supports equity and inclusivity well
Employees enjoy the working environment
Employees feel quite excited about the company mission
Employees feel that their salary is fair and in line with the market average

Working at TUI Group

Company employees

60,000 globally

Gender diversity (male:female)


Office locations

Austria, Belgium, Brazil, Canada, China, Denmark, Finland, France, Germany, India, Ireland, Mexico, The Netherlands, Norway, Poland, Portugal, Spain, Sweden, Switzerland, United Kingdom, USA

Hiring Countries

Dominican Republic
United Kingdom

Awards & Achievements

Most flexible companies

Most flexible companies

Flexa100 2024

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