Own how ExCo creates demand. Paid, organic, YouTube, lifecycle and the creative team, under one owner carrying acquisition cost and owned-demand share.
Inside an ExCo edition
The destination is the backdrop. The people are the point.
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Bangalore · Full-time · In office, Monday to Friday
ExCo is the company behind Bucketlist and BHX Project.
We started ExCo because travel gets far more interesting when the people around you are interesting too.
Some people met on an edition and became close friends. Some started companies, projects or collaborations together. Many stayed part of the community years after coming home.
Bucketlist builds international adventures where the group matters as much as the place.
BHX Project is India's first creative residency: a brain vacation for founders, creators, artists, leaders and builders to step away from routine, exchange ideas and make things that did not exist before.
We are hiring a Head of Marketing to help more of the right people discover ExCo, and to own how that demand is built.
You will own marketing across ExCo, Bucketlist and BHX Project.
You need to help ExCo grow without turning it into another travel company shouting about destinations and discounts. The work is to make us easier to discover and trust while protecting what people actually come for: the group, the experience and what follows after.
Paid media should bring us the right people efficiently. Organic content should make more people know and trust us. Email and WhatsApp should turn existing interest into action. Customers should return, refer friends and remain connected to the company.
Over time, more of our demand should come from an audience and reputation we own rather than attention we must keep buying.
You will carry two connected outcomes:
You will report to the CEO and have the authority to decide what marketing should do, what it should stop doing and where the team should focus.
You will own paid media across Meta and other relevant platforms. Our performance marketer will report to you.
You will set the organic and social strategy for Bucketlist and BHX Project, including briefs, publishing rhythm and the standard of the work.
You will lead the creative team across creative direction, design and video editing. You will not need to make every asset yourself, but you must be able to recognise strong work, explain what is weak and help the team improve it.
You will decide whether and how we build YouTube. It is early enough for you to shape it properly—or decide that our effort belongs elsewhere.
You will own email and WhatsApp strategy. The systems and automation exist. You will decide what we send, to whom, when and why.
You will connect marketing decisions to commercial outcomes. That means understanding the journey from first impression to qualified demand, working closely with sales and identifying which messages, audiences and channels produce customers rather than activity.
You will put in place the measurement, reviews, documentation and decision-making that allow the function to run without you—or the CEO—sitting inside every decision. Use AI where it genuinely improves the work. Know when it does not.
You have led marketing before. More importantly, you can show what changed because you were there.
You have personally carried an outcome such as revenue, customer-acquisition cost or pipeline. You can explain what you controlled, what you did and what happened when you missed the target.
You have grown an audience, channel or customer base from close to zero. You know where it started, where it ended and which parts of the result were genuinely yours.
You have worked across paid, organic, lifecycle and content. You may be exceptional in one or two areas, but you are not dependent on a single channel.
You have taste you can defend. You can look at a campaign, video, landing page or piece of copy and explain precisely what is working, what is not and what you would change.
You can lead specialists without pretending to be the best person in the room at every craft. You set direction, give useful feedback and make the work better.
You have built systems that continue running without you. You also understand where those systems still fail because you have stayed close enough to see their limits.
Experience in travel is useful but not required. Experience building demand for a consumer, community, media, hospitality or high-consideration business is relevant.
This is a role with real ownership and meaningful equity. The full compensation structure will reflect the experience and responsibility you bring, and we will discuss it openly in the first conversation.
Email jay@theex.co with the subject line “Head of Marketing”.
Send your CV and short answers to these questions:
What is something you grew yourself?
Share the link or handle, where it started and where it ended.
What would you kill?
Look at @bhxproject and @bucketlist.to on Instagram, and The Experience Co on LinkedIn. Name one specific thing we currently do that you would stop entirely, and explain why.
What is the last thing you built that still runs without you?
Tell us what it does and what it still gets wrong.
Also include one line each with:
