Petr T. Vocelka

Marketing & Growth Leader | Consumer Subscription, SaaS & E-commerce | AI-Native Growth

Mountain View, United States (-08:00 UTC) Englishfrom Mountain View, United States
Usually responds in 22 hours
Free
Price per hour
15 min30 min
Time Blocks Available
4.98
10 reviews / 14 sessions
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-
Next availability
Not available in the next 30 days

Bio

👋 Hi, I'm Petr. Growing a subscription, SaaS, or e-commerce business is rarely a single-lever problem. The businesses that scale get many things right at once: positioning, acquisition, conversion, retention, and brand. Then they let those improvements compound. That's the work I've spent 17+ years doing. I've built marketing functions from zero, rebuilt ones that had stalled, and scaled ones that were ready to grow, at Gen Digital (Norton, LifeLock), Intuit (QuickBooks), Vista, Royal Caribbean, and Expedia Group (Hotels.com, Trivago), across 21 countries for B2C and SMB audiences. Today I lead growth and brand strategy for two consumer subscription brands at Gen Digital, governing a nine-figure marketing budget and running an AI-native growth agenda: answer engine optimization for generative search, AI-driven acquisition, and measurement rebuilt on incrementality testing. I advise founders and marketing leaders on problems I've actually had to solve: 1️⃣ Positioning and go-to-market. Finding the message that lands and the sequence to launch it, whether you're entering a new market, launching a new product, or repositioning what you already have. 2️⃣ Organic-first growth. Building SEO, content, and brand into a compounding channel before you scale paid, so that paid amplifies something already working instead of compensating for something that isn't. 3️⃣ Subscription economics. CAC, LTV, payback, activation, and retention, and knowing which lever to pull when growth stalls or when the only growth left is price. 4️⃣ AI-native marketing. How to show up in AI assistants and generative search, and where AI agents genuinely compound a small team's output rather than just producing more content. 5️⃣ Building the team. Org design, first hires, agency versus in-house, and how to structure marketing when you're going from one person to ten. Sessions are most useful when you bring a specific problem rather than a general one.

Expertise

  • Artificial intelligence

    I run an AI-native growth agenda: AEO/GEO to grow brand citations in AI assistants and generative search, AI-driven acquisition, and AI agents that compound a small team's output on real workflows.

  • Branding

    Brand and performance are not opposites; the compounding of both is what drove #1 unaided brand awareness in my markets at Trivago alongside 235% average annual customer growth. I help founders make brand pay its way.

  • Go to market strategy

    I've launched brands into 7 new markets from zero, owning positioning, channel architecture, and launch sequencing for each, plus new product and destination launches across a portfolio of global travel brands.

  • Growth marketing

    I work in CAC, LTV, payback, activation, and retention daily across consumer subscription brands, including a 38% trial-to-paid conversion improvement at Intuit and a 53% reduction in acquisition cost at Royal Caribbean.

  • Leadership

    I've built two marketing organizations from scratch, grown a team from 3 to 20, and led distributed teams of 20+ across 12 countries. Happy to talk first hires, org design, and when to use agencies instead.

Experience

  • Gen Digital

    Director, Growth & Brand Strategy, LifeLock | Director, Growth Marketing, Norton
    •gendigital.com

    Lead full-funnel brand and growth strategy for LifeLock and ReputationDefender, two consumer subscription brands serving millions of users, governing a nine-figure marketing budget across paid, owned, and earned channels with one direct report, two agency partners, and twelve matrixed marketing and channel teams. Launched an AI-native growth agenda including an answer engine optimization program to grow the brands' citations in AI assistants and generative search, and rebuilt measurement from last-touch attribution onto controlled incrementality testing with geo holdouts and marketing mix modeling. Previously Director, Growth Marketing and North America Strategy Lead, scaling B2C and SMB subscription products under the Norton brand and delivering 22% year-over-year revenue growth across Norton's consumer and SMB subscription portfolio.

  • Vista

    Marketing Director, Europe
    •vistaprint.com

    Drove full-function marketing for VistaPrint, VistaCreate, and 99designs, Vista's e-commerce and SaaS portfolio serving small businesses, across 12 European countries, leading three direct reports, two agencies, and 20+ matrixed specialists across distributed teams. Rebuilt how the organization identified segments, developed messaging, allocated budget, and executed across borders, and built a multi-layered SEO and content strategy that turned organic into a compounding acquisition channel. Delivered 28% year-over-year growth in new customer revenue and 16% growth in repeat-buyer revenue, while directing brand, performance, creative, and merchandising functions across all 12 markets.

  • Intuit

    Senior Marketing Manager, QuickBooks
    •intuit.com

    Led multi-product growth strategy for the QuickBooks portfolio, the only marketing function with a cross-product focus at a time when every other team was organized around an individual product in the suite. Worked the full funnel to drive portfolio awareness, conversion, and multi-product adoption among SMB audiences, treating each product as a potential front door and designing what should happen next. Grew from individual contributor to two direct reports and led cross-functional tiger teams of 15+ across marketing, product, and digital, delivering a 38% improvement in trial-to-customer conversion, a 23-point lift in portfolio awareness in six months, and a 4% increase in multi-product attach across a multi-million subscriber base.

  • Royal Caribbean Group

    Marketing Director, GoBe
    •royalcaribbeangroup.com

    Built the marketing function from scratch for GoBe, Royal Caribbean's first standalone e-commerce brand, with no existing playbook: defined the go-to-market strategy, brand positioning, value proposition, channel architecture, and measurement infrastructure, hired and led a team of four, and brought on four external agency partners. Owned marketing and e-commerce budgets of $15M+ spanning brand, performance, retention, website, content, experimentation, and personalization, and steered product marketing through the definition of over 50 features based on customer insights. The work delivered a 67% increase in new customer acquisition at a 53% lower cost of acquisition, 43% year-over-year revenue growth, a tripled site conversion rate, and 98% year-over-year organic traffic growth, with content, SEO, email, social, merchandising, and PR operating as one integrated system rather than as separate channels. The role concluded when Royal Caribbean Group discontinued the venture in a portfolio strategy shift.

  • Expedia Group

    Marketing Strategy Manager, Hotels.com | Marketing Lead, Trivago
    •expediagroup.com/

    Marketing Strategy Manager, North America, Hotels.com Owned marketing strategy and integrated planning for Expedia Group's top revenue-generating brand across the US and Canada, coordinating a cross-functional team of 15+ channel specialists. Sharpened audience profiles, implemented new messaging, and rebuilt integrated marketing calendar planning into an approach adopted as standard operating procedure for Hotels.com North America. Led the Cuba destination launch across all Expedia Group brands, aligning product, legal, localization, and marketing for simultaneous go-live across 40+ source-market sites. Recipient of the Expedia Horizon Award. Marketing Lead, Central & Eastern Europe, Trivago Launched and scaled the travel metasearch platform across 7 new markets with no prior presence, owning full P&L and marketing budgets for every one of them and growing the team from 3 to 20 as CEE became one of Trivago's fastest-growing regions by revenue contribution. Set go-to-market strategy and positioning country by country, built local marketing teams and agency ecosystems from zero, and made every decision from channel selection to messaging to launch sequencing, delivering 235% average annual customer growth and #1 unaided brand awareness in key markets.

  • Economia

    Marketing Content Strategist & Editor

    Directed the marketing and advertising editorial sections of the weekly trade publication Marketing & Media, leading a team of five writers and growing both print and online readership by introducing new features, formats, and supplements aimed at the marketing industry.

  • Fraus Publishing

    Marketing Manager

    Developed the positioning for a new e-book and online learning brand, then built and executed the marketing programs behind it, running campaigns across both the new brand and the parent company's existing product lines in the education market.

  • Dominik Marketing Agency

    Associate Marketing Manager

    Started agency-side while completing my degree, managing campaign components and progressing to full campaign ownership for clients including the beer brand Pilsner Urquell and the Finale Film Festival, covering strategy, creative direction, media, and event activation.

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