Associate Director of Paid Social & Influencer Marketing, Babbel
$135-145k
Subscription-based language learning software
Posted today
Subscription-based language learning software
1001+ employees
Posted today
$135-145k
1001+ employees
Company mission
To create mutual understanding through language.
Role
Who you are
- 7+ years leading acquisition programs with meaningful budget ownership and measurable results
- Deep channel expertise across Paid Social (Meta, TikTok, Reddit, Pinterest) and experienced in running performance-Influencer programs
- Strong forecasting, pacing, and optimization skills; ability to translate performance into clear investment decisions
- Measurement/attribution fluency (tracking, attribution, incrementality), including partnership with Analytics/Martech in evolving measurement environments
- Strong analytical skill set: comfort with large datasets, funnel metrics, and tools like Tableau/Looker/Amplitude (or similar)
- Team management experience, including coaching, setting high standards, and developing talent
- Excellent cross-functional leadership and communication (especially with Creative and Analytics); strong project management and ability to align stakeholders
What the job involves
- Babbel is hiring an Associate Director of Paid Social & Influencer Marketing to join our team in our New York City office. This role will oversee our Paid Social and Influencer channels, with a focus on driving new subscriptions and revenue for the business
- The Associate Director of Paid Social & Influencer leads the global strategy, execution, and scaling of Babbel’s Paid Social and Influencer channels, driving new subscriptions and revenue
- You’ll lead and manage a high-performing team, run a structured experimentation engine across creative and media, and partner closely with Creative, Analytics, Martech, and Product teams to improve incrementality and accelerate profitable subscriber growth
- A key pillar of this role is creative and experimentation leadership: you’ll help define the process and operating cadence for performance creative—setting the testing roadmap, improving cross-functional collaboration, and scaling learnings across channels and markets
- Strategy, planning & forecasting
- Own the global strategy for Paid Social and Influencer to drive new subscriptions, revenue, ROAS, and CLV/CAC
- Build and maintain an always-on channel roadmap: objectives, budget allocation approach, platform mix, audience strategy, creative strategy, and experimentation plan
- Own forecasting and performance management across key metrics, proactively surfacing risks, opportunities, and recommended reallocations
- Channel execution
- Drive performance oversight across Paid Social and Influencer, leading ongoing testing and optimization across targeting, bidding, creative/format, and landing/offer strategy
- Scale Paid Social beyond current platforms by leading expansion into new channels, including launch plans, testing frameworks, and platform partner coordination
- Lead an always-on performance-based Influencer program in partnership with an agency and vendor partners (e.g., UGC, whitelisting/paid amplification), setting clear performance expectations and optimizing continuously
- Creative & experimentation
- Own the creative testing roadmap and collaborative process with Creative: intake and prioritization, hypothesis development, test design, launch cadence, and criteria for scaling/iterating
- Lead test readouts/shareouts and maintain a structured learnings repository to improve scaling decisions across channels and markets
- Analytics
- Partner with Analytics/Martech to improve tracking and advance measurement and incrementality – ensuring channel learnings translate into more confident investment decisions
- Cross-functional leadership & people management
- Lead and coach a high-performing team, setting clear goals, high standards, and development plans
- Manage relationships with platform reps and third-party partners; communicate clearly with senior stakeholders, translating complex channel dynamics into actionable decisions
Our take
Babbel is one of the leading lights in the language eLearning sector. Its premium subscription-based online learning resources cover over a dozen predominantly European languages, at all proficiency levels. They include interactive lessons and podcasts - all developed and delivered by professional educators and linguists.
Learning languages online has become big business in recent years, and this has led to a surge of VC investment in the sector. This diversified the field of competition, tripling revenue for smaller rivals like Busuu and driving up engagement on online tutoring sites. It has ramped up pressure on incumbents like Babbel, and its better established (but pricier) competitor Rosetta Stone, to diversify their offerings.
To get there, Babbel has taken a smart cue from live tutoring sites like Preply, which also saw a surge in engagement over recent years. Babbel has launched its own live tuition offering, and additional B2B services, demonstrating a savvy use of its leading position and strong resources to keep a tight grip on its substantial market share.
Kirsty
Company Specialist at Welcome to the Jungle
Insights
22% employee growth in 12 months
Company
Funding (last 2 of 3 rounds)
Jul 2015
$22m
SERIES C
Mar 2013
$10m
SERIES B
Total funding: $33.3m
Company benefits
- 30 vacation days and flexible working hours
- BVG card or Swapfiets bike
- Jobbatical and Sabbatical options
- Many internal & external learning opportunities to choose from
- A yearly Learning & Development budget
- Visa and relocation assistance
- Full access to Babbel & Babbel Live classes
- Modern office in the heart of buzzing Berlin equipped with a family, music, faith and nap room
- Various internal communities to be part of including the Femgineers, DEI Ambassadors, Accessibility & Disability Group and more
Company HQ
Friedrichshain, Berlin, Germany
Leadership
Markus Witte
(Executive Chairman & Co-Founder)Currently a Partner at Wachstumsbegleitung, a Fellow of JoinPolitics and was Previously an Independent Board Member at Blinkist.
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