Growth Lead, Paid Social & Experimentation

Job description

Are you passionate about learning languages? About helping people connect and communicate across cultures, for travel, friendship, or career advancement? About making an impact to our company and our 25MM+ learners? Babbel is hiring a **Growth Lead, Paid Social & Experimentation** to join our team in our New York City office. This role will lead Paid Social, Influencer, and emerging/test channels, with a focus on driving subscription growth, revenue, and new performance opportunities for the business. **About the Role:** The Growth Lead, Paid Social & Experimentation is a transformational leader driving Babbel’s performance marketing evolution. This role owns strategy and execution across Paid Social, Influencer, and emerging channels, with a mandate to accelerate subscription growth, unlock new revenue opportunities, and build faster, smarter ways of driving impact through experimentation and AI. You’ll lead a high-performing team to challenge convention, move quickly, and build a culture of rapid experimentation and continuous learning. As a change agent, you will identify outdated ways of working, introduce smarter approaches, and turn new ideas into scalable growth levers. You'll lead by example, building AI tooling hands-on and running your own experiments. AI leadership is central to this role. You’ll use AI to improve campaign execution, reporting, optimization, creative testing, and team workflows, while helping lead broader AI adoption across performance marketing. You’ll help lead broader AI adoption across the team and turn AI into a practical advantage in speed, insight, and execution. **Responsibilities:** **Strategy, planning & forecasting** - Own the global strategy across Paid Social, Influencer, and emerging/test channels to drive new subscriptions, revenue, ROAS, and CLV/CAC - Build the channel roadmap across budgets, platform mix, audience strategy, creative strategy, and experimentation priorities - Own forecasting and performance management, surfacing risks, opportunities, and investment recommendations **Channel execution** - Own performance across Paid Social, and Influencer, constantly testing and improving targeting, bidding, creative, landing pages, and offers. - Run and grow an in-house influencer engine across UGC, whitelisting, and paid amplification. - Proactively spot, test, and scale new growth plays, from emerging platforms to AI-first ad opportunities. **Creative, experimentation & AI enablement** - Drive the creative testing roadmap with Creative, from sharp hypotheses to launch, readout, and scale. - Use AI and automation to redesign how planning, testing, reporting, optimization, and team workflows get done - making the team faster, sharper, and more effective. - Turn insights into faster decisions, sharper investment moves, and scalable changes across channels and markets. - Identify outdated assumptions, workflows, and channel habits - then replace them with more modern, effective approaches. **Analytics** - Work with Analytics and Martech to strengthen tracking, attribution, measurement, and incrementality so investment decisions are clearer and faster. **Cross-functional leadership & people management** - Lead and coach two direct reports with clear goals, high standards, and real development. - Manage platform and agency relationships, and help senior stakeholders quickly understand what’s working, what’s changing, and where to go next. **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 experience running performance-driven Influencer programs - Hands-on experience with whitelisting, UGC, creator partnerships, and paid amplification - Broad digital growth experience and a strong understanding of how funnel metrics work together to drive efficient growth - A builder’s mindset: high agency, strong point of view, bias toward action, and comfort challenging established ways of working - Comfort operating in ambiguity and moving from idea to execution with speed - Strong forecasting, optimization, and measurement skills, with the ability to turn performance into clear investment decisions - Hands-on experience using AI workflows or automation to improve performance marketing execution, decision-making, and operating speed - Team management experience, including coaching and developing high-performing talent - Excellent cross-functional leadership and communication skills - Experience in a B2C tech or subscription-based business is a major plus **Why Babbel:** - Join a global company with purpose - Competitive compensation, PTO, benefits - Have an Impact on Babbel's product, company, and learners - Career growth and skill development ***This position is located in NYC and requires a minimum of 3 days/week in office.*** **Salary Information** In New York City, the reasonable annualized full-time salary for this role is $135K-$155K placement within this range will vary based on several factors including, but not limited to experience, education, licensure/certifications, training and skill level. Babbel is an equal opportunity employer committed to diversity and inclusion. Babbel Inc. uses AI-assisted tools to help review applications and support our recruiting team. All hiring decisions are made by people.