Associate Director, Paid Social & Influencer Marketing

Role Overview

• 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
• 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
• 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
• Partner with Analytics/Martech to improve tracking and advance measurement and incrementality – ensuring channel learnings translate into more confident investment decisions
• 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

Requirements

• 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
• Experience in B2C tech company or at a subscription-based business is a major plus

Tech Stack

• Tableau

Benefits

• 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