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? Come join our NY-based team as an Associate Director, Paid Social and Influencer Marketing.

About the Role:

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.

Responsibilities:

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

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

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

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

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 $135,000 - $145,000 and 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.