Location: Remote: India
Department: Growth & Marketing
Report to: Director of Growth & Marketing
About Us:
ELSA is a global leader in AI-powered English communication training, dedicated to transforming how people learn and speak English with confidence. Founded in 2016 and headquartered in San Francisco, we operate across the U.S., Vietnam, Portugal, Indonesia, Brazil and Japan.
Powered by proprietary speech-recognition technology and generative AI, ELSA delivers real-time, hyper-personalized feedback to help learners improve pronunciation, fluency, and overall communication effectiveness. With over 50 million learners and 1 billion hours of anonymized speech data, ELSAs depth of language training intelligence is unmatched in the industry.
Our B2B flagship platforms ELSA Enterprise and ELSA Schools empower organizations and educational institutions to elevate communication capabilities and unlock personal and professional opportunities for their people. We design engaging, bite-sized learning experiences that adapt to each learner's goals and context, ensuring measurable improvement and lasting confidence.
Our vision is to become the global standard for real-time English communication training, enabling 1.5 billion language learners worldwide to speak clearly, be understood, and share their stories with the world.
Backed by world-class investors including Googles Gradient Ventures, Monks Hill Ventures, and SOSV, ELSA has been recognized among the top global AI innovators:
Forbes Top 4 Companies Using AI to Transform the World
Research Sniper Top 5 Best AI Apps
ASU+GSV EdTech 150
CB Insights Top 100 AI Companies
Join us in shaping the future of language learning and empowering millions to unlock opportunity through confident communication.
Role Summary:
You will drive paid app/web acquisition for ELSA's consumer app across multiple markets in Asia and North America. This is an individual contributor role: you build the campaigns, read the data, brief the creatives and make the budget calls yourself.
We're looking for someone who knows app UA inside out, uses AI tools to work smarter, and enjoys owning outcomes in a small team. The role can grow into leading a team as the business scales.
Key Responsibilities:
Campaigns and Budget:
Run and scale app/web campaigns across Meta, Google App Campaigns, Apple Search Ads, TikTok, alternative networks and DSPs
Manage multi-country budgets and be accountable for ROAS, CAC and payback targets, reallocating across channels, markets and iOS/Android based on marginal returns
Localize campaign structure, bidding and creative for each market, including Vietnam, Thailand, Taiwan, Japan and the US
Test new channels and networks, and negotiate terms with partners
Measurement and Analytics:
Keep MMP attribution accurate (AppsFlyer, Singular): event mapping, postbacks and discrepancy resolution against ad platforms
Run iOS measurement end to end: SKAN / AdAttributionKit conversion value schemas, ATT impact and modeled conversions
Design and read incrementality tests (geo-lift, holdouts, platform lift studies) to separate attributed growth from incremental growth
Track subscription unit economics: CPI, cost per trial, trial-to-paid, CAC, cohort LTV, ROAS and payback
Creative Strategy and Delivery:
Creative is the biggest lever in paid app acquisition, and this role owns it from idea to live ad.
Come up with ad concepts, angles and hooks based on performance data, audience insights and competitor research
Write ad scripts and briefs for video, static, UGC and creator formats, localized for each market
Work with the in-house design team and external UGC/creator partners to deliver creatives on time and to brief
Keep a steady testing pipeline running: launch new concepts, read results (hook rate, hold rate, IPM, CVR, fatigue) and feed the learnings into the next round
Connect ads to store conversion through Custom Product Pages and custom store listings
AI-First Execution:
Use AI tools and automation to cut manual work: reporting pipelines, anomaly alerts, bid and budget rules, and creative iteration at volume
Build and document repeatable workflows that raise output per person
What You Will Have:
Must Have:
5-8 years of hands-on mobile app UA with direct budget management
Multi-country UA experience, ideally across Asia and at least one Tier-1 market
Deep expertise in Meta, Google App Campaigns, Apple Search Ads and TikTok, plus working experience with alt networks and DSPs
Strong MMP skills (AppsFlyer or equivalent), including SKAN / AdAttributionKit and privacy-era measurement
Strong analytics: cohort analysis, incrementality and test design (confidence intervals, significance), and comfort with BI tools such as Looker
A proven track record of improving ROAS or CAC at scale, with numbers to show for it
Concrete examples of using AI tools to automate your own UA workflows
Hands-on experience optimizing web-to-app user flows: landing pages, smart banners, deep links and deferred deep links, with correct attribution from first web touch to in-app conversion
Nice to Have:
Subscription app experience, especially freemium with trials (edtech, language learning, health, productivity)
Web acquisition experience: lead generation and direct web subscriptions
ASO experience: keyword strategy, store listing tests and conversion rate optimization
SQL and scripting (Python or Apps Script) for your own analysis and automation
Experience with Marketing Mix Modeling or MMP incrementality products
Gaming UA background
What We Offer:
Flexible work setup: Remote-first for Singapore, India, Indonesia, Malaysia; hybrid model for Vietnam.
Comprehensive employee well-being benefits.
Free ELSA Premium courses to polish your language skills
Collaborative, international team culture.
Opportunity to contribute to a fast-growing, well-funded Silicon Valley startup with global impact.
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