Paid Lead

An international online school of digital skills for children and teenagers aged 5 to 17. The company teaches programming, digital creativity, and basic computer knowledge.

This person will lead paid user acquisition function globally — owning Meta, Google, and new channel performance across 20+ countries with ~$9-10M annual ad spend and a team of 10+ (Meta Lead, Google Lead, regional UAMs, Web/LP, CRM).Specifically:

1. Own global paid performance strategy and execution: Meta Ads, Google Ads (Search, PMax, YouTube, Display), and expansion into new channels (TikTok, etc.)
2. Drive ROMI targets across 8 regions (LatAm, Turkey, Brazil, Indonesia, Poland, Italy, ENG, CIS) — the 2026 target is $23M+ from Meta & Google alone, $1M from new channels
3. Build and enforce playbooks for campaign setup, testing frameworks, scale/kill decision criteria, and creative briefing — today these are underdeveloped or missing
4. Automate and systematize UA operations: reduce manual routine, build repeatable processes, establish clear SOPs for the team
5. Improve team coordination: transition the UA↔Creative interaction to a service-based model with formal briefs, SLAs, and prioritization rules
6. Own the UA backlog and decision-making framework — what to test, what to scale, what to kill, and why
7. Integrate CRM-based retargeting and LP optimization into paid flows to improve conversion across the funnel
8. Use attribution data, content library insights, and synthetic research in budget allocation and optimization decisions
9. Partner closely with Growth (new channels, UVP testing, non-TC funnels), Creative (briefs, asset iteration), and Social&Influence teams
10. Build fast global↔regional feedback loops so winning approaches scale and losing ones get cut quickly

1. 5–8+ years hands-on in paid performance marketing, at least 2-3 years managing a team
2. Deep expertise in Meta Ads and Google Ads at scale ($5M+ annual spend managed directly or through a team)
3. Track record of building systems, not just running campaigns — playbooks, automation, testing frameworks, SOPs
4. Strong analytical thinking: comfortable with CAC/LTV models, ROI targets, cohort analysis, incrementality thinking
5. Experience managing multi-market/multi-geo paid acquisition
6. Data infrastructure literacy: can work with BI tools, understands attribution challenges, can spec requirements for analytics/DWH teams
7. AI fluency: actively uses AI tools in daily workflow, has opinions on how to automate UA operations
8. Strong English — this is a working language for cross-team and cross-regional coordination
9. B2C background, ideally with a considered-purchase product (education, subscription, SaaS) where the funnel includes a sales/consultation step, not just impulse installs

1. Fully remote work format from anywhere in the world
2. Various ways of contracting: service agreement, sole proprietorship (individual entrepreneur), etc.