Associate Director, Paid Social & Influencer Marketing at Babbel
About the Role
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.