•

Location:
India, Vietnam
• 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 90 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 We are looking for a Global Performance Marketing Manager to own and scale ELSA's paid web acquisition across multiple international markets. This role focuses primarily on driving direct web purchases and subscriptions through paid channels, with ownership of acquisition performance, budget allocation, and conversion efficiency. You will independently manage paid campaigns across Google and Meta, identify opportunities to scale profitable acquisition, and continuously improve the customer journey from ad engagement to subscription purchase. As a hands-on individual contributor, you will work closely with the Growth, Product, Design, and Engineering teams to develop performance-driven campaigns, optimize landing pages, and turn data into actionable growth strategies. This is an chance for an experienced performance marketer who combines strong execution skills, analytical thinking, and commercial ownership to make a measurable impact on a global consumer product.

Key Responsibilities
1. Paid Acquisition & Campaign Management
• Own and scale paid web acquisition campaigns across Google Ads (Search, Performance Max, Demand Gen, YouTube) and Meta Ads.




• Manage multi-market advertising budgets and make data-driven decisions on budget allocation, bidding strategies, and campaign optimization.
• Drive direct web purchases and subscription conversions across key markets, including Vietnam, Thailand, Taiwan, Japan, and the US.
• Identify new audience segments, acquisition opportunities, and scalable growth channels.
• Continuously monitor campaign performance and optimize towards sustainable customer acquisition costs and revenue growth. 2. Performance & Commercial Optimization
• Take ownership of key acquisition metrics, including CAC, CPA, ROAS, conversion rate, revenue, and payback period.
• Analyze campaign and funnel performance to identify growth opportunities and areas of inefficiency.
• Evaluate acquisition performance beyond platform-reported metrics, considering subscription revenue and customer lifetime value.
• Develop and execute testing strategies to improve acquisition efficiency and campaign scalability.
• Collaborate with internal stakeholders to align acquisition strategies with business and revenue targets. 3. Conversion Rate Optimization & Funnel Management
• Own the paid web acquisition journey, from ad engagement to landing page visits and subscription purchases.
• Identify conversion bottlenecks and opportunities to improve landing page performance.
• Plan and execute A/B tests across landing pages, messaging, offers, pricing presentation, and conversion flows.
• Work closely with Product, Design, and Engineering teams to implement and evaluate conversion improvements.
• Ensure consistency between advertising messages, landing page experiences, and subscription offers. 4. Creative Strategy & Experimentation
• Develop performance-driven creative strategies based on audience insights, campaign data, and market trends.
• Identify effective messaging, creative angles, hooks, and formats to improve acquisition performance.
• Develop creative briefs and collaborate with internal Design teams and external creative partners to produce high-performing assets.
• Establish a continuous creative testing process to identify winning concepts and reduce creative fatigue.
• Translate campaign learnings into actionable recommendations for future creative development. 5. Analytics & Measurement
• Maintain accurate campaign tracking and conversion measurement across advertising platforms.
• Monitor and analyze performance using GA4, Google Tag Manager, and relevant analytics tools.
• Ensure proper implementation of pixels, conversion events, and UTM tracking.




• Build regular performance reports and translate data into clear business recommendations.
• Continuously improve measurement practices to support more accurate optimization and budget decisions. 6. Cross-functional Collaboration & Innovation
• Work closely with Growth, Product, Design, and Engineering teams to drive acquisition and conversion improvements.
• Support mobile app acquisition initiatives when needed, working alongside relevant team members.
• Leverage AI tools and automation to improve campaign analysis, reporting, creative development, and operational efficiency.
• Build scalable and repeatable performance marketing processes as ELSA expands into new markets. What You Will Have Must Have
• 5–8 years of hands-on experience in performance marketing, paid acquisition, or growth marketing, with a strong focus on web acquisition.
• Proven expertise in managing and scaling Google Ads and Meta Ads campaigns.
• Demonstrated experience driving direct-to-consumer web purchases and subscription conversions.
• Experience managing advertising budgets across multiple markets, with clear ownership of campaign performance and business outcomes.
• Strong understanding of performance metrics, including CAC, CPA, ROAS, conversion rate, LTV, and payback period.
• Hands-on experience with landing page optimization, conversion rate optimization, and A/B testing.
• Strong analytical skills and experience using GA4, Google Tag Manager, and advertising platform analytics.
• Ability to develop creative strategies, interpret performance data, and translate insights into actionable campaign improvements.
• Strong commercial mindset, ownership, and the ability to operate independently in a fast-paced environment. Nice to Have
• Experience in subscription-based businesses, particularly EdTech, SaaS, consumer apps, or other digital products.
• Experience managing campaigns across international markets, particularly the US, Japan, or other Tier-1 markets.
• Familiarity with TikTok Ads and other emerging paid acquisition channels.
• Experience with advanced conversion tracking, including Meta Conversions API, server-side tagging, and offline conversion tracking.
• Familiarity with incrementality testing and attribution methodologies.
• Experience with BI tools such as Looker or Tableau.
• Exposure to mobile app acquisition, AppsFlyer, Singular, or Apple Search Ads.
• Experience leveraging AI tools and automation to improve marketing productivity.

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.

📌 Global Performance Marketing Manager (India)
🏢 ELSA
📍 India