Director, User Acquisition & App Store Optimization

Location: US or any country within US timezone

Team: Growth & Marketing

Report to: VP, Growth & Marketing

Company Description:

Founded in 2016, ELSA harnesses the power of generative AI to improve English communication skills globally. With headquarters in San Francisco and offices in Lisbon, Tokyo, Taipei, Jakarta, Ho Chi Minh, Hanoi, and Sao Paulo, ELSA is at the forefront of AI-driven language learning innovation, transforming how people worldwide enhance their English-speaking skills. With over 60 million users and 1 billion hours of anonymized English audio data, ELSAs depth of data and ability to improve English communication skills is unmatched. ELSAs hyperpersonalized learning paths adapt to users goals and interests, making learning engaging and effective. This approach ensures that both businesses and individuals receive tailored support, maximizing their potential and success.

The inspiration for ELSA, the 2016 SXSWEdu winner, came when Vu experienced firsthand the difficulties of not being understood or speaking English confidently. ELSAs vision is to transform lives and organizations through effective spoken English.

About The Position:

We are seeking a strategic and data-driven Director of User Acquisition to lead and scale our customer growth efforts across paid media and app store optimization. This role will be responsible for developing, executing, and optimizing multi-channel acquisition strategies to drive user growth, maximize ROI, and ensure sustainable business expansion.

You are a hands-on marketer who is curious, not afraid to go deep into data as well as the psychology of great advertising. You dont mind getting your hands dirty while also leading a team of marketers and agencies, collaborating with cross-functional teams, and leveraging analytics to refine our global acquisition funnel. You can deal with the complexities of an international business - multiple countries, languages, platforms.

Key Responsibilities:

Strategy & Execution:

• Drive incremental business growth in our key markets by developing and implementing a comprehensive user acquisition strategy across paid media channels and App Store Optimization. You understand the difference between attributed and incremental/true growth
• Lead performance marketing efforts across Google Ads, Meta, TikTok, Apple Search Ads, programmatic, influencer marketing, app store optimization and emerging/experimental channels
• Optimize acquisition campaigns through A/B testing, audience segmentation, and creative iterations to drive efficient growth. Think through test structures, implement them, analyze and optimize based on learnings
• Collaborate with the creative team and influencers to build great marketing creatives across channels
• Stay ahead of industry trends, new platforms, AI, and algorithm changes to capitalize on evolving digital marketing opportunities

Analytics & Optimization:

• Define and track KPIs such as incremental CAC (Customer Acquisition Cost), LTV (Lifetime Value), ROAS (Return on Ad Spend), Trial to Paid and user quality
• Partner with data teams to implement attribution models, marketing mix modeling, and predictive analytics to improve decision-making
• Use data-driven insights to optimize conversion rates, improve user journey experience, and maximize marketing efficiency.

Team Leadership & Collaboration:

• Manage and mentor a team of user acquisition managers and growth marketers
• Work cross-functionally with analytics, creative, and product/engineering teams to improve marketing performance and user experience.
• Collaborate with finance and executive leadership to set growth forecasts, budgets, and reporting frameworks
• Manage stakeholder communication from cross-functional teams

Qualifications:

• 10+ years of experience in user acquisition, growth marketing, or performance marketing, preferably in B2C, mobile apps or gaming
• Expert in incrementality testing - You understand how to measure the incremental impact of marketing on business and expand it. You know A/B experiments, confidence intervals and p-values
• Strong expertise in paid media buying, SEO, ASO (App Store Optimization) and affiliate marketing.
• Deep knowledge of Google Ads, Facebook Ads, Apple Search Ads, TikTok, Snapchat, and emerging ad platforms.
• Proven experience scaling user acquisition efforts with a data-driven and analytical mindset.
• Proficiency in Google Analytics, AppsFlyer, Looker, and A/B testing frameworks.
• Exceptional leadership skills with a track record of building and leading high-performance teams.
• Strong understanding of user psychology and marketing funnels

Preferred Qualifications:

• App Store Optimization experience
• Experience in subscription-based businesses or gaming industries

How to apply?

Apply now to maximize your talents and make a real impact! Send your CV and a short introduction explaining why you want to join ELSA to nguyen.cao@elsanow.io. We love to see your application.