Global Performance Marketing Manager

About the Position

Join ELSA’s global team to help millions speak clearly with confidence. Remote-friendly, diverse, and growth-driven - shape the future of AI language learning.

• Location: India, Vietnam
• Department: Growth & Marketing
• Report to: Director of Growth & Marketing

Responsibilities

Campaigns and Budget

• Run and scale web campaigns across Google (Search, Performance Max, Demand Gen, YouTube), Meta, TikTok, and local platforms such as LINE and Zalo
• Manage multi-country budgets and be accountable for CPL, cost per purchase, CAC, ROAS, and payback targets, reallocating across channels, markets, and funnels (lead gen vs direct purchase) based on marginal returns
• Localize campaign structure, bidding, landing pages, and creative for each market, including Vietnam, Thailand, Taiwan, Japan, and the US
• Test new channels, networks, and partnerships, and negotiate terms with partners

Funnel and Landing Page Optimization

• Own the paid web funnel from ad click to lead, sale, and subscription
• Brief, launch, and A/B test landing pages, offers, pricing displays, and checkout flows with design and engineering
• Work closely with the sales team on lead quality, lead-to-sale conversion, and feedback loops into targeting and bidding

Measurement and Analytics

• Keep web tracking accurate: GA4, ad platform pixels, Conversions API, server-side tagging, and UTM governance
• Send CRM and offline conversion data (qualified leads, closed sales, revenue) back to ad platforms so bidding optimizes for value, not just lead volume
• Design and read incrementality tests (geo-lift, holdouts, platform lift studies) to separate attributed growth from incremental growth
• Track web unit economics: CPC, CVR, CPL, lead-to-sale rate, cost per sale, CAC, AOV, ROAS, and payback

Creative Strategy and Delivery

Creative and landing pages are the biggest levers in paid web acquisition, and this role owns both from idea to live ad.

• Come up with ad concepts, angles, hooks, and offers based on performance data, audience insights, and competitor research
• Write ad scripts, ad copy, 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, CTR, CVR, CPL, fatigue), and feed the learnings into the next round
• Keep ad message, landing page, and offer consistent end to end

App Acquisition (Secondary)

• Support paid app campaigns across Meta, Google App Campaigns, Apple Search Ads, and TikTok
• Optimize web-to-app flows: smart banners, deep links, and deferred deep links, with correct attribution from first web touch to in-app conversion
• Work with MMP data (AppsFlyer, Singular) to read app performance alongside web

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

Requirements

Must Have

• 5-8 years of hands-on paid web performance marketing with direct budget management
• Multi-country experience, ideally across Asia and at least one Tier-1 market
• Deep expertise in Google Ads (Search, Performance Max, Demand Gen) and Meta, plus working experience with TikTok and local or alternative platforms
• Proven experience running lead generation funnels that feed a sales team, and/or direct web purchase funnels
• Strong web measurement skills: GA4, pixels, Conversions API, GTM, Zoho CRM, server-side tagging, and offline/CRM conversion imports
• Strong analytics: funnel and cohort analysis, incrementality and test design (confidence intervals, significance), and comfort with BI tools such as Looker
• Hands-on landing page and CRO experience, with A/B test results to show for it
• A proven track record of improving CPL, CAC, or ROAS at scale, with numbers to show for it
• Concrete examples of using AI tools to automate your own workflows

Nice to Have

• Mobile app UA experience: Google App Campaigns, Apple Search Ads, MMPs (AppsFlyer or Singular), SKAN / AdAttributionKit
• Experience optimizing web-to-app flows and attribution
• Subscription business experience, especially edtech, language learning, health, or productivity
• Experience working with telesales or inside sales teams on lead quality
• Experience with Marketing Mix Modeling
• SEO knowledge to coordinate paid and organic search

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.

About the Company

Founded in 2016, ELSA is a global leader in AI-powered English communication training, dedicated to transforming how people learn and speak English with confidence. 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, ELSA's 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 Google's 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.