Head of Paid Ads – Performance Marketing Lead, TikTok Ads
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Job Description
Performance marketing lead scaling TikTok and multi-channel acquisition for an AI-powered EdTech platform. Owning budgets, creative testing and CAC, ROAS and LTV optimization across Europe and global markets.
Responsibilities:
- Own and optimise paid user acquisition for a consumer subscription app across international markets
- Scale acquisition and guide creative testing
- Use CAC, ROAS and LTV to allocate budgets and make campaign decisions
- Manage TikTok Ads as a core paid acquisition channel
- Work across Meta Ads, Google Ads/UAC and Apple Search Ads
- Brief, test and iterate UGC advertising with designers or creative teams
- Build reporting and independently extract actionable insights using spreadsheets, SQL and/or dashboards
- Use tools such as Mixpanel, Customer.io or PostHog
- Collaborate with an international team on a fast-growing AI-powered EdTech learning platform used by more than 1.5 million students worldwide
Requirements:
- 4+ years of hands-on performance marketing experience, primarily in paid user acquisition for consumer/mobile apps
- Proven experience personally managing paid advertising budgets above $100,000 per month
- Strong hands-on TikTok Ads experience, including at least $50,000 per month in TikTok advertising investment
- Experience with a consumer subscription app outside ecommerce, gaming and fintech
- Experience developing, briefing, testing and optimising UGC-format advertising
- Proven ownership of CAC, ROAS and LTV, with budget allocation decisions based on these metrics
- Strong analytical skills and ability to build reporting and extract insights independently using spreadsheets, SQL and/or dashboards
- Experience collaborating with designers or creative teams and using performance data to guide creative iterations
- Familiarity with Mixpanel, Customer.io or PostHog
- Comfort working across international markets and currencies
- Hands-on, autonomous and pragmatic approach suited to a fast-moving startup
- English C1 or equivalent professional fluency for daily collaboration with an international team
- Currently based in Europe and available to start within two months
- Lisbon preferred; Western or continental Europe preferred
- Additional deep channel expertise in Meta Ads, Google Ads/UAC and/or Apple Search Ads preferred
- Creative localisation experience across international audiences preferred
- EdTech or learning-product experience preferred
- B2B or demand-generation paid-channel experience, including LinkedIn Ads and Google Ads for lead generation, preferred
Benefits:
- Stock options, subject to applicable terms
- Fully remote work within Europe
- No mandatory office attendance has been specified
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