Performance Marketing Lead

The role

You will own paid user growth at Duolingo by leading a team and setting strategy across 100+ markets and multiple products. You will manage user acquisition across various platforms and measure the impact of spend using incrementality testing and quality metrics.

What you will do

• Own Duolingo’s paid user growth goals and acquisition strategy.
• Lead and develop a team of performance marketers.
• Run user acquisition across platforms including Google UAC, Meta, TikTok, AppLovin, programmatic partners, and channels in China.
• Measure user growth spend using incrementality testing, saturation analysis, and new user quality metrics.
• Build creative testing at scale with agency, creator, UGC, and in house partners.
• Manage and hold agency and ad tech partners accountable.
• Flex spend with the organic calendar by partnering with Social, Brand, and Country Marketing.
• Partner with Product and Engineering on measurement infrastructure and onboarding.
• Turn performance into clear recommendations for marketing leadership.

Required qualifications

• 8+ years of experience in performance marketing or paid user acquisition, with a focus on large scale, global mobile acquisition campaigns.
• 3+ years leading teams of performance marketers.
• A track record of owning a large, multichannel performance budget and taking channels from test to scale.
• Hands on experience with incrementality tests, saturation analysis, and LTV and ROAS models.
• Deep knowledge of the mobile user acquisition ecosystem, including attribution technologies and iOS privacy frameworks such as SKAN.
• Experience partnering with Product and Engineering teams on performance marketing.
• The judgment to recommend cutting or reallocating spend when returns don’t support it.
• Clear, concise written communication, from channel detail to leadership level recommendations.

Nice to have

• Experience leading user acquisition for a top subscription based mobile app or a high engagement consumer app with millions of daily users.
• Experience running acquisition in China or other markets with distinct ad ecosystems.
• Experience growing users across multiple products or apps.
• Experience scaling creative through UGC agencies, creator marketplaces, or creator networks.
• A passion for Duolingo’s mission to make education universally accessible.

About the company

Duolingo's mission is to develop the best education in the world and make it universally available. The team focuses on educating users, experimenting with big ideas, and making fact-based decisions.