Global User Acquisition Manager (Web)
elsa_us · India, IN ·
- Work mode
- Hybrid
- Category
- Management
- Experience
- 5+ years
elsa_us · India, IN ·
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
You will drive paid web acquisition for ELSA across multiple markets in Asia and North America, covering lead generation for our sales team and direct web subscriptions. App acquisition is a secondary part of the role. This is an individual contributor role: you build the campaigns, read the data, brief the creatives and landing pages, and make the budget calls yourself.
We're looking for someone who knows web performance marketing inside out, uses AI tools to work smarter, and enjoys owning outcomes in a small team. The role can grow into leading a team as the business scales.
Key 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
What You Will Have
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
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.