Head of Paid Ads / Performance Marketing Lead (TikTok Ads) - Europe Full Remote

ABOUT THE OPPORTUNITY

Join a fast-growing, seed-funded EdTech startup building an AI-powered learning platform used by more than 1.5 million students worldwide. With approximately 40,000–50,000 new students joining each week, this is an opportunity to shape paid acquisition for a consumer subscription product with international reach.

As Head of Paid Ads / Performance Marketing Lead, you will combine strategic ownership with hands-on campaign execution. You will help scale acquisition, guide creative testing and use performance insights to decide where investment delivers the strongest results. The role is full-time and fully remote within Europe, with Lisbon preferred.

PROJECT & CONTEXT

Own and optimise paid user acquisition for a consumer subscription app across markets including the UK, Ireland, Brazil, South Africa and Australia. Use customer acquisition cost (CAC), return on ad spend (ROAS) and lifetime value (LTV) to guide budget allocation and campaign decisions.

TikTok Ads is a core channel. The broader channel mix includes Meta Ads, Google Ads / Universal App Campaigns (UAC) and Apple Search Ads. Work with designers or creative teams to brief, test and iterate user-generated content (UGC) advertising, using performance data to improve creative direction. Build reporting and extract actionable insights independently using spreadsheets, SQL and/or dashboards, alongside tools such as Mixpanel, Customer.io or PostHog.

WHAT WE'RE LOOKING FOR (Required)

• 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 limited to those sectors does not meet this requirement.
• 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 the 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 tools such as Mixpanel, Customer.io or PostHog.
• Comfort working across international markets and currencies.
• A 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.

NICE TO HAVE (Preferred)

• Experience running campaigns in multiple countries for the same advertiser.
• Based in Lisbon; Western or continental Europe is preferred. No mandatory office attendance has been specified.
• Additional deep channel expertise in Meta Ads, Google Ads / UAC and/or Apple Search Ads.
• Creative localisation experience across international audiences.
• EdTech or learning-product experience.
• Experience with B2B or demand-generation paid channels, including LinkedIn Ads and Google Ads for lead generation.

Compensation: €50,000–€100,000, depending on experience. Salary period, gross/net basis and contract terms are to be confirmed. Stock options are indicated by the client, subject to applicable terms.