Head of Paid Ads / Performance Marketing Lead (TikTok Ads)

About the role

A fast-growing, seed-funded EdTech startup building an AI-powered learning platform used by more than 1.5 million students worldwide is looking for a Head of Paid Ads / Performance Marketing Lead (TikTok Ads) based in Switzerland. The role takes ownership of paid acquisition strategy and execution for a global consumer subscription product, leads TikTok Ads performance and optimizes campaigns across several channels and international markets. It is fully remote, with candidates currently based in Europe and available to start within two months; Lisbon is preferred.

Key responsibilities

• Own and scale paid user acquisition for a consumer subscription app across international markets, including the UK, Ireland, Brazil, South Africa and Australia.
• Manage and optimize TikTok Ads campaigns as a core acquisition channel, overseeing structures, budgets, targeting, testing and performance.
• Coordinate paid acquisition across TikTok Ads, Meta Ads, Google Ads and Universal App Campaigns (UAC), and Apple Search Ads.
• Manage significant advertising budgets and make investment decisions based on CAC, ROAS and LTV.
• Work with designers and creative teams to develop concepts, brief user-generated content (UGC) and run structured creative testing.
• Build performance reports using spreadsheets, SQL and dashboards, and use Mixpanel, Customer.io and PostHog to understand user behavior.
• Adapt campaigns and creative assets to local markets and currencies, and collaborate with creative, product and other teams.

Required profile

• At least 4 years of hands-on performance marketing experience, mainly paid user acquisition for consumer or mobile apps.
• Proven experience managing paid budgets exceeding $100,000 per month, and at least $50,000 per month in TikTok Ads.
• Demonstrated experience marketing a consumer subscription app outside e-commerce, gaming and fintech.
• Experience developing and testing UGC-style ads, and strong understanding of CAC, ROAS and LTV.
• Ability to build reports and analyze performance independently with spreadsheets, SQL and/or dashboards.
• C1-level English or equivalent professional fluency; currently based in Europe, available to start within two months.

Required skills

• TikTok Ads, Meta Ads, Google Ads/UAC and/or Apple Search Ads (advantageous)
• Mixpanel, Customer.io, PostHog
• SQL and dashboard tools

What we offer

• Annual compensation of EUR 50,000 to 100,000 depending on experience.
• Stock options as part of the opportunity.
• Fully remote work from within Europe, with no mandatory office attendance.