About this role
About Lingoda Founded 12 years ago, Lingoda addresses a pressing global challenge: meeting the demands of growing economies and aging populations through the mobility of global talent. Driven by its mission "to empower global talent with the language, cultural, and technical skills for integration and success", Lingoda has established itself as a leader in education. What We Do Lingoda’s highly effective Small Group Learning Model is delivered via over 800,000 classes a year, powered by 2,400 qualified teachers and a unique proprietary curriculum designed to help learners achieve their goals, whether that be career progression or integration into a new country.
Who We Serve A rapidly growing and ambitious company, Lingoda operates in both B2B and B2C: while the B2B business has a strong focus on the healthcare sector in Germany and a credible ambition to expand into other professions and geographies, Lingoda’s B2C business has a global presence, teaching German, English, Spanish, French, and Italian to students worldwide. Learning a language with Lingoda is a rewarding experience, made possible by us Lingodies who support our students every step of the way. We’re committed to living the learning journey alongside them to create a world of connection and opportunity.
Why Join Us?
Joining Lingoda means becoming part of a team that's committed to getting better, together. We foster and inclusive culture of bravery , curiosity and growth, where insight turns into actions , and every team member contributes to igniting positive change Be part of our journey to transform lives through Education!
- We are bringing our paid acquisition in-house and looking for an analytical, execution-driven Senior Paid Marketing Manager (all genders) to take direct ownership of our multi-brand paid media portfolio.
- Ideally you are based in Berlin, however we are open to working in other parts of Germany
Your mission with us
- You will take over our paid acquisition from an external agency and build a unified, in-house growth engine.
- Your immediate focus will be our core B2C verticals : scaling our approbation support for international doctors with Match Doctors (approbation guidance and preparation courses) and driving sign-ups for Curani (100% health-insurance-funded home care courses for family caregivers under § 45 SGB XI).
- As these funnels mature, you will expand into our B2B brands : driving clinic partnerships for Match Pflege , institutional medical German training for Lingoda Healthcare , and corporate language programs for Lingoda for Business . Because our conversions involve high consideration and distinct qualification cycles (approbation pathways, statutory care insurance coverage, and B2B clinic procurement), you won’t just optimize for form-fills.
- You will connect the dots between ad spend and closed outcomes, partnering directly with our sales teams.
- You will have strong backing and project ownership with following resources: in-house creative and video talent to produce assets on demand, plus support with tracking infrastructure.
- In-House Campaign Ownership: Transition active Google and Meta accounts away from our agency; audit, restructure, and scale spend from €70k/month upwards across brands.
- Proactive Growth & Initiative: Take full ownership of testing bold new tactics, bidding strategies, and untapped angles with a clear mandate to drive lead volume up while driving CPL down.
- Google Ads Engine (Search, PMax, YouTube): Run high-intent search campaigns capturing niche medical terms, foreign medical qualification recognition (Approbation, FSP/KP), insurance-funded caregiving education, and corporate language solutions.
- Paid Social & Channel Expansion: Scale Meta lead generation and spearhead testing across emerging channels, prioritizing YouTube , TikTok , and conversational/AI search discovery.
- Lead Quality & Downstream Funnel Feedback: Partner closely with sales teams to analyze downstream lead quality.
- Optimize bidding algorithms around qualified leads and customers rather than top-of-funnel clicks.
- Structured Experimentation Rhythm: Establish and run a weekly testing sprint—hypothesizing, deploying, and analyzing 2–3 new hooks, audiences, form variations, or value propositions every week with clear, documented learnings.
- AI-Assisted Workflows: Leverage generative AI tools (ChatGPT, Claude, Midjourney) to accelerate German ad copy ideation, translate technical/medical nuances, and rapidly brainstorm hook variations before briefing the creative team.
- Visual Reporting & Strategic Storytelling: Build and maintain clean, visual dashboards (Looker Studio) tracking blended CAC, brand-level CPL, and downstream conversion rates.
- Present clear, actionable optimization roadmaps directly to leadership.
- Landing Page & CRO Optimization: Partner closely with our Product Marketing Manager to optimize landing pages and post-click user journeys; formulate conversion rate optimization (CRO) hypotheses, test form friction (multi-step vs. single-page questionnaires), reinforce trust signals, and align messaging around insurance-funded benefits.
- Creative Direction: Feed real-time performance data back to our in-house video and design team with precise, actionable creative briefs for hooks, angles, and visual formats.
Tracking Collaboration: Define technical tracking requirements (GA4, Google Tag Manager, Meta CAPI, offline conversion uploads) and partner with our developers to implement and maintain them.