Outschool

San Francisco
201-500 employees
The largest marketplace of live online classes for kids. We connect learners, parents and teachers to create interest-based, small-group learning experiences.

Head of Performance Marketing

Head of Performance Marketing

The Company

Outschool's mission is to inspire kids to love learning. We believe the best way to do that is by linking learning to kids’ interests, connecting them with others who share those interests, and giving them the autonomy to pick their own path. We provide small group classes that meet over live video chat where learners are connected with teachers and classmates who share their interests. These classes are offered through our marketplace and conducted on our remote learning platform.

Our business is growing explosively and as of August, 500,000 learners have taken more than over 2M class hours. We've more than tripled our team since the beginning of 2020 from 25 to 80 to keep up with growth. We’ve raised $57M since founding with most of that still in the bank. Our sales have grown 2000% in the past year to reach a run-rate of more than $100M.

We're an experienced team with past accomplishments at Airbnb, Square, Apple, Uber, Udemy, Amazon, Wikipedia, Google, and many startups. We came together because we wanted to make a difference in education and saw the opportunity to empower learners, teachers, and parents.

Now, in the face of mass school closures, our product and expertise have become central to many more families, teachers and organizations than ever before. We're committed to access and impact so we founded outschool.org to offer financial assistance to families in need.

The Role

Our Head of Performance Marketing will be a core member of the Marketing team and broader Outschool organization. We are looking for someone with at least Director level experience in this domain, and they will report directly into the Head of Marketing who sits on our Executive Team. This person will be responsible for driving a significant portion of the company’s growth, with a focus on the demand side of the marketplace. The focus of this role is to scale current channels, establish new channels, and focus on top-of-funnel growth. As Head of Performance Marketing, you will combine deep customer insights, marketing fundamentals, and technical digital marketing skills to lead acquisition marketing campaigns.

You will be the organization’s expert in optimizing paid marketing and all of the associated levers, including campaign structure, bidding strategy, conversion events, and quality scores.  As the Head of Performance Marketing, you will stay ahead of changes in the ecosystem (e.g. iOS changes) and partner closely with the broader Marketing, Product, creative, and Analytics teams to optimize our go to market strategies across several channels, with a deep emphasis on paid social and search.  

You are a natural authority figure with deep analytical capabilities and strong decision-making skills. In this role you will make choices and deploy experiments with a myriad of variables including product, go-to-market, creative, and customer intent.  As the company scales, you will partner with Analytics to build out infrastructure to enable the speed and efficacy of finding solutions.

You’ll be joining a growing Marketing team at a fast-growing, mission-driven startup where your work will have the potential for a major impact on the lives of teachers and families across the world.

CORE RESPONSIBILITIES:

    • Own budget and performance (e.g., ROAS) across paid social, search, affiliate, sponsored content, and email channels, with a focus on Facebook and Google AdWords
    • Guide a team of 3-5 and partner agencies, overseeing campaign management and in-depth analytics of lifetime value, customer acquisition cost and return on ad spend. 
    • Experiment and establish new acquisition channels and go-to-market strategies
    • Provide guidance and input to Creative team (e.g., designers, copywriters) deliverables including images, videos, and copy
    • Collaborate with Data Science and Engineering to build out marketing tech stack to support analytics, attribution, predicted LTV, and automation
    • Partner with Product Marketing on running integrated marketing campaigns on paid channels
    • Partner with Product on conversion rate optimization (CRO) experiments
    • Share digital marketing trends across the company and proactively identify opportunities to grow the business 
    • Support brand campaigns
    • Establish new channels
    • Act as a critical thought partner to senior team members on the evolving role of performance marketing
    • Mentor the talented individual contributors and leads on your team to grow their own analytical, communication, and leadership skills

DESIRED EXPERIENCE & SKILLS:

    • 5+ years experience in direct response marketing at an agency or in-house marketing team
    • 5+ years experience in paid social (e.g., Facebook) marketing
    • 2+ years experience in leading a team and managing partners (e.g., agencies)
    • Experience managing to multiple financial metrics, including managing and scaling at least a $10M annual paid media budget across multiple channels and campaigns
    • Experience experimenting with new marketing channels
    • Deep understanding of marketing metrics and the interplay between them
    • Desire to teach and mentor others
    • Passion for education and learning

OTHER CONSIDERATIONS:

    • Experience evaluating agency partners
    • Basic SQL skills or ability to export data from dashboards for querying
    • Experience in education or marketing to parents
    • Previous startup experience

OUTSCHOOL CARES:

    • Shared Financial Success: Competitive salaries, stock options, and a 401k that makes saving for retirement easier.
    • Health and Wellness: Comprehensive health, dental, vision, disability, and life insurance coverage options for employees and their families. Our medical benefits include fertility and family planning coverage. We also provide employees with online access to coaching and therapy sessions through our partner, ModernHealth.
    • PTO and Family Benefits: PTO and family leave enable our team to take the time that we need to recharge, relax, and spend time with family and friends.
    • Remote First: With over 50% of our team distributed across the US and Canada, we create a remote culture through expensable weekly meals, virtual events, expensable home office setup, and internet allowance.
    • Lifelong Learners: Annual budgets to self-direct our professional development as well as DEI learning. There’s also a budget for employees’ learners to take classes on Outschool!
    • Community Impact: Outschool matches employee donations to established 501c3s, and has committed to donating $3M to Outschool.org non-profit programs.
Outschool is an equal opportunity employer. We view diversity as a moral imperative and a competitive advantage. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. We plan and structure our interviews to directly assess skills and experience.

Outschool is committed to providing reasonable accommodations to disabled veterans and applicants with physical and mental disabilities. If you need assistance due to a disability, you may contact us at recruiting@outschool.com.

Must be a citizen or legal resident of the U.S. or Canada and reside in U.S. or Canada.
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