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Arrowster is an AI-powered study abroad platform built by a team from Harvard and Oxford, backed by founding and board members from OpenAI, Duolingo, and Meta. In the past year we've grown 900% across all markets and crossed $1M+ in booked revenue. Our growth doesn't come from spray-and-pray spend — it comes from sharp creative, tight targeting, and relentless testing.
That's where you come in.
ABOUT THE ROLE
You'll own how Arrowster turns attention into qualified students. This is a hands-on, full-funnel growth role: you run the ads, you shape the creative, and you're accountable for the leads that come out the other end. You're equally comfortable in Ads Manager, in a creative brief, and in a spreadsheet of CPL and CAC.
This isn't a role where you hand creative to an agency and check a dashboard once a week. You live in the numbers and you have strong opinions about what makes a thumb stop scrolling.
WHAT YOU'LL OWN
You'll run paid acquisition end-to-end across Meta, TikTok, and Google — from campaign structure and budget pacing to bidding and daily optimization. You'll drive the creative that powers those campaigns: developing hooks, angles, and concepts, briefing and directing creators or designers, and building a testing pipeline that kills losers fast and scales winners. Above all, you own lead generation as a number: qualified leads, cost per lead, and the quality that gets passed to the counseling team. You'll build the reporting that ties spend to leads to enrolled students, and you'll partner closely with content and counseling to make sure what you promise in an ad matches what we deliver.
WHO YOU ARE
You've personally run paid campaigns at scale and can show the results — not managed an agency that ran ads, but you in the account, making the calls. You understand that in performance marketing, creative is the biggest lever, and you have a real point of view on ad creative: what hooks work, why, and how to test them. You think in funnels and unit economics — CPL, CAC, ROAS, conversion rate — and you can tell a winning campaign from a lucky one. You move fast, test constantly, and you're comfortable owning a number rather than an activity.
Other things that matter: 3+ years in performance, growth, or digital marketing with direct hands-on ownership of paid budgets; fluency with Meta and TikTok Ads (Google a strong plus); strong creative instincts and the ability to brief and direct creators; comfort with analytics and attribution; and solid English plus native Vietnamese.
YOU'LL STAND OUT IF
You've scaled paid acquisition for a consumer brand, education, or a high-velocity D2C/lead-gen business. You've produced or directed short-form video creative (TikTok, Reels) that actually performed. You've built a creative testing system, not just run one-off campaigns. And you can point to a specific campaign where your creative or optimization moved CPL or CAC in a way you can explain.
NOT A FIT IF
You see growth as boosting posts and watching a dashboard. You think creative is someone else's job. You're uncomfortable being measured on leads and cost, not impressions and reach. Or you need a big existing budget and an agency to do the work — here, you are the engine.
KPIS YOU'LL BE HELD TO
Qualified leads generated per month · Cost per qualified lead (CPL) · Lead-to-enrollment contribution · Creative testing velocity and win rate · Return on ad spend (ROAS).
WHY ARROWSTER
Real ownership of a budget and a number, with no agency layer between you and the work. A product people actually want, in a market growing 900% a year. A team from Harvard, Oxford, OpenAI, Duolingo, and Meta. And the rare chance to see your work all the way down the funnel — from an ad you wrote to a student who enrolled. Competitive compensation with a performance bonus tied to the growth you drive.
BENEFITS & WORK SETUP
Job ID: 150867329
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