Head of Marketing Expansion

About the role

You will define and own the end-to-end marketing vision for Preply's Expansion mission, setting the strategic direction for how we position, launch, and scale into new verticals and audiences at scale. You will operate as a senior leader and thought partner to the VP of Performance Marketing and Growth, shaping go-to-market strategy for new categories and emerging learner personas beyond language learning. You will drive brand positioning as a strategic enabler, ensuring our presence beyond core language is grounded in insight and validated for scale. You will set the performance framework for Expansion marketing, defining KPIs across the funnel and holding the team accountable to measurable outcomes. You will lead cross-functional alignment at a senior level, integrating expansion marketing into broader business planning from validation through launch. You will own the playbook for scalable expansion, building repeatable go-to-market frameworks that balance speed of experimentation with the rigor needed to scale confidently. This is a high-impact, high-visibility role with significant scope to shape Preply's next chapter of growth.

Key facts

What you'll do

Define and own the marketing vision for Preply's Expansion mission, setting the strategic direction for how we market new verticals and new audience segments at scale to ensure marketing is a key driver of mission success from day one.

Shape go-to-market strategy for new categories and audiences, leading the development of positioning, messaging, and channel strategies for Non-Language Subjects and emerging learner personas by translating business ambition into executable marketing plans.

Drive brand positioning as a strategic enabler, partnering closely with Brand and Product Marketing to evolve how Preply is perceived beyond language learning and ensuring positioning decisions are grounded in customer insight and validated before full-scale deployment.

Set the performance framework for Expansion marketing, defining KPIs across the funnel including awareness, acquisition, activation, and retention for new segments and categories, and owning the reporting cadence while holding the team accountable to results.

Lead cross-functional alignment at a senior level, acting as the primary marketing voice in cross-functional forums to ensure expansion marketing is integrated into broader business planning from validation through launch.

Own the playbook for scalable expansion, developing repeatable go-to-market frameworks that can be adapted across subjects, geographies, and personas while balancing speed of experimentation with the rigor needed to scale confidently.

Champion data-driven decision-making for new growth initiatives, using opportunity sizing, performance frameworks, and experimentation to build the business case for marketing investment and measure impact with precision.

Collaborate with Product and Partnerships to define launch criteria and feedback loops for new subjects, ensuring go-to-market actions are informed by real-time market feedback and validated learning.

Elevate Preply's brand authority in new categories through strategic storytelling, content, and thought leadership that resonates with new learner segments and supports long-term value creation.

Mentor and influence senior marketing stakeholders, communicating strategy, framing tradeoffs, and aligning cross-functional leaders across functions and geographies on a shared direction for expansion efforts.

Build and develop high-performing marketing teams in dynamic, ambiguous environments, demonstrating success in hiring, coaching, and retaining senior talent capable of executing in fast-scaling contexts.

Translate strategic vision into execution plans across channels, ensuring alignment with business objectives, resource constraints, and market realities while maintaining a clear line of sight to outcomes.

Leverage qualitative and quantitative insights to refine positioning, creative direction, and channel mix, iterating based on performance data and market signals to optimize for long-term value.

Act as a strategic advisor to the core Growth team, identifying white space opportunities, testing hypotheses, and prioritizing initiatives that deliver the strongest return on marketing investment.

Drive accountability for end-to-end ownership of expansion marketing programs, ensuring clarity on roles, timelines, and results while fostering a culture of ownership and continuous improvement.

Requirements

You must have senior marketing leadership experience with significant time in senior roles, demonstrating a proven track record of building and scaling marketing functions in high-growth, international environments.

You must possess strategic depth with executional credibility, operating comfortably at the level of vision and strategy while maintaining hands-on judgment on channel mix, creative direction, and performance optimization.

You must have deep experience in expansion and go-to-market, including launching into new markets, categories, or audience segments, and defining positioning, building playbooks, and iterating based on market feedback.

You must be highly analytical, comfortable with data, opportunity sizing, and performance frameworks, and able to build the business case for marketing investment and measure impact with precision.

You must demonstrate executive communication and stakeholder influence, with exceptional ability to communicate strategy, frame tradeoffs, and align senior stakeholders across functions and geographies on a shared direction.

You must have strong brand and positioning acumen, with a clear understanding of how brand positioning drives business outcomes and experience navigating repositioning or brand extension in competitive markets.

You must show a proven ability in people leadership and team building, with success in hiring, developing, and retaining senior marketing talent in fast-paced, ambiguous settings.

You must be comfortable operating with structured thinking in ambiguous contexts, bringing clarity, prioritization, and decision-making frameworks to mission-building environments where the path is not yet fully defined.

Practical notes

Output the page only.

Target 700-900 words.