Job Summary

We are looking for a Marketing Lead to drive the go-to-market strategy for VIPKid’s AI-powered English learning product, which operates independently from our traditional 1-on-1 classroom model. This role will play a critical 0-to-1 role in shaping the product’s positioning, naming, and parent-facing messaging, while working closely with Product, Curriculum, and Engineering teams to ensure the AI learning experience is engaging, effective, and aligned with children’s learning journeys. The ideal candidate has strong experience in EdTech or AI learning products, a deep understanding of parent decision-making and child learning behavior, and a proven ability to translate product value into clear, compelling market communication.

Key Responsibilities

1. Lead the overall marketing strategy and execution for VIPKid’s AI English learning module, operating independently from the 1-on-1 live class system.
2. Drive the 0-to-1 product marketing foundation, including product positioning, naming, and parent-facing messaging and communication frameworks.
3. Plan and execute the product launch strategy, including:

• Internal testing, beta release, and public launch
• Parent education materials such as landing pages, FAQs, and communication copy

1. Collaborate closely with Product, Curriculum, and Engineering teams to ensure AI features are well aligned with children’s learning paths and pedagogical goals.
2. Design and continuously optimize key product metrics, including activation, engagement, retention, and repurchase conversion.
3. Analyze user behavior and performance data to refine product value propositions and optimize marketing and conversion funnels.
4. Stay informed on global trends in AI-driven education, children’s learning products, and language learning, and translate insights into actionable internal strategy recommendations.

Requirements

1. Bachelor’s degree or above in Marketing, Education, Product, or a related field.
2. 3+ years of experience in marketing for EdTech, AI learning products, or digital education platforms.
3. Prior experience with AI-based learning products, language learning products, or children’s education products is highly preferred.
4. Proven experience launching and scaling 0-to-1 products, including market incubation and early-stage go-to-market execution.
5. Strong understanding of child learning psychology and parent decision-making behavior.
6. Excellent cross-functional communication skills, with the ability to drive projects across multiple teams.
7. Strong analytical skills, with the ability to use data insights to guide marketing strategy and product optimization.
8. Experience with international education brands or global products is a strong plus.