Growth Marketer – NovaPals (AI Language Learning App)

About Novakid & NovaPals

NovaPals is a brand-new AI-native language learning app launched by Novakid, one of the leading global online English learning platforms for children.

For nearly a decade, Novakid has helped hundreds of thousands of students learn English through live, gamified lessons with professional teachers. We are a profitable, international EdTech scale-up with strong expertise in growth, gamification, and learning science.

NovaPals is our next bold step.

It is built as an independent, startup-style venture within Novakid, a lean, entrepreneurial team moving fast, experimenting boldly, and building from zero.

While backed by Novakid’s technology, expertise, and infrastructure, NovaPals operates with the agility and ownership of an early-stage startup.

If Novakid is the established global school,
NovaPals is the AI-native challenger.

About NovaPals

NovaPals is a 100% AI-powered English learning app designed for teenagers (13–16) who want autonomy, real conversations, and confidence, without the pressure of classrooms or live teachers.

It’s a “pocket-sized language partner” available 24/7, built to replace empty screen time with productive conversation practice.

Our ambition:

• Validate product-market fit in Poland & Colombia

• Expand to additional markets

• Scale to 300,000 MAU by end of 2026

We are building the growth engine from scratch, and we’re looking for someone who wants to own that journey.

The Role

We are looking for a Growth Marketer to lead NovaPals’ go-to-market and user acquisition strategy from the ground up.

This is not a maintenance role.
This is a 0→1 and 1→100 role.

You will be responsible for designing, testing, and scaling acquisition loops that drive installs, activation, and retention, while shaping how NovaPals is positioned in the market.

You’ll work closely with product, creative, performance, and data teams, but you will own growth strategy end-to-end.

What You’ll Do

1. Define & Execute the Go-To-Market Strategy

• Shape NovaPals’ positioning and messaging for teens and parents

• Translate product USPs (judgment-free AI, autonomy, productive screen time) into compelling narratives

• Develop launch strategies per market (PL, CO, CL, TR, RO)

• Identify fastest path to PMF and scalable growth
  

2. Build the User Acquisition Engine

• Design and test paid acquisition strategies (Meta, TikTok, Google, App campaigns)

• Develop ASO strategy for iOS & Android

• Run rapid creative testing cycles

• Optimize CPI, CAC, and activation rates
  Work closely with performance team but own NovaPals growth roadmap
  

3. Drive Activation & Retention

• Collaborate with product to improve onboarding, first-session completion, and early habit formation

• Analyze behavioral data and identify drop-off points

• Propose and test retention loops and gamification hooks

• Define and track key metrics: installs, activation rate, session frequency, retention, MAU
  

4. Lead Experimentation & Data-Driven Growth

• Build structured growth experimentation roadmap

• Design A/B tests across messaging, creatives, onboarding flows

• Own dashboards and reporting for NovaPals growth KPIs

• Turn insights into actionable product and marketing improvements
  

5. Shape the Brand Narrative

• Test angles like:

  • “Productive screen time”

  • “Your AI English buddy”
    “Practice without judgment”

• Help define NovaPals tone of voice and identity for Gen Z

• Explore organic loops (UGC, social content, community, referrals)