Job Description
About us
At Praktika.ai, we're on a mission to deliver efficient and engaging learning experiences for billions of students worldwide by bridging the gap between learning apps and human tutors. We've done this by building a fully automated language tutoring experience powered by generative AI avatars.
After raising $30 million in Series A funding, we're growing and looking for a Creative Strategist to join us. We're a small, global team pushing the boundaries of what's possible in language learning. We like independent self-starters who work well in a team and on their own, and who enjoy the pace of an early-stage startup.
About the role
You'll join our creative team, reporting directly to our Creative Manager. This is a strategist and producer role. You'll own our paid creative from first idea to live test: what we make, how good it is, and making sure every piece gets shipped and tested. You'll run all production across UGC, AI video and statics, and work closely with UA and media buyers to learn from the results.
This is a performance role first, not a design role. You'll be judged on what the creative does in-market, not on how it looks. You don't need to be a media buyer, but you do need to understand UA well enough to make creative decisions from the numbers.
What you'll do
Ideas and strategy
Own the creative ideas behind our paid campaigns across web, web-to-app and app (iOS and Android) on Meta, TikTok, Google, Apple Search Ads, AppLovin and Snapchat
Turn performance data, competitor ads and audience research into the next round of concepts
Test hooks, angles and formats, each with a clear hypothesis, and feed the results back into briefs
Production and quality
Own all creative production: UGC, AI video and statics
Write briefs for designers and UGC creators that spell out the angle, audience, references, models, tools and specs, so nobody has to come back with questions
Specify the right AI model for each shot. Different models win at different things, and you'll know which one to call for.
Hold the quality bar and keep the brand consistent across everything that ships
Full cycle, brief to test
Take every creative from brief through production to a live test
Work with UA and media buyers on test structure and on what to scale or kill
Read the results across the full funnel (hook rate, hold rate, CTR, CPM, CVR, CPA, ROAS) and know which metric is misleading you on a given creative
Making it faster
Build automated processes, prompt libraries, templates and batch pipelines that increase output and cut repetitive work
Keep up with new models and bring the good ones into the workflow
Document the processes so the team can run them
What we're looking for
2+ years in creative strategy for paid acquisition, ideally as a creative manager, creative lead or creative strategist working alongside a performance or UA team
Strong creative judgement: you come up with the ideas and hold a high quality bar
You've owned creative production end to end, including directing designers, editors and UGC creators
You've owned creative against a CPA or ROAS target and can walk us through specific numbers
Solid UA knowledge: account structure, testing frameworks, learning phase, creative fatigue, how the algorithm allocates spend, and why a creative with great upper-funnel metrics can still be the worst in the account
You understand how channels differ: web vs web-to-app vs app install, iOS vs Android, and Meta, TikTok, Google, Apple Search Ads, AppLovin and Snapchat. You know why the same creative can win on one and lose on another, and how ATT and iOS attribution change what you can read from the numbers.
Comfortable in Meta Ads Manager and TikTok Ads Manager
AI-native. You know the current video, image and voice models and what each is good at:
Video: Veo, Kling, Seedance, Sora, Runway, Wan and Hailuo
Image: Nano Banana, Midjourney and Flux
Voice: ElevenLabs
You can explain why you'd pick one over another for lip-sync, character consistency, product close-ups, motion or cost per second.
Hands-on with agentic AI tools like Claude, Codex, Cursor or Antigravity. You use them to build automations and small scripts, not just to chat.
A portfolio of ad work you briefed or directed at volume, with results attached. When you apply, include at least two ads with the platform, spend, hook rate, CTR and CPA for each. We won't review applications without numbers.
It would be great if you have
Scripting or automation experience (APIs, batch pipelines, no-code tools)
Experience at a subscription app or in edtech
A film or production background
Why join Praktika
We expect dedication and hard work, and we reward it. Our compensation reflects the effort and results you bring.
Top-tier salary
Equity that grows with your impact through stock options
26 days' holiday plus bank holidays (34 days a year)
Yearly offsites (recent ones were in Istanbul and Morocco)
Health and wellness benefits through SafetyWing
A full AI toolkit, including Claude, Cursor and Codex
An annual learning budget of up to $1,000
Interview process
Application review (with the numbers above)
Intro call with our Talent team
Portfolio deep dive with our Creative Manager
Practical task
Final interview with our CEO
We'll give you feedback throughout the process.