Senior Strategic Finance Manager, B2C Marketing

About this role

WE POWER PEOPLE’S PROGRESS.

At Preply, we’re all about creating life-changing learning experiences. We help people discover the magic of the perfect tutor, craft a personalised learning journey, and stay motivated to keep growing. Our approach is human-led, tech-enabled - and it’s creating real impact.

We’ve just reached unicorn status with a $150M Series D, accelerating our vision to transform education through human-led, AI-enhanced learning. Today, 100,000+ tutors teach 90+ languages to learners in 180 countries - and we’re only getting started. As a category-defining company, we’re shaping what the future of learning looks like at global scale.

Every Preply lesson sparks change, fuels ambition, and drives progress that matters. Joining Preply means helping define the future of education at global scale, and building something that truly matters for millions of people, every day.

MEET THE TEAM

The FP&A team owns the financial truth of the business: the monthly update to the CFO and leadership, the long-range plan, and the ad hoc analyses that drive real decisions. We care about accuracy, problem-solving from first principles, clarity, and trust in numbers.

B2C Topline & Growth Marketing is one of the most analytically demanding domains in the business, sitting at the intersection of revenue, paid and organic acquisition, unit economics, and geographic expansion. This role leads that domain and owns the financial narrative upward to VP of Growth, COO and CFO.

ABOUT THE ROLE

This is a senior ownership role. You will lead the complex, cross-functional FP&A workstream for B2C marketing economics: setting the framework, owning the model, managing the business partnership with Growth Marketing, and driving the narrative to the most senior stakeholders in the company.

Your job is to interpret outputs, understand drivers, risks and opportunities, and own the story upward. You bring the judgment to make decisions under short timelines and with limited information, weigh trade-offs, and land a clear recommendation.

A core part of this role is building the frameworks that empower the Growth team to move fast with the right guardrails for channel-level investment, geo expansion, and the relationship between paid spend and organic performance. You don’t just report on decisions; you shape how they get made. You are not a blocker, but an enabler.

WHAT YOU’LL BE DOING

Domain leadership

- End-to-end ownership: lead the B2C marketing economics domain across modelling, forecasting, business partnership, and executive reporting.

- Strategic framing: define the right questions before answering them. Frame the investment problem, not just the financial output.

- Cross-functional leadership: act as the senior Finance voice in Growth Marketing planning forums, challenging assumptions and landing decisions with credibility.

Financial modeling & forecasting

- Model ownership: own the B2C marketing financial model across paid acquisition (SEM, paid social), organic and brand, with full accountability for forecast accuracy

- Revenue linkage: maintain and evolve the model connecting marketing inputs to subscriber acquisition, retention, and LTV

- Re-forecasting: lead monthly and quarterly forecasts; own the variance narrative with clear driver decomposition

- Scenario & sensitivity: build the models that stress-test ROI assumptions under different investment, competitive, and macro conditions

Paid & organic dynamics

- Interaction modeling: build and own the framework that quantifies the relationship between paid spend levels and organic search performance, understanding halo effects, cannibalization, and the true blended cost of acquisition.

- Incrementally: work with BI and Growth to define and track incrementality, ensuring our financial model accounts for inter-channel relationships correctly

- Efficiency curve: identify the point at which marginal paid investment stops generating efficient organic lift, and use this to inform budget allocation decisions.

Geo expansion & go-to-market

- Market entry analysis: lead the financial analysis behind geo expansion decisions — sizing the opportunity, modeling the investment required, and setting the return thresholds that make a market worth entering.

- Go-to-market support: partner with Marketing on go-to-market planning for new geographies: channel mix assumptions, ramp curves, payback timelines, and break-even horizons.

- Market performance tracking: build the reporting framework that tracks new market performance against investment thesis, with clear triggers for scaling up or pulling back.

Investment framework & guardrails

- Framework design: build and own the investment framework the Growth team uses to evaluate channel and campaign decisions — clear decision rules, ROI thresholds, and payback criteria that enable speed without sacrificing discipline.

- Guardrails: define the financial guardrails within which Growth can act autonomously: spend limits, efficiency floors, and escalation triggers for decisions that need Finance sign-off.

- Spend governance: act as the Finance partner on material marketing spend decisions; identify major swings against budget and adjust forecasts in real time.

- Continuous improvement: Constantly iterate on model accuracy, partnering closely with the Growth team to stay current on latest learnings from incremental and media mix modeling and attribution models

Business partnership & executive reporting

- CMO & CFO partner: prepare and own materials for CMO and CFO-level reviews, translating model outputs into clear, action-oriented narratives.

- Investment cases: build and pressure-test the financial cases behind major marketing bets: channel shifts, brand investments, incremental spend decisions.

- BI alignment: partner with BI on KPI frameworks, ensuring financial and operational metrics are consistent, reconciled, and trusted.

- Long-range plan: lead the B2C…