About Us:
Think Academy is the North American math education brand under TAL, serving K–12 families across the US. In this role, you will directly work on understanding Chinese-speaking parents in the US, growing content channels, driving user acquisition, and improving conversion. This is not a traditional content role — you will be expected to help build and optimize the full content → acquisition → conversion funnel.
We are building something relatively rare: a 0-to-1 user acquisition model for Xiaohongshu and other Chinese-language content channels in the US market. If you are interested in international expansion, cross-border business, overseas growth, or Growth Marketing, this is an opportunity to work directly on a US market growth initiative and help build a new acquisition model from the ground up.
We are not looking for someone who simply knows how to post on Xiaohongshu. We are looking for someone who knows how to turn content into user acquisition.
Key Responsibilities:
1. Drive User Acquisition through Xiaohongshu
Own the growth of Think Academy’s Xiaohongshu channel, with a focus on acquiring qualified users and generating leads. Continuously test different content directions and optimize channel performance.
2. Create High-Quality Content
Own the full content process, including topic selection, scripting, copywriting, visual content, and publishing. Create content that combines user value, platform appeal, and brand/product relevance, with the goal of attracting the right target parents — not simply maximizing traffic.
3. Connect Content with Paid Growth & Conversion
Understand Xiaohongshu advertising and basic marketing funnels. Focus on the full journey from content → inquiry → lead → conversion, using advertising and conversion data to continuously improve content and acquisition efficiency, while collaborating with the paid media and sales teams.
4. Analyze, Iterate, and Scale
Track content, traffic, and acquisition performance. Identify what works, why it works, and how to scale it, continuously improving the content strategy and building repeatable user acquisition methods.
Qualifications:
Must-Have
- 2+ years of Xiaohongshu operations experience, with experience independently managing an account and being accountable for content performance;
- Hands-on experience with Xiaohongshu paid advertising, with a solid understanding of paid media and user acquisition fundamentals;
- Experience in education, tutoring, or education technology;
- Strong content skills, with the ability to independently handle topic selection, scripting, copywriting, and content production;
- Strong sense of ownership, attention to detail, and ability to proactively drive projects and deliver results;
- CET-6 or above, with the ability to communicate in English in day-to-day work;
- Willingness to work onsite in Beijing;
- Willingness to travel to the US for 3–4 months during the initial stage of the role.
Nice to Have
- Strong research skills and the ability to quickly understand and synthesize complex topics;
- Strong user insight and understanding of parents’ needs and decision-making;
- Experience using AI tools to improve content production efficiency;
- Ability to take feedback, iterate quickly, and thrive in a fast-paced environment.
Compensation & Growth
- Base Pay: $6000/month
- Performance Bonus: Up to 10% of base compensation
- Bonus will be evaluated based on content performance, audience reach, qualified inquiries, and relevant business outcomes.
- High-performing candidates who consistently demonstrate ownership and deliver strong results will have the opportunity to transition into a full-time role.
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What You’ll Gain:
- US Market Experience: Work directly on content acquisition and growth targeting Chinese-speaking families in the US;
- End-to-End Growth Experience: Gain hands-on experience across content, paid acquisition, lead generation, and conversion;
- Global Growth Experience: Help build a 0-to-1 overseas Chinese-language acquisition model and develop experience in international and cross-border growth.
Think Academy is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, or protected veteran status and will not be discriminated against on the basis of disability.
