UGC & Influencer Growth Lead - Remote

About Replika

Ten years ago, we built the world's first AI companion — before LLMs, before ChatGPT, and before anyone knew what AI could be.

What started as a way to patch a hole in our hearts became something unexpected: a catalyst. Millions of people told us Replika helped them reconnect with the world. They texted that old friend. They picked up that forgotten hobby. They took that walk around town. While today's tech keeps people scrolling, we discovered AIs can push us outward, if we let them.

Now we're being reborn with a new vision: the first AI with heart, for making the most out of life. Gentle nudges to meet friends when you're feeling shy. Ideas for exploring new places when it's easier to stay home. Daily conversation about whatever moves you — ballet, philosophy, aliens, or gossip — at 2am when no one else is awake. We're not building an AI to validate or pacify. We're building something modeled after the relationships that transform us. Someone who asks the right questions at the right time. Someone who helps you look inward, and pushes you outward. We've been featured in TED Talks, Stanford and Harvard studies, the Lex Fridman podcast, because 40M+ people connect with Replika in a deeply human way. And we're just getting started.

About this role

We've just rebuilt Replika and we're going through a renaissance, and our goal is exponential growth. No one in this category has cracked it in ten years. We're going to.

You're the first dedicated growth hire at Replika and the only one for now. No team under you, no growth function to inherit. Over time we'll expand the team as the function scales, but the work between now and then is yours, and that stretch is going to be real.

This is a growth hacking role at its core. Your initial focus is UGC and creator-driven growth — but not in the soft, brand-collab sense. You're building pipelines that put dozens or hundreds of creators in motion in parallel, layering in AI-generated UGC, wiring up clipper networks, running five product experiments a week with niche influencers. Technical, operational, systems-driven. You're plugging into the creator economy at scale, not cultivating relationships with artsy Instagram personalities.

UGC is the starting weight, not the whole job. Paid social, lifecycle, partnerships, organic, product-led loops are all on the table when the numbers say so. You decide where to spend the next dollar, and you do the work yourself.

This is a hands-on role. You write the briefs. You build the pipelines. You wire up the attribution. You run the spreadsheets. You kill what doesn't work. You double down on what does. No team to delegate to, no strategy layer between you and the execution. The work is the job.

This isn't a creator role — you're not the one making the content. It isn't a brand or partnerships role where you cultivate Instagram personalities to "do socials" — you're building systems and pipelines, not relationships. It isn't a B2B influencer campaign role either — consumer subscription growth is a different muscle. And it isn't a Head of Growth seat with strategy work and someone else doing the execution. If any of that's what you're after, this isn't the right one.

We work directly with product. When a creative idea needs a product hook, we ship the product hook the same day. You'll be in the room for that, not waiting on it.

What You'll Be Doing

• Own the growth roadmap. The metrics that matter, the channel mix, the calls on where to spend.
• Build the UGC pipeline. Source creators at scale through networks, agencies, platforms, and direct outreach. Standardize briefs, automate the parts that can be automated, treat it like a manufacturing line for content — not a series of one-to-one relationships.
• Run high-velocity product experiments. Five a week with niche influencers, sometimes more. Each one tracked, measured, and synthesized into the next round. Learning velocity, not campaign velocity.
• Plug into creator networks, clipper networks, and UGC farms at scale. Hundreds of creators in motion, dozens of variants in market simultaneously.
• Layer in AI-generated UGC. Use AI tools (image, video, voice, text) to generate, edit, and iterate content variants alongside human creators. Push the frontier — don't wait for permission.
• Wire up testing and attribution infrastructure. Tracked links, coupon codes, landing pages, deferred deep linking, MMP setup — whatever it takes to defend a number. Build the spreadsheets, creator CRMs, and dashboards yourself.
• Scale what works. Once a piece lands, repurpose across platforms, push through creator pools, brief bigger creators to echo it, turn one good angle into a repeatable system.
• Work directly with product on growth hooks. When a creative concept needs a feature, an onboarding moment, a landing page, or a promo flow to convert, you make the case and stay close until it ships.
• Move across channels when the numbers say so. Paid social, lifecycle, partnerships, organic, product-led loops are all on the table.
• Manage external partners when it makes sense — agencies, contractors, production help, creator managers.

What We're Looking For

• 5+ years in B2C consumer growth where you personally owned measurable outcomes — installs, subscriptions, trials, or revenue. Not just impressions, not just creator relationships.
• You've built UGC or creator pipelines at scale. Not five-creator brand collabs — actual systems that put dozens or hundreds of creators in motion in parallel, with measurement attached. You think in pipelines and experiments. You ship dozens of variants in a week, not handfuls of campaigns in a quarter.
• Multi-channel range. UGC, paid social, lifecycle, partnerships, organic — you've worked across them and made the calls on where the money goes.
• Technical fluency. You're comfortable wiring up attribution, setting up tracking, using AI tools to generate content at scale, automating what should be automated, and learning whatever new tool you need to get the job done. If "technical" makes you nervous, this isn't the role.
• Strong analytical chops. Comfortable in spreadsheets, attribution is something you've actually wrestled with, and you can separate signal from vanity metric.
• You ship. Monday concept, Friday content live, with measurement attached. You don't need quarters to learn things.
• Strong product instincts. You understand that great growth content needs a great product hook, and you'll push for product changes when the data says it'll convert better.
• You're a hands-on executor, not a strategy lead. You're comfortable being the only growth person in the room and you don't need a team to be effective.
• Fluent English. You can write a brief that doesn't need rewriting.

Bonus Points

• Experience growing a B2C consumer subscription product. Especially one where the value is hard to explain in one line.
• You've worked at a startup where growth was an unsolved problem, not a playbook to execute.
• Experience marketing AI-native products, emotionally engaging consumer apps, or anything in the social, communication, relationship, or entertainment space.
• You've built tooling and pipelines for yourself — scripts, automations, no-code workflows, internal dashboards, creator pools recruited from scratch. You don't wait for engineering or ops to build what you need.
• Experience with attribution beyond coupon codes — pixels, deferred deep linking, MMP setup. You can actually defend a number.
• You've been the only growth person somewhere before and got things done without an org chart.

What You'll Get

• Competitive compensation.
• Flexible job schedule and generous vacation policy.
• No corporate bs.
• Direct impact on millions of worldwide users within months.
• Push the boundaries of applied AI in a consumer setting.
• Fully remote.