Language learning app Babbel has hired Steven Meyers, WeWork’s former director of acquisition marketing, to drive “a new phase of growth” in the US.
Reporting to Babbel’s US chief executive, Julie Hansen, Meyers will lead marketing in the region with a particular focus on growth and customer acquisition.
He will lead a team of around a dozen staff and plans to grow the in-house marketing capability over time.
Meyers joins from Candid, a direct-to-consumer dental business, where he was vice-president of marketing. He was a founding member of WeWork's acquisition marketing team, tasked with selling desk space at the now beleaguered real estate business from 2015 until 2016.
Since Hansen joined from Business Insider in 2017, Babbel’s brand recognition has increased fourfold in the US, according to a press release.
The German brand has thus far competed with Duolingo, the dominant force in the language learning space, with digital content on YouTube, Instagram and TikTok.
It also hosts a podcast, Multilinguish, which is produced in-house.
Hansen said: “The appointment of Steven comes as we are entering a new phase of growth at Babbel US and we are excited to benefit from his tremendous experience in driving growth.”
Meyers added: “The passion for language learning is so strong at Babbel and I was immediately inspired by their commitment to teaching language in a way that can be used in real life conversations. I'm looking forward to being part of helping millions of people connect with others through learning languages.”