Duolingo has promoted Emmanuel Orssaud to chief marketing officer.
Orssaud joined Duolingo three years ago as head of international marketing.
He is based in London where he previously worked at Spotify and PlayStation. He also served as CMO at Urban Sports Club in Berlin.
Orssaud succeeds Cammie Dunaway, who held the post for four years and was Duolingo’s first CMO.
Duolingo (NASDAQ:DUOL), the East Liberty-based edtech learning platform, embraces a social-first marketing strategy. The young company creates content that delights and engages audiences, prompting them to share it on social media. Recent examples include capitalizing on pop culture phenomena such as Taylor Swift’s “The Eras Tour” and the “Barbie” movie. Duolingo doesn’t sell directly in its campaigns.
This strategy, Duolingo noted in its second quarter shareholder letter, “is relatively low cost and has generated outsized returns in terms of social media impressions, press coverage and, ultimately, new users to Duolingo.”
