Role overview:
The Ads & Content Manager leads the paid advertising and content strategy for Ecomobi's Direct Brand department, overseeing TikTok Shop performance marketing campaigns for major FMCG and beauty brands. This role is responsible for managing a team of 1216 members, coordinating with 4,000 -5,000 creators monthly, and driving brand partners from launch to scale - with a proven track record.
The ideal candidate combines deep platform expertise (TikTok Shop, TikTok Ads) with strong leadership, data-driven decision-making, and the ability to build scalable systems and SOPs.
Responsibility:
- Plan, execute, and optimize TikTok Shop paid advertising campaigns (Spark Ads, Product Shopping Ads, LIVE Shopping Ads) for key brand accounts including L'Oral, Unilever, and other top-tier FMCG and beauty brands, ensuring ROAS targets and GMV goals are consistently met.
- Develop and manage content strategies across TikTok Shop, including short-form video briefs, LIVE shopping scripts, and creator content guidelines; ensure all content aligns with brand standards and platform best practices to maximize organic reach and ad performance.
- Build and maintain performance dashboards and reporting systems to track campaign KPIs (CPA, ROAS, CVR, GMV), provide weekly and monthly insights to brand partners, and use data to continuously improve campaign efficiency and ad spend allocation.
Team Management:
- Lead and mentor a team of 1216 members, including Ads Specialists, Content Creators, and Operation; set clear KPIs, conduct regular performance reviews, and create individual development plans to build team capabilities.
- Manage 34 direct team leaders (Ads Leader, Operations Leader, Content Lead), establishing delegation frameworks and accountability structures that enable the team to operate at 90%+ autonomy on day-to-day campaign execution.
- Design and implement SOPs, playbooks, and training materials for TikTok Shop advertising and content workflows, ensuring consistent quality and efficiency as the team scales.
- Oversee resource allocation and workload distribution across brand accounts, balancing team capacity with campaign demands during peak seasons and mega sales events (e.g., TikTok Super Brand Day, 9.9, 11.11, 12.12).
Cross-Team Collaboration:
- Partner closely with the Creator/KOL Management team to align creator selection, briefing, and content production with paid advertising strategies, ensuring seamless integration between organic and paid performance.
- Collaborate with Account Managers to translate client objectives into actionable campaign plans, participate in client pitches, and serve as the subject matter expert on TikTok Shop advertising capabilities and market trends.
- Work with Product, Data, and Technology teams to improve internal tools, automate reporting workflows, and contribute insights from campaign data to inform Ecomobi's broader platform strategy and competitive positioning (e.g., Douyin ecosystem intelligence).
Competencies:
- 35 years of hands-on experience in performance marketing, digital advertising, or e-commerce (TikTok Shop, Shopee, or Lazada experience strongly preferred); proven ability to manage ad budgets of $50K$500K+/month and deliver measurable ROI for FMCG or beauty brands.
- Strong analytical skills with proficiency in TikTok Ads Manager, Google Sheets/Excel, and data visualization tools; comfortable building dashboards, interpreting campaign data, and making data-driven optimization decisions at speed.
- Demonstrated leadership experience managing teams of 10+ people, with strong communication skills in both Vietnamese and English; ability to coach, delegate effectively, and build systems that reduce dependency on any single individual.
Growth Path
- Senior Manager / Head of Performance Marketing: Lead advertising strategy across all Ecomobi markets (Vietnam, Philippines, and expansion regions), own P&L for the ads vertical, and drive innovation in ad products and creator commerce models.
- Director of Direct Brand: Expand scope to oversee the full Direct Brand business unit, including brand partnerships, creator operations, and content strategy, with direct influence on Ecomobi's positioning as the #1 TikTok Shop partner in Southeast Asia.
Total Rewards & Benefits:
- Compensation: Competitive salary package with 13th-month salary and performance-based bonuses (quarterly/yearly),.
- Allowances: comprehensive support including Lunch (40,000 VND/day), Laptop (400,000 VND/month), Parking, and Telephone subsidies,.
- Healthcare: Premium PVI Healthcare Insurance (in addition to social insurance) and annual health check-ups.
- Work-Life Balance: Flexible working hours (9 AM 6 PM, Mon-Fri), 12-16 days annual leave, plus 1 day off on your birthday.
- Professional Growth: Access to an Unlimited Training Fund for external courses and regular internal workshops.
- Culture: Dynamic international working environment with annual teambuilding trips (domestic and overseas).
- Bonuses for holidays and special occasions: New Year's Day, March 8th, May 1st, September 2nd, October 20th, Mid-Autumn Festival, birthdays,...
- 13th month salary; bonus based on working performance(quarterly) and Salary review twice a year
- Personal Healthcare Insurance besides Social and Medical Insurance; annual health check-up
Other Information:
Location: 3-4 Floor, Dashaus Building, 27AB, Tran Nhat Duat Street, D1, HCMC
Working Time: 9AM-6PM (Monday - Friday)
