1. Role Purpose
The Digital / Performance Marketing Specialist is responsible for planning, executing, optimizing, and scaling paid media campaigns across Google, Meta, and E-commerce platforms to drive online revenue growth, maximize ROAS, and directly contribute to Anker Innovations business performance in Vietnam.
This role requires a strong performance-driven and data-driven mindset, with a proactive attitude toward learning and applying AI to improve execution speed, decision quality, and overall marketing effectiveness.
2. Key Responsibilities
2.1. Performance Media Planning & Execution
- Plan and execute paid advertising campaigns across:
- Google Ads (Search, Display, YouTube, Performance Max)
- Meta Ads (Facebook / Instagram, Advantage+)
- E-commerce Ads (Shopee Ads, Lazada Sponsored Solutions, TikTok Ads if applicable)
- Manage and allocate media budgets based on GMV, ROAS, CPA, and Conversion Rate targets
- Execute performance campaigns for:
- Mega campaigns (Mega Sale, Super Brand Day, Flash Sale)
- Always-on performance activities
- New product launches and strategic SKU acceleration
2.2. Optimization & Performance Analysis
- Monitor and analyze campaign performance across the full funnel:
- Impression CTR CVR CPA ROAS
- Conduct continuous A/B testing on:
- Creatives (visuals, videos, copy)
- Audiences (interest, lookalike, retargeting)
- Bidding strategies, formats, and placements
- Proactively recommend budget reallocations, campaign structure adjustments, and bidding strategy improvements to maximize business impact
2.3. E-commerce Growth & Conversion Focus
- Work closely with the E-commerce team to:
- Drive high-quality traffic to Shopee / Lazada / TikTok Shop stores
- Optimize conversion for priority SKUs
- Coordinate sales mechanics such as vouchers, bundles, deals, and pricing logic
- Demonstrate strong understanding of platform-specific dynamics:
- Shopee: deal-driven, voucher-led, social prooffocused
- Lazada: branding combined with conversion
- TikTok: content-driven performance marketing
2.4. AI-Driven Marketing & Continuous Learning
- Proactively learn, experiment with, and apply AI in Digital / Performance Marketing to:
- Accelerate campaign execution
- Improve creative quality and insight generation
- Enhance budget optimization and ROAS
- Apply AI across areas such as:
- Creative optimization: copywriting support, content ideation, rapid creative testing
- Data & insight analysis: pattern detection, insight synthesis, decision support
- Workflow automation: reporting, data analysis, and process optimization
- Stay up to date with emerging trends in:
- Google AI and Performance Max
- Meta AI and Advantage+
- AI tools for marketing and e-commerce
- Maintain a strong testlearnoptimize mindset, evaluating all experiments based on data and real business outcomes
2.5. Data Tracking & Reporting
- Set up, manage, and monitor tracking systems:
- Google Analytics / GA4
- Pixel and Conversion API
- Deliver performance reports:
- Daily / Weekly / Monthly
- Campaign reviews and post-mortem analyses
- Analyze data to generate actionable insights supporting marketing and e-commerce strategy
2.6. Cross-functional Collaboration
- Collaborate closely with:
- Creative teams (in-house / agency) to optimize performance-driven content
- E-commerce teams to align campaigns, SKUs, pricing, and inventory
- Agencies and advertising platforms (if applicable) to ensure performance efficiency and data transparency
3. Requirements
3.1. Experience & Expertise
- Minimum 24 years of experience in Digital / Performance Marketing
- Hands-on experience with:
- Google Ads and Meta Ads (mandatory)
- E-commerce advertising platforms (strong advantage)
- Proven experience managing monthly advertising budgets of VND 1 billion or more
3.2. Skills & Mindset
- Strong performance-driven and data-driven mindset
- Solid understanding of:
- Conversion funnels
- Attribution models and ROAS logic
- Strong analytical skills with the ability to quickly identify issues and propose optimization solutions
- High sense of ownership and accountability for results
3.3. Learning & AI Mindset
- Strong curiosity and willingness to continuously learn, especially in:
- Digital marketing and performance optimization
- AI and automation in marketing
- AI expertise is not required, but candidates must:
- Learn quickly
- Ask the right questions
- Apply AI tools to work more effectively
- Open-minded, adaptable, and willing to replace outdated approaches with better solutions
3.4. Additional Skills
- Proficient in Excel / Google Sheets
- Experience with GA4, Pixel, and Conversion API is a plus
- Strong communication skills and ability to work cross-functionally
- Good written and reading English skills (for HQ communication and reporting)
4. You Are a Strong Fit for Anker If You:
- Focus on real business outcomes rather than vanity metrics
- View AI as a productivity and performance tool, not a trend
- Thrive in fast-growing, high-expectation environments
- Want to work with global technology brands, real products, and real revenue impact
