About upGrad
upGrad is a global leader in online higher education, empowering professionals to upskill and advance their careers through world-class programs in collaboration with top universities. At upGrad Vietnam, we bring this mission to life locally, helping learners unlock their potential and achieve their goals.
Role Summary
As a Performance Marketing & Analytics Specialist, you will play a crucial role in driving lead generation and conversions through paid advertising campaigns across Meta, Google, TikTok, and LinkedIn Ads. This role also involves analyzing campaign performance, reporting insights, and supporting marketing operations. You will oversee substantial ad budgets, optimize campaign performance, and ensure a strong return on investment.
By staying updated on the latest trends in digital marketing and consumer behavior in Vietnam, you will leverage data-driven insights to refine strategies and maintain a competitive edge. Additionally, you will support city-specific growth initiatives in Hanoi, Da Nang, and Can Tho while collaborating with content, sales, and marketing teams to align digital efforts with business objectives.
Roles & Responsibilities
Performance Marketing (70%)
- Plan, execute, and optimize paid advertising campaigns across Meta, Google, TikTok, and LinkedIn Ads to drive lead generation and conversions.
- Manage ad budgets exceeding 1 billion VND per month, ensuring cost efficiency and high ROI.
- Analyze campaign performance using Google Analytics, Meta Business Suite, and other tracking tools to identify insights and areas for improvement.
- Implement A/B testing strategies for ad creatives, audience targeting, and landing pages to optimize conversion rates.
- Stay updated on Vietnam's digital landscape, consumer behavior, and market shifts to refine advertising strategies.
- Monitor competitor activities and industry benchmarks to ensure upGrad stays ahead in digital performance marketing.
- Collaborate with the content team to create compelling ad copy and visuals that resonate with the Vietnamese audience.
Marketing Analysis & Admin Support (30%)
- Data Analysis & Reporting: Track campaign performance, generate reports, and provide actionable insights to improve effectiveness.
- Support City-Specific Growth: Assist in localized marketing efforts for Hanoi, Da Nang, and Can Tho to drive brand visibility and engagement.
- Operational & Administrative Support: Handle marketing processes, reporting, and coordination with internal and regional teams to ensure smooth campaign execution.
Skills Required
- Strong expertise in Meta, Google, TikTok, and LinkedIn Ads.
- Proficiency in Google Analytics, UTM tracking, and other performance measurement tools.
- Experience managing high-budget campaigns (1 billion+ VND per month).
- Strong understanding of Vietnamese market trends and consumer insights.
- Analytical mindset with a passion for data-driven decision-making.
- Excellent communication and teamwork skills.
- Ability to write and optimize advertising content for better engagement and conversion (a plus).
Employment Type: Full-time.
Working Hours: 9 AM 6 PM (Monday Friday).
Location: 170 Tran Quang Khai, Tan Dinh ward, District 1, HCMC
