Lead overall Digital Performance (CPC, non-paid & Affiliate), driving scalable growth, cost efficiency, and measurable business impact.
1. Define strategy & growth roadmap
- Build the quarterly/yearly Digital Performance strategy aligned with business and category goals
- Drive a test-and-learn roadmap across channels (creative, audience, bidding, affiliate model, incentive structure)
- Identify and develop new growth channels (new ad platforms, affiliate models, partnerships)
- Proactively propose growth initiatives: growth hacks, funnel optimization, pricing/incentive impact
2. Own end-to-end Digital performance
- Own the performance of CPC channels (Meta, Google, TikTok, ASA) and the Affiliate network; optimize channel mix and budget allocation against growth, CAC, and ROI targets
- Track and own key metrics: Traffic, CPA, ROAS, CAC, LTV, RFT
- Set the direction for scaling high-performing channels and cutting underperforming ones
3. Lead the Affiliate channel
- Build and develop the overall Affiliate strategy: network, publisher mix, incentive scheme, commission structure
- Manage and optimize performance of Affiliate partners
- Monitor and control traffic quality: fraud, duplicates, low-quality users
- Work cross-functionally to optimize funnel and conversion for Affiliate traffic
- Scale Affiliate into a major, sustainable, and cost-efficient growth channel
4. Data, attribution & decision-making
- Guide the measurement stack: Firebase, AppsFlyer, GA4, data warehouse (as needed)
- Ensure data accuracy and consistency across channels (CPC vs. Affiliate vs. CRM)
- Build management-level dashboards and reporting; turn data into insight that drives strategic decisions
5. Budget management & investment efficiency
- Manage a large-scale, multi-channel Digital Performance budget
- Track spend, forecasts, and investment efficiency on a monthly/quarterly basis
- Partner with Finance on payment control, payables, and cash flow optimization
- Ensure marketing spend efficiency at the P&L contribution level
Requirements:
- 7+ years of experience in Digital Performance / Growth Marketing
- Proven experience managing multi-channel performance with large budgets
- Strong command of performance metrics: CPA, ROAS, CAC, LTV, attribution
- Experience building and scaling an Affiliate channel or partnership-based growth model
- Proficient in Google Ads, Meta Ads, TikTok Ads, and Apple Search Ads (ASA)
- Solid understanding of tracking and data tools: Firebase, AppsFlyer, GA4, GTM
- People management experience (Team Lead level or above), with strong leadership and stakeholder management skills
- Strategic, data-driven mindset with the ability to connect marketing activity to business impact
- Prior experience in ride-hailing, e-commerce, fintech, or super-app industries is a strong plus
