Senior Performance Marketing Manager (Social Commerce)

Purpose

Own and optimize paid media campaigns (TikTok, Meta, Google, Shopee Ads, Lazada Ads, etc.) to drive measurable sales growth for M-Commerce. Translate media spend into commerce conversion, ensuring strong ROI across platforms and retail marketplaces.

Key Responsibilities

Strategy & Planning

• Develop performance marketing strategy across both social platforms (TikTok, Meta, Google) and retail media platforms (Shopee Ads, Lazada Ads, TikTok Shop Ads).
• Allocate and optimize budgets across channels to maximize GMV and ROI.
• Build testing frameworks (creative, audience, bidding) to maximize results.

Campaign Execution & Optimization

• Manage end-to-end setup, launch, and optimization of ads on TikTok, Meta, Google, Shopee, and Lazada.
• Collaborate with Content Factory team to ensure creatives are commerce-ready.
• Monitor daily performance (CTR, CPC, CPA, ROAS, GMV uplift) and optimize in real time.

Collaboration

• Work closely with Store Ops and Commercial teams to align campaigns with product launches, pricing, and promotions.
• Partner with Affiliate and Live Commerce teams to amplify paid media with organic creator-driven traffic.
• Provide insights from retail ads to guide assortment, pricing, and promotional strategies.

Data & Reporting

• Build dashboards and reports on ROI, attribution, and funnel performance across both social and retail platforms.
• Translate data into actionable insights for leadership.
• Benchmark performance against industry standards and marketplace competitors.

Qualifications

• 57 years of experience in performance marketing, ideally with e-commerce or FMCG brands.
• Hands-on expertise in:
• Social ad platforms: TikTok Ads, Meta Ads, Google Ads.
• Retail media platforms: Shopee Ads, TikTok Shop Ads.
• Strong analytical skills, comfortable with attribution models, pixels, and marketplace dashboards.
• Proven experience managing large ad budgets with ROI accountability.
• Collaborative mindset with ability to work across creative, ops, and commercial teams.
• Fluent in English and Vietnamese preferred.

KPIs / Success Metrics

• ROAS / ROI of total ad spend.
• GMV contribution from retail media campaigns.