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.
