Responsibilities
- Oversee paid advertising initiatives across international and APAC-targeted platforms such as Google Ads, Meta, TikTok, Apple Search Ads, LINE, Naver, Kakao, Yahoo Japan, Rakuten, and other local digital channels.
- Refine advertising efforts to meet key business targets, including acquiring new customers, boosting revenue, improving ROAS, managing CAC, increasing LTV, enhancing contribution margin, conversion rates, and shortening payback periods.
- Design budget distribution plans across regions, channels, campaigns, audience segments, and stages of the customer journey using performance data, incremental impact, and scalability potential.
- Direct creative testing programs for performance content across paid social media, search engines, display networks, mobile apps, and regional advertising platforms.
- Collaborate with creative departments to produce, evaluate, and refine ad assets such as static images, short videos, user-generated content styles, culturally adapted messaging, promotional materials, landing page designs, and app installation creatives.
- Develop and maintain structured testing plans for audience targeting, bidding models, campaign architecture, creative variations, promotional offers, landing pages, and platform-specific optimization techniques.
- Examine campaign results segmented by market, channel, audience group, creative format, product category, device type, and customer cohort to uncover opportunities for growth and efficiency improvements.
- Lead measurement and evaluation initiatives covering attribution modeling, incrementality analysis, media mix assessment, geo-based testing, holdout studies, lift experiments, cohort tracking, and lifetime value optimization.
- Collaborate with analytics and data science teams to enhance reporting systems, improve attribution precision, strengthen incrementality measurement, and refine decision-making frameworks.
- Compare platform-provided performance metrics with internal measurement systems, incremental outcomes, and overall business impact to validate results.
- Manage partnerships with media platforms, regional advertising providers, and performance marketing agencies to enhance campaign effectiveness and gain early access to new features and beta programs.
- Track and analyze performance trends, auction behavior, competitive activity, fluctuations in CPM/CPC/CVR, and platform updates across APAC markets.
- Present performance data, actionable insights, potential risks, and strategic recommendations to executive leadership and cross-functional teams.
- Perform additional tasks and responsibilities as assigned, with or without prior notice, based on business needs.
Work Arrangement
Remote (Worldwide)
