Responsibilities
- Oversee paid advertising initiatives on global and regional platforms such as Google Ads, Meta Ads, TikTok Ads, Apple Search Ads, and other locally relevant channels.
- Improve campaign performance by aligning with key business metrics like return on ad spend, customer acquisition cost, lifetime value, conversion rates, revenue, and payback time.
- Design budget distribution plans across regions, channels, campaigns, audience segments, and stages of the customer journey based on performance data, growth potential, and incremental impact.
- Lead creative testing programs across paid social, search, display, mobile apps, and regional advertising platforms.
- Collaborate with creative teams to produce, test, and refine performance-focused content, including static images, short videos, user-generated style content, localized copy, promotional materials, landing pages, and app install assets.
- Develop and maintain structured testing plans for audiences, bidding methods, campaign architectures, creative variations, offers, landing pages, and platform-specific optimization techniques.
- Evaluate campaign results by market, channel, audience segment, creative format, product category, device type, and customer group to uncover opportunities for scaling and improving efficiency.
- Lead measurement and evaluation efforts using attribution models, incrementality testing, media mix analysis, geo-based experiments, holdout studies, lift assessments, cohort tracking, and LTV optimization.
- Collaborate with analytics and data science teams to enhance reporting accuracy, refine attribution models, measure incremental impact, and strengthen decision-making frameworks.
- Compare platform-reported metrics with internal data, incrementality findings, and overall business outcomes to ensure accurate performance assessment.
- Manage relationships with media platforms, regional advertising partners, 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, changes in CPM/CPC/CVR, and platform updates across Middle East and Africa markets.
- Share performance updates, actionable insights, potential risks, and strategic recommendations with leadership and cross-functional teams.
Work Arrangement
Remote (Country)
Responsibilities
- Manage paid media campaigns across global and MEA-specific performance platforms, including Google Ads, Meta Ads, TikTok Ads, Apple Search Ads, and other relevant regional paid media platforms.
- Optimize campaigns against business goals including new customer acquisition, revenue, ROAS, CAC, LTV, contribution margin, conversion rate, and payback period.
- Develop budget allocation strategies across markets, channels, campaigns, audiences, and funnel stages based on performance, incrementality, and growth potential.
- Lead performance creative testing across paid social, search, display, app, and regional media platforms.
- Partner with creative teams to develop, test, and iterate performance assets, including static ads, short-form video, UGC-style creative, localized messaging, promotional creative, landing page concepts, and app install assets.
- Build and manage structured testing roadmaps for audiences, bidding strategies, campaign structures, creative concepts, offers, landing pages, and platform-specific optimization tactics.
- Analyze campaign performance by market, channel, audience, creative, product category, device, and customer segment to identify opportunities for scale and efficiency.
- Lead measurement efforts across attribution, incrementality, media mix insights, geo testing, holdout testing, lift studies, cohort analysis, and LTV-based optimization.
- Work with analytics and data science partners to improve performance reporting, attribution accuracy, incrementality measurement, and decision-making frameworks.
- Evaluate platform-reported performance against internal measurement, incrementality, and business-level outcomes.
- Manage relationships with media platforms, regional paid media partners, and performance agencies to drive improved campaign performance and access to beta opportunities.
- Monitor performance trends, auction dynamics, competitive intensity, CPM/CPC/CVR shifts, and platform changes across MEA markets.
- Communicate performance results, insights, risks, and recommendations to leadership and cross-functional stakeholders.
