Summary
The Performance Marketing Manager drives strategy and execution across digital channels such as SEM, social, and display to meet client acquisition and growth goals. This role combines data-driven decision-making, campaign optimization, and client collaboration to deliver impactful marketing outcomes. You'll guide and mentor performance teams while ensuring continuous improvement and innovation in a fast-paced digital landscape.
Key Responsibilities
(A) Strategy - Responsible for the strategic direction of various performance marketing channels across multiple clients, including:
- Setting up, managing, and optimizing campaigns across platforms like - SEM, Social, Display, Content discovery platforms, etc
- Equip individual performance teams to work with respective media planners and ensure successful delivery of the performance strategy
- Must be able to distil client needs (stated and implicit) and tailor performance solutions accordingly
- Support processes for efficiency and effectiveness when working with agency teams
- Set acquisition and growth targets for performance marketing spread across online channels such as social, paid search, mobile, display, etc
- Oversee team in tweaking of strategies by evaluating the Key Performance Indicators (KPIs) of all existing performance marketing channels to determine and make necessary adjustments to optimize marketing effectiveness
- Use multi-touch attribution to track touchpoints across the funnel, which will help maximize campaign effectiveness
- Understand internal products thoroughly. Research competitors and their strategies to find the gaps in the industry and set up marketing and advertising goals for the brand accordingly
- Leverage customer insights to better segment, target and reach potential customers
- Explore new marketing opportunities across platforms, devices, formats, etc
- Own brand plans, and QBRs (quarterly business reviews), monitor key campaign performance strategy personally and work on BAU campaign strategy with the support of the team
- Support the development of hypotheses and perform A/B (or multivariate) testing to recommend optimization
- Explore new marketing opportunities across platforms, devices, formats, etc
- Embed a culture of strategic thinking via a DIY framework by category
(B) Client Servicing
- Work closely (day-to-day basis) with the Client marketing team, Internal Media Planning Team and Performance Marketing Team to drive operational excellence
- Guide team to identify client's pain points to innovatively improve non-performing areas
(C) Analytics - Instill strong analytical skills and a data-driven approach to problem-solving within a team & in the below platforms:
- Google Analytics
- Facebook Ads Manager
- Google Ads
- Google Tag Manager
- Facebook Business Manager
- Shopee
- Lazada
(D) Leadership & Management
- Assume day to day responsibility for responsible accounts, working with individual performance teams
- Ensure performance team continuously upskill and are up-to-date with fast-changing digital landscape, tools, formats and best practices
- Manage team workload
- Work with Head of Performance to identify organic growth via incremental revenue opportunities
- Inspire the team, leading by example, providing clear direction, feedback and support
- Motivate and coach team to bring new and exciting ideas to the performance function
- Any additional ad-hoc tasks as assigned by superior
Requirements
- Bachelor's degree in Marketing or related field
- At least 6 years or more experience leading a digital performance team
- Fluent in written and conversational English
- Excellent written and verbal communication skills
