Performance Marketing Manager

JOB PURPOSE
Lead the performance marketing function to drive profitable and sustainable e-commerce growth across Marico SEA brands. Own full-funnel media strategy, investment allocation, performance accountability, measurement, agency governance, and capability building across TikTok, Meta, Google, Shopee, Lazada, and emerging channels.
The role balances GMV growth, customer acquisition, and profitability through rigorous analytics, experimentation, and close collaboration with E-commerce, Brand, Content, Affiliate, Livestream, CRM, and Data teams.
KEY RESPONSIBILITIES
1. Strategy, Planning & Investment
Develop annual, quarterly, and monthly performance marketing strategies aligned with brand, e-commerce, and profitability targets.
Own channel planning and budget allocation across paid social, search, marketplace ads, retargeting, and emerging commerce media.
Lead media planning for mega campaigns, product launches, always-on growth, and key business recovery plans.
2. Growth & Performance Ownership
Own GMV contribution, new customer acquisition, ROAS, media cost, conversion, and contribution-margin performance.
Monitor performance and budget pacing; identify gaps early and lead corrective actions with agencies and internal teams.
Optimize the full funnel from reach and traffic to conversion, repeat purchase, and customer lifetime value.
3. Agency, Platform & Governance Leadership
Lead media agencies through clear briefs, operating rhythms, SLAs, scorecards, and performance reviews.
Challenge recommendations using data and ensure campaign setup, tracking, targeting, bidding, budgets, and launch readiness meet approved plans.
Build strategic partnerships with TikTok, Meta, Google, Shopee, Lazada, and relevant technology partners.
4. Measurement, Analytics & Experimentation
Define measurement standards, attribution logic, dashboard requirements, and executive reporting across channels.
Translate data into investment decisions by analyzing ROAS, MER, CPA/CAC, CPC, CTR, CVR, AOV, LTV, and incremental revenue.
Own the test-and-learn roadmap across creatives, audiences, bids, landing pages, offers, and campaign mechanics; scale proven wins.
5. Integrated Commerce Growth
Connect paid media with marketplace, affiliate, creator content, livestream, CRM, and promotional strategies to improve total commerce performance.
Partner with Brand and Content teams to strengthen the creative pipeline, platform fit, and speed of performance-led content iteration.
Identify and scale new audiences, channels, automation, and platform innovations with clear business cases.
6. Team & Capability Development
Coach and develop Performance Marketing Executive(s), setting clear priorities, standards, and development plans.
Build playbooks, governance frameworks, and shared performance-marketing capabilities across the Digital & Growth organization.
Promote a commercially grounded, data-led culture with strong ownership and continuous improvement.