Senior Digital Manager

Main Duties:
Lead overall Digital Performance (CPC, non-paid & Affiliate), driving scalable growth, cost efficiency,
and measurable business impact.
Responsibilities:
1. Define strategy & growth roadmap
• Build the quarterly/yearly Digital Performance strategy aligned with business and category
goals
• Drive a test-and-learn roadmap across channels (creative, audience, bidding, affiliate model,
incentive structure)
• Identify and develop new growth channels (new ad platforms, affiliate models, partnerships)
• Proactively propose growth initiatives: growth hacks, funnel optimization, pricing/incentive
impact
2. Own end-to-end Digital performance
• Own the performance of CPC channels (Meta, Google, TikTok, ASA) and the Affiliate network;
optimize channel mix and budget allocation against growth, CAC, and ROI targets
• Track and own key metrics: Traffic, CPA, ROAS, CAC, LTV, RFT, CiR
• Set the direction for scaling high-performing channels and cutting underperforming ones
3. Lead the Affiliate channel
• Build and develop the overall Affiliate strategy: network, publisher mix, incentive scheme,
commission structure
• Manage and optimize performance of Affiliate partners
• Monitor and control traffic quality: fraud, duplicates, low-quality users
• Work cross-functionally to optimize funnel and conversion for Affiliate traffic
• Scale Affiliate into a major, sustainable, and cost-efficient growth channel
4. Data, attribution & decision-making
• Guide the measurement stack: Firebase, AppsFlyer, GA4, data warehouse (as needed)
• Ensure data accuracy and consistency across channels (CPC vs. Affiliate vs. CRM)
• Build management-level dashboards and reporting; turn data into insight that drives
strategic decisions
5. Budget management & investment efficiency
• Manage a large-scale, multi-channel Digital Performance budget
• Track spend, forecasts, and investment efficiency on a monthly/quarterly basis
• Partner with Finance on payment control, payables, and cash flow optimization
• Ensure marketing spend efficiency at the P&L contribution level