About the Role
Pizza Hut Vietnam is scaling its Owned Channel - App and Website - as a core growth engine alongside food-aggregator partners like GrabFood, ShopeeFood, GreenSM, and BeFood. The Senior Ecommerce & Digital Media Executive owns how customers discover Pizza Hut online and makes sure that traffic actually converts into orders.
This is a hands-on role for someone equally comfortable running a Meta/Google/TikTok media plan and diagnosing why a checkout funnel is leaking conversions - someone who treats data accuracy and dashboard-building as part of the job, not an afterthought.
What You'll Own
Digital media budget & management
User acquisition, journey & funnel analysis
Data & event tracking / attribution across Web, App, and Media/Analytics platforms
Key Responsibilities
Plan, execute, and report on digital media across Google, Meta, TikTok, and other ad networks - covering branding, performance, and app-install campaigns - to drive user acquisition, targeting, and sales; own the media budget and continuously reallocate it toward what's working.
Own the full traffic-to-purchase funnel: analyze discovery/intent behavior and ordering-funnel drop-off (using GA4 funnel exploration), and pinpoint exactly where and why customers abandon their order, broken down by user segment.
Build and maintain the team's media and funnel performance dashboards, automating recurring reports so decisions are made on live data rather than one-off pulls.
Own the accuracy of the tracking and attribution stack - run monthly tag audits across GA4, Firebase, and AppsFlyer, reconcile discrepancies between Web and App data, and proactively flag tracking breaks (e.g. a sudden drop in Web conversion rate) before they distort budget decisions.
Run structured, ongoing A/B tests on media creative, landing pages, and funnel steps to continuously improve conversion, rather than relying on one-off guesses.
Continuously benchmark Pizza Hut's digital media and App/Web experience against food-aggregator apps (GrabFood, ShopeeFood, GreenSM) and direct competitors (Domino's, The Pizza Company), not just internal trend.
Work closely with the CRM & Loyalty Executive and the promotion calendar owner to align promotion timing with paid media and retargeting pushes, so campaigns launch in sync with acquisition activity rather than in isolation.
What Success Looks Like
Media performance efficiency: Sales, Traffic, ROAS, CR%, ER%, VTR%
Traffic & funnel conversion rate
UI/UX issue resolution rate
Data accuracy: reporting, dashboards, tagging, attribution
Competitor benchmark position
What You'll Bring
4+ years of experience in performance marketing and/or ecommerce growth roles, ideally within F&B, retail, or a D2C/ecommerce business
Hands-on experience managing paid media at scale (Meta Ads Manager, Google Ads, TikTok Ads Manager)
Working knowledge of mobile attribution and analytics tools (AppsFlyer, GA4, Firebase, Fullstory, Braze) - experience with an app-based business is a strong plus, since App is a primary revenue channel here
Understanding of D2C app-growth mechanics: deferred deep-linking, install funnels, and CPI/CPA benchmarks in the Vietnam app market
Familiarity with ecommerce/app funnel benchmarks, and the ability to diagnose conversion problems from data rather than guesswork
UX literacy specific to ecommerce checkout flows (cart, payment, promo code application) - you don't need to be a
designer, but you need to be able to spot and help fix what's broken
Data-driven mindset with the ability to build your own dashboards and reports (proficiency in tools such as Excel, Power BI, Looker, or GA4 expected)
Nice to Have
Experience in a multi-channel F&B or retail business where an owned digital channel operates alongside food-aggregator or marketplace partners
Experience with a CDP (Customer Data Platform) or marketing automation tool