(Senior) Manager - Media

Media Strategy &Campaign Leadership
Own full-funnel media strategy across awareness, consideration, and acquisition for all MoMo products.
Lead end-to-end campaign ownership for major tentpole campaigns - including comm framework, asset direction, and integrated media plan across in-app and out-app channels.
Oversee media planning across paid digital, social, OOH, and POSM to maximize incremental impact per campaign cycle.
Align media investment with product growth KPIs in partnership with Marcom, Product, and Business teams.
Measurement & Performance
Own full-funnel measurement connecting brand metrics (TOM, awareness uplift) to downstream outcomes (install, activation, usage, revenue).
Hold CPA, CPM, CPI, and ROAS targets. Drive continuous optimization across channels.
Build attribution infrastructure and close signal gaps - including Conversion API integration for in-app event signals.
Define KPI gates for campaign phase decisions so spend allocation is driven by data, not assumptions.
Manage DA support to produce reporting that surfaces actionable signals, not vanity metrics.
Team Leadership
Lead and develop a 9-person team. Set clear ownership, build analytical capability, and shift the team's focus from campaign execution to strategic problem-solving.
Coach team members to own platform-level problems - not just deliver campaigns.
Drive cross-functional projects with measurable business impact.
Build internal playbooks and post-campaign reviews to grow institutional knowledge.
Automation & Scalability
Lead automation of manual workload - campaign planning templates, BAU performance reporting.
Identify and implement tooling improvements (e.g. n8n, AI-assisted workflows) to scale operations without scaling headcount.
Embed a structured test-and-learn approach: A/B testing on creatives, audiences, formats, and channels with clear read-outs and iteration loops.