Paid Media Strategy Lead

JOB SUMMARY

• The Paid Media Strategy Lead is responsible for defining and leading The company’s overall paid media strategy across all digital channels and platforms. This role owns the performance marketing agenda — building and optimizing full-funnel paid campaigns on TikTok Ads, Shopee Ads, Lazada Sponsored Solutions, Google and YouTube Ads, and Meta — to drive brand visibility, customer acquisition, and GMV growth.
• As the head of the Performance Marketing team, the Paid Media Strategy Lead sets the strategic direction for paid media investment, leads rigorous A/B testing programs, and bridges data, content, and affiliate teams to ensure ads are fully optimized and commercially effective. This role demands a data-driven leader with platform depth, strong cross-functional influence, and the ability to translate insights into scalable paid media systems.

KEY RESPONSIBILITY

• Paid Media Strategy & Leadership

◦ Own and lead the overall paid media strategy for The company across TikTok Ads, Shopee Ads, Lazada Sponsored Solutions, Google Ads, YouTube Ads, and Meta campaigns.

◦ Define channel investment priorities, budget allocation frameworks, and performance benchmarks across all platforms.

◦ Develop full-funnel paid media strategies that cover awareness, consideration, conversion, and retention objectives.

◦ Lead the Performance Marketing team, setting clear goals, managing workload, and driving team capability development.

• Campaign Planning & Execution Oversight

◦ Oversee the setup, execution, and optimization of paid campaigns across all platforms.

◦ Ensure campaigns are structured to deliver on brand and commercial KPIs including ROAS, CPM, CPC, CVR, and GMV contribution.

◦ Establish quality standards and review processes for campaign setup, targeting, and creative trafficking.

◦ Manage campaign pacing, budget utilization, and bid strategy to maximize efficiency and output.

• A/B Testing & Optimization

◦ Lead a structured A/B testing program across creatives, audiences, hooks, landing pages, and bidding strategies.

◦ Build a culture of continuous testing and data-driven optimization within the team.

◦ Identify top-performing ad formats, creatives, and targeting parameters for scaling.

◦ Document testing learnings and translate them into actionable playbooks for the team.

• Data, Content & Affiliate Integration

◦ Connect paid media data with the Content and TikTok Strategy teams to ensure organic and paid efforts are aligned and mutually reinforcing.

◦ Collaborate with the Affiliate team to integrate affiliate-driven content into paid amplification strategies (e.g., Spark Ads).

◦ Leverage performance data to surface insights that inform content production priorities and creative direction.

◦ Partner with Analytics to build dashboards and reporting frameworks that provide real-time visibility on paid media ROI.

• Platform & Market Intelligence

◦ Stay ahead of platform updates, algorithm changes, and new ad product launches across all managed channels.

◦ Monitor competitive paid media activity and identify opportunities to gain share of voice and conversion.

◦ Provide strategic recommendations to the Marketing Director on channel investment and emerging platform opportunities.

• Cross-Functional Collaboration

◦ Align paid media strategies with Brand & Products, TikTok Content, PR & Affiliate, and Marketing Operations teams.

◦ Collaborate with Category Managers to ensure paid campaigns support category-level commercial priorities.

◦ Work with platform partners (TikTok, Meta, Google, Shopee, Lazada) to unlock co-marketing and beta opportunities.

QUALIFICATION AND REQUIREMENTS

Education

• Bachelor’s degree in Marketing, Business, Communications, or related field.

Experience

• 5+ years of experience in paid media, performance marketing, or digital advertising.

• Proven expertise managing paid campaigns across TikTok Ads, Meta, Google/YouTube, and marketplace platforms (Shopee, Lazada).

• Demonstrated track record of driving measurable ROAS, GMV, and acquisition results through paid media.

• Experience leading or mentoring a performance marketing team.

• Background in beauty, FMCG, e-commerce, or retail is a strong advantage.

SKILL AND COMPETENCIES

Technical Skills

• Mastery of TikTok Ads Manager, Meta Ads Manager, Google Ads, and marketplace ad platforms (Shopee, Lazada)

• Full-funnel paid media strategy and campaign architecture

• A/B testing design, execution, and analysis

• Performance data interpretation and budget optimization

• Attribution modeling and cross-channel analytics

• Proficiency in reporting tools such as Looker Studio, Google Sheets, or equivalent

Soft Skills

• Strategic thinker with strong execution follow-through

• Data-driven decision-maker with commercial acumen

• Strong leadership and team development skills

• Effective communicator with the ability to translate data into strategic narratives

• Collaborative and highly cross-functional, able to work across brand, content, and commercial teams

WORK ENVIRONMENT

• Hybrid work setup based in Eastwood.

• High involvement during campaign launches, mega-sale events, and peak commercial periods.

• Fast-paced, performance-driven environment with direct accountability for paid media ROI.