Lead Digital Country Manager - Grab Philippines

Lead Digital Country Manager - Grab Philippines

Grabtaxi holdings pte ltd
6-9 years
Not Specified

Job Description



Get to know the Role:

Grab's Performance Marketing Team is a team of digital experts and marketers who are passionate about their work. This team leads both traditional and strategic dynamic device buying channels to grow our market penetration and re-engage with existing users, leveraging on internal user operation levers and internal traffic management products to improve user acquisition efficiency as well as deep-diving into the full converting funnels to uplift channel efficiency during each iteration cycle.
Reporting to the Regional Digital Marketing Lead, your key responsibilities include but not limited to Key Tasks and Responsibilities:

  • Channel operation optimization and automation

Manage paid channels to support platform MAU and user growth for all Grab verticals. Lead channel integration and innovation with Product/ Tech/ Analytics on audience targeting, landing page, ad content and feeds to improve channel efficiency via structured roadmap planning of iteration upgrade.

  • Go to market strategy & rules implementation

Analyze channel performance via different measurement systems to set internal channel operation strategy and rules to fine-tune audience targeting of different channel types as well as to further develop engaging ad content to landing page rules and optimization roadmaps alongside the vertical marketing teams.

  • A/B testing mindset and data-driven

Improve channel performance via heavy A/B testing on all key levers to keep improving channel CTR and Conversions. Work cross-functionally with the Analytics /Marketing/Strategy team to uplift channel performance via incremental analysis.

  • Cross-functional collaboration

Close collaboration with user growth/branding/commercial/campaign / and other biz units to leverage each other's strength for integrated marketing uplift for the whole platform.

  • Paid Media Key Tasks & Responsibilities

    • Strategize BAU media investment guidelines across media channels and digital touchpoints (on and offsite) against master performance KPIs benchmarks.

    • Continuously improve and optimize BAU media investment efficiencies across media channels and digital touchpoints (on and offsite) against master performance KPIs benchmarks

    • Lead and develop media investment guidelines for country marketing campaigns and Regional marketing campaigns.

    • Track and monitor performance, and provide timely optimization recommendations for Country and Regional marketing campaigns working closely with our media agency.

    • Deliver post-campaign analysis and assessment across the marketing campaign's with key learning points for improvements

    • Create internal materials that will build knowledge and capabilities across the region, as well as to inspire and empower local ownership and to apply with excellence

    • Together with country & regional Insights & Analytics, build processes that will drive more efficient ways of working, reporting, and management of media investments via internal Dashboards.


The must-haves:

  • 6+ years experience in managing dynamic media buy channel operation

  • Deep insights on channel matrix and buying model. Able to build channel operation methodologies out of rich practices to locate key levers for efficiency uplift, and customize channel strategy and operation plan at different business stages.

  • Able to connect channel operational knowledge, such as bid strategy/optimization goal, with internal audience segmentation and landing page strategy to maximize channel performance while deep mining the relationship of audience and assortment

  • Hands-on experience on Facebook Business Manager, Google Ads manager, Appsflyer, Programmatic DSPs managing advanced campaign mix preferred

  • Highly self-motivated, proactive, can-do attitude. Strong analytical and problem-solving skills.

  • Ability to effectively communicate with cross-functional teams.

  • Ability to work under pressure in a fast-paced, rapidly changing environment

  • Fluency in English is preferred

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