We are looking for an Performance Marketing Lead to drive Beyond The Vines performance marketing across our global markets, with a key focus on Southeast Asia and Japan.
Based in Singapore, you will develop regional performance marketing plans, guide market-level execution and work closely with our internal teams and agency partners to drive efficient and sustainable growth. While this is not a day-to-day media buying role, you should have strong hands-on knowledge of paid media platforms and be comfortable reviewing, challenging and improving campaign strategies and execution across markets.
Key Responsibilities:
Regional Performance Marketing
- Develop and drive performance marketing plans across BTV's global markets, with a key focus on Singapore, Indonesia, Thailand, Philippines and Japan.
- Develop market-specific approaches based on business objectives, consumer behaviour, market maturity and growth opportunities.
- Recommend channel mix, investment priorities and budget allocation across markets based on business objectives and performance.
- Translate business and sales targets into actionable performance marketing plans, forecasts and measurable objectives.
- Identify opportunities to scale existing channels and explore new acquisition opportunities, including emerging platforms, AI-led discovery/search and programmatic advertising.
- Keep up to date with advertising platforms, industry developments and changes in digital consumer behaviour across key markets.
Team & Agency Management
- Guide and support regional Performance Marketing team members responsible for market-level campaign execution and agency management.
- Review campaign plans, account structures, budgets and optimisation approaches to ensure they are aligned with business objectives.
- Support the team in developing their capabilities across campaign management, analytics, optimisation and media planning.
- Oversee the performance of agency partners across relevant markets and ensure they are delivering against agreed objectives.
- Develop common performance marketing processes and best practices while allowing for differences between individual markets.
Campaign & Performance Management
- Maintain strong working knowledge across key advertising platforms including Meta Ads, Google Ads, TikTok Ads and marketplace advertising platforms such as Shopee and Lazada.
- Review campaign structures, audiences, bidding strategies, creative testing and optimisation approaches, and provide recommendations for improvement.
- Monitor performance across markets and identify trends, opportunities and areas requiring intervention.
- Develop and guide testing across audiences, creatives, channels, campaign objectives and new acquisition opportunities.
- Define and monitor relevant performance indicators including ROAS, CAC, conversion rate, revenue and overall marketing efficiency.
- Manage and optimise paid media investment across markets, channels and campaigns based on performance and business priorities.
- Use Google Analytics 4 (GA4) alongside advertising-platform data to evaluate acquisition performance, customer journeys and conversion.
Regional & Cross-Functional Collaboration
- Develop a strong understanding of the digital advertising landscape and consumer behaviour across Southeast Asia.
- Adapt performance marketing approaches based on differences in platform usage, customer behaviour and market dynamics across countries.
- Work closely with Ecommerce, Marketing, Creative, Merchandising and other teams to align performance marketing activities with product launches, campaigns and commercial priorities.
- Present performance insights, learnings and recommendations clearly to internal stakeholders.
- Perform any other duties to ensure the overall success of the business
Requirements:
- At least 5–7 years of experience in performance marketing, paid media or digital acquisition, preferably within ecommerce, retail, fashion, lifestyle or consumer brands.
- Strong experience across multiple Southeast Asian markets and a good understanding of the regional digital advertising landscape.
- Strong working knowledge of Meta Ads, Google Ads and TikTok Ads, including campaign setup, structure, targeting, bidding and optimisation.
- Hands-on experience with marketplace advertising platforms such as Shopee and Lazada, including campaign setup, optimisation, budget management and performance analysis.
- Strong working knowledge of Google Analytics 4 (GA4) and the ability to analyse acquisition, conversion and customer behaviour data.
- Strong analytical skills with the ability to translate performance data into clear recommendations and actions.
- Experience managing significant paid media budgets and allocating investment across markets, channels and campaigns based on business priorities and performance.
- Experience working with and managing performance marketing agencies.
- Experience guiding or mentoring junior team members.
- Commercially minded, curious and proactive, with a strong interest in identifying new opportunities for growth.
- Comfortable working across both high-level planning and detailed campaign performance when required.
Good to Have:
- Experience managing or overseeing performance marketing in Japan.
- Experience running or overseeing campaigns in Oceania and/or the Americas.
- Experience within a regional ecommerce or DTC business.
- Familiarity with Shopify and ecommerce analytics.
- Experience with behavioural analytics tools such as Microsoft Clarity or Hotjar.
- Experience with attribution, incrementality testing or broader marketing measurement frameworks.
- Exposure to emerging acquisition channels such as programmatic advertising, AI-led discovery/search or other new digital advertising platforms.
By applying for a position at BTV Group Pte Ltd, you give us consent to keep your professional profile/resume for the period of 12 months from the date of application. The purpose of retention is for us to review your experience for future openings that we may have within our Group. After that period, we would dispose of the same in a secure and proper manner. If you do not wish for us to retain your professional profile/resume, kindly let us know via email at [Confidential Information].
