Online Media Lead (User Acquisition), Zalopay

The Online Media Lead will manage the performance media team, to be responsible for driving user acquisition for Zalopay, with the primary focus being bringing external out-app traffic to Zalopay app. The Online Media Lead reports to the overall Growth Manager and work alongside other growth leaders to achieve strong acquisition uplift by ensuring synergy between external traffic campaigns and internal promotion / product launch campaigns, optimise advertising resources and ultimately deliver constant growth of app userbase.

Responsibilities

·      Develop and implement comprehensive user acquisition strategies, with special focus on acquisition via external out-platform channels

·      Create a sustained year-long plan to increase platform traffic, with frequent checkpoints for review, adjustment and optimisation

·      Develop and implement advertising creative content strategy and manage internal creative production pipelines to ensure rapid creative deployment and optimisation

·      Develop synergies between various internal growth campaigns and his / her traffic plan to ensure all campaigns have appropriate audience targetting and optimised traffic allocations

·      Monitor and optimise acquisition campaign performance and budget

·      Work with internal business units to understand their growth requirments and coordinate marketing teams from different categories to plan and execute acquisition campaigns for different stakeholders

o   Oversees overall acqusition advertising budget and planning for both BAU and seasonal campaigns

o   Research, track, and analyze consumer behaviors and trends and implement research into digital marketing campaigns

o   Stay informed about industry trends and changes that may impact advertising strategies

·      Highly experienced with user acquisition planning and strategies with proven track record in digital growth campaigns. Experience with e-commerce, fintech, e-wallet or other online services with large userbases is strongly preferred.

·      In-depth knowledge with at least 4 to 5 years of experience with major advertising platforms such as Meta, TikTok, Google, Moloco, Mintegral, Unity are compulsory. Strong knowledge and experience with Appsflyer are compulsory.

·      Strong interest in marketing content creation and familiarity with advertising creative production workflow is highly preferred.

·      Knowledgeable on current market’s financial service product offerings, especially domestic market, is preferred.

·      Experience with SEO and SEM strategy and keyword research is an added advantage

·      Excellent interpersonal skills, with the ability to collaborate with other departments

·      Analytical mind, with a passion for measuring data to analyze consumer metrics, reports, and trends

·      Strong project management and managerial skills