Paid Media Strategy Lead, Quezon City

JOB SUMMARY

• The Paid Media Strategy Lead is responsible for defining and leading The companys 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

Bachelors 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.