Freelance Ad Specialist

About the Role

We are looking for a Freelance Performance Marketing / Ads Specialist to manage Marcel's digital advertising activities and help drive awareness, traffic, and sales across our outlets.

You will work closely with the Marketing team to plan, launch, monitor, and optimize paid media campaigns across Meta (Facebook & Instagram) and Google Ads, with a strong focus on performance and measurable business results. 

Key Responsibilities

• Plan and execute paid media campaigns across Meta Ads and Google Ads based on campaign objectives and budget.
• Set up campaign structures, targeting, audiences, budgets, placements, and tracking.
• Manage and optimize Google Search campaigns to increase relevant search visibility and drive qualified traffic to Marcel's website and outlets.
• Support the optimization of Marcel's Google Maps / Google Business presence, ensuring outlet information, promotions and relevant content are effectively leveraged alongside paid activities.
• Monitor campaign performance and continuously optimize for key KPIs such as reach, traffic, engagement, conversions, cost per result, and ROAS.
• Analyze performance by campaign and by outlet (HBT, Thao Dien, Calmette) to identify differences, opportunities and required adjustments.
• Continuously test audiences, creatives, formats, messaging and campaign structures, clearly identifying what should be adjusted, stopped or scaled.
• Monitor the quality of traffic and leads, not only volume, and react quickly when campaigns generate irrelevant traffic, spam or poor-quality results.
• Conduct audience and campaign analysis to identify opportunities for growth.
• Provide recommendations on creative formats, messaging, audience targeting, and media allocation to improve campaign performance.
• Develop and implement an end-to-end tracking system to measure the customer journey, ensuring accurate campaign attribution and performance measurement.
• Work with the Marketing team to translate campaign briefs into effective paid media plans.
• Prepare regular performance reports with clear insights, learnings, and actionable recommendations.
• Reports should include performance against agreed KPIs, MoM/YoY evolution, key trends and clear recommendations for optimization.
• Connect advertising performance to business outcomes such as reservations, orders, customer traffic and revenue, rather than relying solely on reach, clicks and engagement.
• Have a weekly meeting with the Marcel Marketing team to carefully monitor the effectiveness of Ad postings and implement changes, where necessary, if performance is not as expected.
• During the weekly meeting, review performance against KPIs, identify underperforming campaigns or outlets, follow up on ongoing issues and proactively propose adequate options, solutions and corrective actions.
• Clearly recommend what should be tested, adjusted, stopped or scaled, and agree with the Marketing team on priorities and actions for the following week.
• Stay updated on changes in Meta and Google advertising platforms, targeting capabilities, and best practices.

Requirements

• Based in HCMC.
• Minimum 3 years of hands-on experience in paid media/performance marketing.
• Deep understanding & experience in managing advertising budgets and optimizing campaigns based on performance data.
• Strong practical experience with Meta Ads and Google Ads, particularly Google Search and conversion tracking.
• Strong analytical skills with the ability to translate performance data into clear recommendations and actions.
• Experience in F&B is required; lifestyle, hospitality, retail, or consumer brands is a plus.
• Proactive and solution-oriented, with the ability to work independently while collaborating closely with the Marketing team.

Working Arrangement

• Contract: Freelance
• Location: Remote, but based in HCMC and available for occasional face-to-face meetings when required.