PERFORMANCE ADS SPECIALIST (ADS OPTIMIZER)

About the Role

We are looking for a data-driven and results-oriented Performance Marketing Specialist to drive customer acquisition, retention, and revenue growth through paid media and CRM-driven audience strategies.This role goes beyond media buying. We are seeking someone who can transform customer and CRM data into actionable audience strategies, helping us acquire, retain, and grow high-value customers more efficiently. The ideal candidate combines strong analytical capabilities with hands-on experience in digital advertising, customer segmentation, and performance optimization.

Key Responsibilities

1. Performance Advertising

• Plan, execute, monitor, and optimize paid media campaigns across Meta, Google, TikTok, Zalo and other relevant advertising platforms.
• Manage campaign budgets and ensure efficient allocation of media spend to maximize ROI and ROAS.
• Conduct ongoing A/B testing on audiences, creatives, placements, landing pages, and bidding strategies.
• Monitor and optimize key performance metrics including ROAS, CPA, CPC, CPM, CTR, conversion rate, and customer acquisition cost.
• Identify opportunities to scale high-performing campaigns while maintaining efficiency.

2. CRM & Customer Data Optimization

• Leverage CRM, loyalty, and customer transaction data to develop targeted acquisition, retention, reactivation, and cross-selling campaigns.
• Analyze customer segments, purchasing behavior, customer lifetime value (CLV), and retention metrics to identify growth opportunities.
• Build and optimize custom audiences, lookalike audiences, and remarketing strategies using first-party customer data.
• Develop audience segmentation strategies based on customer lifecycle stages and purchasing behavior.
• Collaborate closely with CRM, Data, and Commercial teams to improve targeting precision and campaign effectiveness.
• Utilize customer insights to support full-funnel marketing initiatives that drive both online and offline conversions.
• Ensure effective use of customer data while maintaining compliance with data privacy and governance standards.

3. Analytics & Performance Insights

• Track, analyze, and report campaign performance using advertising platforms, Google Analytics, CRM systems, and reporting dashboards.
• Transform CRM and customer data into actionable insights that improve customer acquisition and retention performance.
• Monitor key business metrics, including:
  • Customer Acquisition Cost (CAC)
  • Customer Lifetime Value (CLV)
  • Retention Rate
  • Repeat Purchase Rate
  • Reactivation Rate
  • Average Transaction Value (ATV)
  • Return on Ad Spend (ROAS)
• Prepare regular performance reports and provide recommendations for continuous improvement.

4. Cross-functional Collaboration

• Partner with Content Creators, Designers, CRM teams, and external agencies to develop high-performing campaigns and creative assets.
• Provide audience and campaign performance insights to guide content and creative development.
• Support marketing campaigns, promotions, loyalty programs, product launches, and customer engagement initiatives.
• Stay updated on advertising platform changes, emerging technologies, and industry best practices

Education & Experience

• Bachelor's degree in Marketing, Business, Data Analytics, Communications, or a related field.
• Minimum 2–3 years of experience in Performance Marketing, Digital Marketing, Growth Marketing, or a related role.
• Experience managing paid media campaigns across Meta Ads, Google Ads, TikTok Ads, Zalo Ads and other digital platforms.
• Experience working with CRM, loyalty, membership, or customer databases is highly preferred.
• Experience in retail, e-commerce, FMCG, or consumer-focused businesses is a strong advantage.

Technical Skills

• Strong understanding of performance marketing metrics, attribution models, and conversion tracking.
• Hands-on experience with Google Analytics 4 (GA4), Google Tag Manager, Meta Pixel, Zalo, and advertising analytics tools.
• Strong experience utilizing first-party customer data to improve audience targeting and campaign performance.
• Knowledge of customer segmentation, lifecycle marketing, retention strategies, and customer journey mapping.
• Familiarity with CRM/CDP platforms such as Salesforce, HubSpot, Braze, Insider, MoEngage, SAP CRM, Microsoft Dynamics, or equivalent solutions is an advantage.
• Advanced Excel and data analysis skills; experience with reporting and dashboard tools is preferred.

Personal Attributes

• Strong analytical and problem-solving skills with attention to detail.
• Commercial mindset with a focus on measurable business outcomes.
• Proactive, curious, and continuously seeking optimization opportunities.
• Ability to work independently and manage multiple priorities in a fast-paced environment.
• Strong communication and stakeholder management skills.
• Collaborative and solution-oriented approach.