Responsibilities
- Plays the lead role in the management of digital advertising and performance, including online planning and insights, mapping user conversion points and funnels, online display/social advertising to strengthen our brand positioning in the market on a regional level.
- Build integrated and scalable multi-touch campaigns through various online ads such as Adwords, SEO, EDM, GDN, social media, mobile advertising, chat apps, in-app notifications, content syndication/partnerships and more based on the campaign objectives.
- Strategise and execute high quality member acquisition and campaign conversion for all BIG Loyalty platforms in the respective countries.
- Identify target segments and set campaigns to track, retarget and remarket.
- Collaborate with Brand/Creative, Marketing/Social Media, Digital UX, LCM & IT teams for implementation of trackers, brainstorm new creative strategies based on best use cases, enhancing marketing efforts by building customer journey and optimisation of channels and media buys.
- Determine campaign KPIs, measurement metrics, forecast results and responsible for campaign ROI with clear real-time performance reporting on the effectiveness of programs/campaigns, conversion rates and online sales.
- Manage and allocate budgets across multiple channels including paid, earned and owned media to generate cost effective campaigns.
- Actively identify trends and insights, emerging technologies and new tools to optimise spend and channel performance. Able to provide thought leadership and perspective for adoption where appropriate.
- Ensures all digital campaigns are launched on time with the relevant tracking based on KPIs set for the respective campaigns or projects.
- Optimize website and social media channels for SEO, Google Analytics, tracking as well as usability.
- Responsible for managing vendors/agencies when required.
- Drive relationship and partnership with AirAsia team.
Requirements
- Bachelor degree in Marketing.
- Minimum 4 years of good working experience in a related field.
- Demonstrates the understanding of Google Analytics and social platform insights.
- Experience in optimizing and executing UTM, SEM, PPC as well as Facebook Ads, Twitter Ads and Display Advertising.
- Media planning experience.
- The skills to work effectively with others to ensure shared objectives are achieved.
- A proven track record of building, scaling and optimising Paid Media campaigns to deliver qualified traffic.
- Strong understanding of current online marketing concepts, strategy and best practice.
- Experience with A/B and multivariate experiments.
- Previous experience in a similar digital marketing role.
