Head of Performance Marketing

Responsibilities

• Lead Performance Marketing initiatives and be a champion for Performance Marketing across all products and services on LINE, driving growth in marketing and media performance
• Develop and implement a robust performance marketing strategy and execution plan to achieve key performance indicators (KPIs) such as GMV, Traffic, CTR, CVR, ROAS, and other related metrics
• Manage budgets and campaigns across all media channels to ensure a strong return on investment and an efficient media plan
• Explore new opportunities and innovative approaches to maximize marketing and media performance of all marketing campaigns
• Closely monitor and coach team members on the performance of all marketing campaigns, identify areas for improvement, and initiate marketing activities across internal and external media channels (e.g., LINE Official Account, LINE Ads, Facebook/Instagram Ads, Google Ads, X Ads, etc.) to achieve the team KPIs
• Measure and report the performance of all offline and online marketing campaigns, assessing them against goals (ROI and KPIs)
• Work closely with media agencies and internal teams to develop effective media plans, ensuring successful planning, execution, and optimization for key traffic KPIs via paid, organic, and owned media channels
• Identify and test new channels, recommending creative improvements based on findings
• Collaborate with top and senior management to share reports, improvement ideas, feedback, and results
• Track and monitor industry trends and competitors’ activities across all media platforms to update with internal teams

Qualifications

• Bachelor’s degree or higher in Marketing, Business Administration, or a related field (Master’s degree preferred)
• 15+ years in Performance Marketing, Media Planning and Optimization, or Online Marketing
• Substantial knowledge of both offline and online media platforms, especially online
• Strong analytical and problem-solving skills, proficiency in measurement tools and online marketing implications, and ability to see the strategic big picture while executing flawlessly
• Comfortable with ambiguity and able to work independently to find solutions with minimal guidance
• Solid expertise in campaign and channel analysis and reporting, including LINE ecosystem and other social media platforms, such as Google Analytics, etc.
• Excellent analytical skills for leveraging data, metrics, analytics, and consumer behavior trends to drive actionable insights and recommendations
• Proven leadership skills with the ability to inspire and motivate cross-functional teams to achieve excellence
• Excellent verbal and written communication skills in both Thai and English