Job Description

Digital Marketing Manager - Performance Channels

Position Overview

The Digital Marketing Manager will lead MOVE's always-on paid media strategy across Meta, TikTok, and Google, optimizing our path to aggressive seat targets. This role demands a performance-obsessed marketer who can balance efficiency with growth, managing significant monthly budgets across diverse APAC markets with differentiated strategies.

Key Responsibilities

Multi-Platform Campaign Management

• Lead always-on paid media strategy across Meta Ads, TikTok Ads, and Google Ads with substantial monthly budgets.

• Develop market-specific campaign strategies aligned with business targets across key APAC markets.

• Execute the 70/30 strategic split: prioritize new user acquisition and market expansion (70%) over existing market optimization (30%).

• Manage seasonal budget allocation based on demand patterns and efficiency opportunities.

Budget Optimization & ROAS Management

• Optimize budget allocation across all platforms to maximize efficiency and seat achievement.

• Monitor and optimize ROAS across all platforms, identifying efficiency gains and reallocation opportunities.

• Conduct scenario planning across different spend levels to maximize seat achievement.

• Identify and capitalize on underinvestment periods during high-efficiency windows.

Incrementality Testing & Cross-Channel Optimization

• Design and execute geo-holdout tests and incrementality experiments to measure true platform contribution.

• Optimize budget allocation across Meta, TikTok, and Google based on incremental value, not last-click attribution.

• Analyze cross-platform synergies and diminishing returns at different spend levels.

• Develop testing roadmaps for new markets with conservative budget approaches.

Creative Strategy & Platform Innovation

• Partner with creative teams to develop high-performing ad creatives optimized for each platform.

• Stay ahead of platform algorithm changes and beta features (Meta Advantage+, Google PMax).

• Test emerging formats and placements to maintain competitive edge.

• Localize creative and messaging for cultural relevance across APAC markets.

Success Metrics (First 12 Months)

• Achieve or exceed seat targets through optimized paid media investment.

• Maintain target ROAS while scaling spend across budget scenarios.

• Reduce cost per acquisition (CPA) through incrementality-driven optimization.

• Increase MAU through effective new user acquisition campaigns.

• Drive significant bookings to include cross-sell products (hotels, SNAP, duty-free).

• Achieve breakeven or positive ROI in test markets.

Required Qualifications

• 5+ years managing large-scale performance marketing budgets across Meta, Google, TikTok.

• Proven track record optimizing ROAS at scale while balancing growth and efficiency.

• Deep expertise in incrementality testing methodologies and measurement frameworks.

• Experience with multi-market campaign management, preferably in APAC region.

• Strong analytical skills with proficiency in platform analytics and data visualization.

Preferred Qualifications

• Travel/OTA industry experience with understanding of booking behaviors and seasonal patterns.

• Experience managing substantial monthly budgets across multiple markets simultaneously.

• Knowledge of APAC market nuances (language, culture, payment methods, consumer behavior).

• Familiarity with cross-sell strategies for travel ancillaries.

• Meta/Google/TikTok platform certifications.