About the position
The role of the Sr. Marketing Manager – Growth Marketing (APAC Markets) is to help drive the growth strategy across our performance marketing channels, including paid search and shopping, paid social, display, and video advertising, to drive sales, revenue, new customer acquisition, and eCommerce app user acquisition for the APAC Region, with a key focus on Japan and Korea. Other markets include but are not limited to Australia, Hong Kong, and Taiwan. This role will report directly to the Director of Global Paid Media and will also support the Director/General Manager of the APAC markets to develop strategies to scale and optimize our performance marketing channels. You will be the lead and own all aspects of the APAC region’s paid media program including managing the budget and determining the media mix, monitoring campaign performance and optimizing each channel, building and implementing a testing framework, optimizing our creative to drive performance, and developing reporting to share with stakeholders and leadership. The ideal candidate will be data-driven, analytical, creative, and have deep experience driving growth for enterprise e-commerce companies. The candidate should have advanced excel skills, and will be comfortable with pulling and manipulating data themselves to create analyses and reporting that will ultimately drive actionable insights.
Responsibilities
- Help drive iHerb’s paid search and shopping, paid social, display, and video performance marketing strategies, from conception to execution, optimization, and post campaign analysis.
- Develop strategies to drive eCommerce User App Acquisition through paid media, app store optimization (ASO), etc.
- Collaborate with the APAC regions lead and specialists to scale their paid media program and identify opportunities and new platforms to test.
- Plan and manage large scale campaigns on search platforms (e.g., Google and Bing Search and Shopping) and on social and display platforms (Facebook, Instagram, Twitter, YouTube, Snapchat, Apple Search Ads, TikTok, etc.) working within the native tools on each platform to execute and optimize campaigns.
- Partner with our business insights, product, and engineering teams to enhance our tracking efforts (across web and app) and develop/improve daily, weekly, monthly reporting, in order to provide the data and insights required for our platforms and teams to scale our marketing campaigns/programs efficiently.
- Optimize performance marketing campaigns to meet and/or exceed iHerb’s goals through channel-specific levers, including but not limited to: copy changes, keyword research & analysis, bid adjustments & automation, budget allocation, a/b testing, placement testing and creative optimization, product feed optimization, etc.
- Support product feed marketing efforts, including Google shopping, Facebook DPA, and shopping comparison sites.
- Work cross-functionally with multiple internal/external stakeholders to execute marketing campaigns.
- Collaborate with creative resources to develop creative assets necessary to achieve goals.
- Collaborate with Earned and influencer Media teams to run paid social strategies alongside organic social strategies and content.
- Ensure overall cost per acquisition (CPA) is within targets, and continuously drive customer acquisition at scale.
- Serve as the main point of contact for outside vendor and agency relationships.
- Maintain all relevant certifications such as Google Adwords Certified Professional.
Requirements
- Strong written and verbal communication skills in BOTH English and Japanese required.
- Korean and/or Chinese language reading and writing proficiency a plus.
- Understanding of performance marketing strategies, tactics and processes.
- Strong understanding of the relationship between marketing channels and business objectives.
- Proven track record of working at the strategic and tactical level to develop and execute innovative performance marketing campaigns.
- Extensive knowledge of the paid search, paid social and display landscape, including optimization techniques and strategies, bidding models, and ad units across a variety of platforms (Google Search, Facebook, Twitter, Instagram, YouTube, Snapchat, etc.).
- Experience using Facebook Ads Manager, Twitter Ads dashboard, Google Adwords and other major media buying platforms.
- Deep understanding of customer analytics and attribution: CPA, ROAS, LTV, churn, etc.
- Comfortable performing in a fast moving, performance-driven environment.
- Strong verbal and written communication skills.
- Self-directed and demonstrates tact, diplomacy and a clear, courteous and professional manner when dealing with internal departments and external partners.
Nice-to-haves
- Knowledge of Asana or other task management platforms is a plus.
- Experience with AppsFlyer or Adjust a plus.
Benefits
- Medical, dental, vision, and basic life insurance programs.
- 401(k) plan.
- Time Off and Paid Sick Leave.
- Paid holidays throughout the calendar year.
- Restrict Stock Units and annual bonuses based on eligibility and performance.
