Paid Ads Strategist

Role Objective
To drive profitable growth through end-to-end management of paid advertising across Shopee, Lazada, TikTok, Meta, and Google, optimizing for revenue, ROAS, and scalability across both marketplaces and owned channels.

Key Responsibilities
1. Paid Ads Strategy & Ownership
Own the paid ads strategy across:


Shopee Ads (Search, Discovery, Shop Ads)


Lazada Ads (Sponsored Search, Sponsored Discovery, Shop ads)


TikTok Ads


Meta Ads (Facebook & Instagram)


Google Ads (Search, Display, YouTube if applicable)


Build full-funnel strategies tailored per platform (intent-based vs discovery-based)


Align paid ads with product launches, promotions, and campaign calendars


2. Campaign Setup & Execution
Create, launch, and manage ad campaigns end-to-end


Structure accounts for scalability, testing, and budget control


Execute A/B testing for:


Creatives & UGC


Hooks, copy, offers


Audiences & placements
3. Marketplace Ads (Shopee & Lazada)
Optimize keyword targeting, bidding, and budget allocation


Improve product visibility, CTR, and conversion rate


Coordinate ads with:


Flash sales


Mega campaigns (e.g., 9.9, 10.10, 11.11, 12.12)


Store-level promotions and vouchers


Monitor stock levels to avoid wasted spend



4. Optimization & Scaling
Monitor daily performance (ROAS, CPA, CTR, CVR, AOV)


Scale winning campaigns while controlling CAC


Identify and stop underperforming ads quickly


Optimize spend allocation across platforms based on performance



5. Creative & Performance Insights
Translate performance data into actionable creative insights


Brief creatives, UGC creators, and copywriters on what converts


Identify winning formats, hooks, and messaging per platform


Track creative fatigue and refresh cadence



6. Reporting & Analysis
Produce daily, weekly, and monthly performance reports


Track platform-level and blended metrics (MER, ROAS, CAC)


Present insights, learnings, and next steps clearly to leadership


Recommend strategic pivots based on data



7. Cross-Functional Collaboration
Work closely with:


Growth Marketing Head


Creative Head


Copywriter


E-commerce / Marketplace Ops team


Ensure ads are aligned with brand voice and empowerment-led positioning



Qualifications & Requirements
Must-Have
2-3+ years experience managing paid ads for e-commerce brands


Proven experience running ads on:


Shopee Ads


Lazada Ads


TikTok Ads


Meta Ads


Google Ads


Experience scaling ad spend profitably


Strong communication and reporting skills


Experience managing ?500K–?3M+ monthly ad spend


Creative testing frameworks and UGC performance knowledge