Job Description

The Paid Media Strategy Lead is responsible for defining and leading Dermorepubliq’s overall paid media strategy across all digital channels and platforms. This role owns the performance marketing agenda — building and optimizing full-funnel paid campaigns on TikTok Ads, Shopee Ads, Lazada Sponsored Solutions, Google and YouTube Ads, and Meta — to drive brand visibility, customer acquisition, and GMV growth.

As the head of the Performance Marketing team, the Paid Media Strategy Lead sets the strategic direction for paid media investment, leads rigorous A/B testing programs, and bridges data, content, and affiliate teams to ensure ads are fully optimized and commercially effective. This role demands a data-driven leader with platform depth, strong cross-functional influence, and the ability to translate insights into scalable paid media systems.

KEY RESPONSIBILITY

• • Paid Media Strategy & Leadership
• ◦ Own and lead the overall paid media strategy for Dermorepubliq across TikTok Ads, Shopee Ads, Lazada Sponsored Solutions, Google Ads, YouTube Ads, and Meta campaigns.
• ◦ Define channel investment priorities, budget allocation frameworks, and performance benchmarks across all platforms.
• ◦ Develop full-funnel paid media strategies that cover awareness, consideration, conversion, and retention objectives.
• ◦ Lead the Performance Marketing team, setting clear goals, managing workload, and driving team capability development.

• • Campaign Planning & Execution Oversight
• ◦ Oversee the setup, execution, and optimization of paid campaigns across all platforms.
• ◦ Ensure campaigns are structured to deliver on brand and commercial KPIs including ROAS, CPM, CPC, CVR, and GMV contribution.
• ◦ Establish quality standards and review processes for campaign setup, targeting, and creative trafficking.
• ◦ Manage campaign pacing, budget utilization, and bid strategy to maximize efficiency and output.

• • A/B Testing & Optimization
• ◦ Lead a structured A/B testing program across creatives, audiences, hooks, landing pages, and bidding strategies.
• ◦ Build a culture of continuous testing and data-driven optimization within the team.
• ◦ Identify top-performing ad formats, creatives, and targeting parameters for scaling.
• ◦ Document testing learnings and translate them into actionable playbooks for the team.

• • Data, Content & Affiliate Integration
• ◦ Connect paid media data with the Content and TikTok Strategy teams to ensure organic and paid efforts are aligned and mutually reinforcing.
• ◦ Collaborate with the Affiliate team to integrate affiliate-driven content into paid amplification strategies (e.g., Spark Ads).
• ◦ Leverage performance data to surface insights that inform content production priorities and creative direction.
• ◦ Partner with Analytics to build dashboards and reporting frameworks that provide real-time visibility on paid media ROI.

• • Platform & Market Intelligence
• ◦ Stay ahead of platform updates, algorithm changes, and new ad product launches across all managed channels.
• ◦ Monitor competitive paid media activity and identify opportunities to gain share of voice and conversion.
• ◦ Provide strategic recommendations to the Marketing Director on channel investment and emerging platform opportunities.

• • Cross-Functional Collaboration
• ◦ Align paid media strategies with Brand & Products, TikTok Content, PR & Affiliate, and Marketing Operations teams.
• ◦ Collaborate with Category Managers to ensure paid campaigns support category-level commercial priorities.
• ◦ Work with platform partners (TikTok, Meta, Google, Shopee, Lazada) to unlock co-marketing and beta opportunities.

QUALIFICATION AND REQUIREMENTS

Education

• • Bachelor’s degree in Marketing, Business, Communications, or related field.

Experience

• • 5+ years of experience in paid media, performance marketing, or digital advertising.
• • Proven expertise managing paid campaigns across TikTok Ads, Meta, Google/YouTube, and marketplace platforms (Shopee, Lazada).
• • Demonstrated track record of driving measurable ROAS, GMV, and acquisition results through paid media.
• • Experience leading or mentoring a performance marketing team.
• • Background in beauty, FMCG, e-commerce, or retail is a strong advantage.

SKILL AND COMPETENCIES

Technical Skills

• • Mastery of TikTok Ads Manager, Meta Ads Manager, Google Ads, and marketplace ad platforms (Shopee, Lazada)
• • Full-funnel paid media strategy and campaign architecture
• • A/B testing design, execution, and analysis
• • Performance data interpretation and budget optimization
• • Attribution modeling and cross-channel analytics
• • Proficiency in reporting tools such as Looker Studio, Google Sheets, or equivalent

Soft Skills

• • Strategic thinker with strong execution follow-through
• • Data-driven decision-maker with commercial acumen
• • Strong leadership and team development skills
• • Effective communicator with the ability to translate data into strategic narratives
• • Collaborative and highly cross-functional, able to work across brand, content, and commercial teams

WORK ENVIRONMENT

• • Hybrid work setup based in Eastwood.
• • High involvement during campaign launches, mega-sale events, and peak commercial periods.
• • Fast-paced, performance-driven environment with direct accountability for paid media ROI.

EQUAL OPPORTUNITY STATEMENT

Dermorepubliq is an equal opportunity employer and is committed to creating an inclusive environment for all employees.