Senior Digital Manager

Lead overall Digital Performance (CPC, non-paid & Affiliate), driving scalable growth, cost efficiency, and measurable business impact.

1. Define strategy & growth roadmap

• Build the quarterly/yearly Digital Performance strategy aligned with business and category goals
• Drive a test-and-learn roadmap across channels (creative, audience, bidding, affiliate model, incentive structure)
• Identify and develop new growth channels (new ad platforms, affiliate models, partnerships)
• Proactively propose growth initiatives: growth hacks, funnel optimization, pricing/incentive impact

2. Own end-to-end Digital performance

• Own the performance of CPC channels (Meta, Google, TikTok, ASA) and the Affiliate network; optimize channel mix and budget allocation against growth, CAC, and ROI targets
• Track and own key metrics: Traffic, CPA, ROAS, CAC, LTV, RFT
• Set the direction for scaling high-performing channels and cutting underperforming ones

3. Lead the Affiliate channel

• Build and develop the overall Affiliate strategy: network, publisher mix, incentive scheme, commission structure
• Manage and optimize performance of Affiliate partners
• Monitor and control traffic quality: fraud, duplicates, low-quality users
• Work cross-functionally to optimize funnel and conversion for Affiliate traffic
• Scale Affiliate into a major, sustainable, and cost-efficient growth channel

4. Data, attribution & decision-making

• Guide the measurement stack: Firebase, AppsFlyer, GA4, data warehouse (as needed)
• Ensure data accuracy and consistency across channels (CPC vs. Affiliate vs. CRM)
• Build management-level dashboards and reporting; turn data into insight that drives strategic decisions

5. Budget management & investment efficiency

• Manage a large-scale, multi-channel Digital Performance budget
• Track spend, forecasts, and investment efficiency on a monthly/quarterly basis
• Partner with Finance on payment control, payables, and cash flow optimization
• Ensure marketing spend efficiency at the P&L contribution level