Main Duties: Lead overall Digital Performance (CPC, non-paid & Affiliate), driving scalable growth, cost efficiency, and measurable business impact. Responsibilities: 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, CiR • 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 [Requirements] Requirements: • 7+ years of experience in Digital Performance / Growth Marketing • Proven experience managing multi-channel performance with large budgets • Strong command of performance metrics: CPA, ROAS, CAC, LTV, attribution • Experience building and scaling an Affiliate channel or partnership-based growth model • Proficient in Google Ads, Meta Ads, TikTok Ads, and Apple Search Ads (ASA) • Solid understanding of tracking and data tools: Firebase, AppsFlyer, GA4, GTM • People management experience (Team Lead level or above), with strong leadership and stakeholder management skills • Strategic, data-driven mindset with the ability to connect marketing activity to business impact • Prior experience in ride-hailing, e-commerce, fintech, or super-app industries is a strong plus