Objective The Senior Digital Marketing Executive is responsible for driving ASICS Vietnam's digital commerce growth through performance marketing, digital media strategy and data-driven optimization. This role owns digital media planning, performance analysis and agency management to maximize traffic, conversion, customer acquisition and online revenue across ASICS Vietnam's digital channels. Following the transition to a locally managed operating model, this role will establish and lead ASICS Vietnam's in-house digital marketing capability, partnering closely with internal stakeholders and external agencies to deliver sustainable business growth. Responsibilities 1. Performance Marketing Strategy • Develop and execute annual and campaign-specific digital marketing strategies aligned with commercial and brand objectives. • Plan, manage and optimize media investments across paid digital channels to maximize traffic, conversion, ROAS and online revenue. • Forecast campaign performance, media budgets and business outcomes. • Partner with the Ecom team to improve website traffic, customer journey and conversion performance. • Manage digital marketing budgets and ensure efficient media investment to achieve agreed business KPIs. 2. Media & Agency Management • Lead and manage relationships with media agencies to ensure effective campaign planning, execution and optimization. • Review and challenge media strategies, audience targeting, budget allocation and performance recommendations. • Monitor agency performance against agreed KPIs and ensure campaigns deliver commercial objectives. • Lead regular media performance reviews and recommend optimization opportunities. 3. Digital Performance & Analytics • Monitor, analyze and optimize key digital performance metrics including traffic, conversion, customer acquisition, ROAS and revenue. • Translate performance data into actionable insights and recommendations to continuously improve campaign effectiveness. • Develop regular performance reports and dashboards for management. 4. Cross-functional Partnership & Campaign Enablement • Partner with Mar-com, CRM, Trade Marketing and Ecommerce teams to deliver integrated marketing campaigns. • Support digital planning and execution for product launches, brand campaigns, retail initiatives and ecommerce activations. • Ensure digital activities are delivered on time and aligned with overall campaign objectives. 5. Digital Capability & Innovation • Identify new digital marketing opportunities, technologies and industry best practices to improve marketing effectiveness. • Drive continuous improvement in campaign measurement through tracking implementation (GA, Meta, Conversion API, UTM governance, etc.). [Requirements] Qualifications & Experience • Bachelor’s degree in Marketing, Business Administration or a related field. • Minimum 4 years of experience in Digital Marketing, with strong exposure to Performance Marketing and Paid Media. • Experience managing digital media agencies and performance marketing campaigns. • Experience in retail, sporting goods, fashion, FMCG or e-commerce industries is preferred. • Experience with Google Ads, Meta Ads Manager, Google Analytics 4 or similar digital marketing platforms. Knowledge & Skills • Strong understanding of performance marketing, digital media planning and campaign optimization. • Familiarity with major digital advertising platforms and web analytics tools. • Strong analytical, commercial and problem-solving skills. • Excellent project management and stakeholder management abilities. • Ability to work independently in a fast-paced environment. • Strong written and spoken English communication skills.