Vice President, Head of Campaign

Role Overview

The Head of Campaign Management leads the end-to-end strategy, planning, design, execution, and optimization of campaigns across Lazada. This role ensures alignment between business objectives, category priorities, marketing activities, commercial execution, and customer engagement strategies to drive traffic, conversion, and category growth. The position requires strong leadership, data-driven decision-making, and close collaboration with Commercial, Marketing and other operations teams.

Key Responsibilities

1. Campaign Strategy & Planning

2. Manage the successful design, cross-functional coordination, and execution across multiple stakeholders to deliver Campaign GMV Uplift and Target Achievement

3. Develop overall Campaign Strategy (Platform Campaigns, Category Campaigns, Brand Day) and annual and quarterly campaign calendars aligned with key commercial events (e.g., 11.11, 12.12, New Year, Pay Day, category & Brand mega days).
4. Define campaign objectives, performance metrics, and budgets in collaboration with management and category teams.
5. Design and manage seller investment requirements for campaign participation, including product discounts, seller mechanics (e.g., seller vouchers, flexi combos), and co-funding mechanisms (e.g., Free Shipping, campaign vouchers). Identify optimal hunting channels and solutions to minimize operational workload for both Commercial and seller teams.

6. Lead cross-functional planning to ensure category, creative, CRM, and media teams deliver a unified campaign experience.

7. Campaign Execution & Operations

8. Oversee end-to-end campaign delivery and own campaign delivery and results — from campaign strategy planning and design, opportunity analysis basis performance and demand trends, briefing, operation and supply readiness, and promotional mechanics through to performance tracking and management.

9. Ensure on-time and flawless campaign launches across all channels (website, app, social media, paid ads, affiliate, influencer marketing).

10. Manage campaign operational workflow and ensure all stakeholders meet deadlines.

11. Optimization & Performance Management

12. Monitor campaign KPIs (traffic, conversion plus other engagement KPIs) and analyze intraday and post-campaign reports to optimize and improve performance

13. Identify performance drivers, insights, and improvement areas for future campaigns, lead strategizing and coordinate execution and readiness across commercial, User Incentive and Traffic, BI, Marketing, and other domains

14. Cross-functional Leadership

15. Partner with Regional, Commercial, and Growth teams to ensure campaigns support product and customer acquisition goals – lead own relevant functions including Deal Hunting & Platform/Category Campaign team in readiness preparation

16. Collaborate with tech and product teams to enhance campaign tools, personalization, and automation capabilities.

17. Team Leadership & Development

18. Lead, mentor, and develop a high-performing campaign management team (5 N-1, 50 people total)

19. Build a culture of collaboration, innovation, and continuous improvement.
20. Set clear KPIs and drive accountability for execution excellence.

Qualifications

• Bachelor's or Master's degree in Marketing, Business Administration, or a related field.
• 5+ years of experience in campaign management, digital marketing, or e-commerce — with at least 3 years in a leadership role.
• Proven track record managing large-scale campaigns across multiple channels and platforms.
• Strong analytical mindset with ability to translate data into actionable insights.
• Excellent communication and stakeholder management skills.
• Experience working in fast-paced, high-growth e-commerce environments
• Proficiency in campaign analytics tools, CRM systems, and digital ad platforms (Google, Meta, TikTok).
• Proactive attitude with excellent problem-solving abilities.
• Strong teamwork and communication skills, with the ability to build relationships across diverse backgrounds and cultures.