Performance Marketing Manager

About Us

Mama's Choice is a trusted care brand dedicated to every stage of motherhood from pregnancy to postpartum and beyond. We offer safe, natural, and halal-certified products specially formulated for Asian mums and babies.

With a mission to make fulfilling motherhood accessible to all, we deliver high-quality essentials at reasonable prices, ensuring every mother can care for herself and her little one with complete peace of mind.

About the role

As our Regional Performance Marketing Manager, you will be the architect of our paid media strategy. You won't just manage budgets; you'll optimize the entire customer journey—from the first "thumb-stopping" creative to the final checkout. You'll play a pivotal role in reaching moms and dads across Thailand with products they can trust.

If you thrive in the fast-paced D2C space and have a passion for scaling brands that make a difference in parents' lives, this is the right opportunity for you.

1. Campaign Strategy & Execution

2. Strategize, execute, and optimize paid media campaigns across platforms including TikTok, Meta, Google Ads, LINE, and affiliate channels, with a primary focus on Direct-to-Consumer (D2C) conversion.

3. Customize campaigns specifically for the mom and baby segment through meticulous audience segmentation, lifecycle targeting, and personalized messaging.

4. Ensure a balance between Return on Investment (ROI), campaign scale, and the acquisition of profitable customers.

5. Ad Optimization & Performance Analysis

6. Monitor daily campaign performance, focusing on key metrics like CAC, ROAS, CPA, CTR, CVR, and LTV.

7. Execute structured A/B tests on creatives, target audiences, landing pages, and bidding strategies to efficiently identify and scale high-performing optimizations.
8. Drive optimization across the entire funnel (platform → landing page → checkout) to achieve elevated conversion rates.

9. Use cohort and funnel data to improve retention and increase repeat purchase frequency.

10. Creative Briefing & Collaboration

11. Collaborate with the creative and content teams to produce high-performing, mother-centric advertising formats (UGC, testimonials, product demonstrations).

12. Analyze platform-specific insights for hooks, benefits, CTAs, and offer structure.

13. Align creative angles with brand educational pillars (e.g., safety, natural ingredients, dermatologist-recommended).

14. Budget & Growth Management

15. Manage the performance marketing budget strategically to maximize profitable growth.

16. Optimise budget allocation across channels based on real-time performance data.

17. Forecast spend requirements to meet revenue targets while maintaining profitability.

18. Reporting & Data Insights

19. Develop weekly and monthly performance dashboards.

20. Derive actionable insights from analyzing cohort trends, funnel leakage, and creative fatigue.

21. Develop strategies to improve ROAS, increase LTV, and reduce CAC over time.

22. Leadership & Cross-Functional Collaboration

23. Mentor junior performance marketing talent to drive a data-driven, test-and-learn culture.

24. Collaborate closely with the marketing, commercial, eCommerce, and product teams, in addition to external agencies and platform partners.
25. Share learnings, frameworks, and best practices across markets to enhance regional execution.

• Bachelor's degree in Business, Marketing, Data/Analytics, or related field
• Minimum 3 years of performance marketing experience; eCommerce or consumer brand background preferred
• Deep understanding of acquisition funnels, ROAS/CAC economics, and methods for scaling paid channels.
• Hands-on experience across major platforms, including Meta Ads, TikTok Ads, and Google Ads, with proficiency in relevant eCommerce performance tools.
• Skilled in using analytics platforms, including Google Analytics, Tag Manager, and data visualization/attribution tools.
• Strong interpersonal skills for effective cross-functional collaboration.
• Fluent in English and Thai is essential.