Job Purpose
The Performance & Analytics Manager is responsible for consolidating data across paid, owned, and earned channels to provide actionable insights, performance dashboards, and ROI analysis. This role ensures the organization makes data-driven decisions and continuously improves media and social effectiveness.
This role also takes a performance-media-heavy role focused on driving digital efficiency across True's owned digital properties (App, Website, Online Store). The role manages funnel-based planning, acquisition, remarketing, and conversion campaigns to deliver measurable business outcomes such as sign-ups, purchases, usage, and digital adoption.
Key Responsibilities
Performance Media Strategy & Execution (25%)
- Design lower-funnel performance strategies focused on conversion, acquisition, and digital adoption across True's owned properties (App, Website, Online Store)
- Own conversion KPIs including CVR, CPI, CAC, ROAS, add-to-cart rate, and landing page traffic; build audience strategies including remarketing, lookalikes, CRM segments, and app-based targeting
- Manage always-on performance campaigns across Meta, Google, App Ads, Programmatic, and Affiliate networks; ensure tracking, tagging, pixels, and deep links are correctly implemented with App/Website teams via AppsFlyer or equivalent MMP
Performance Measurement & Dashboarding (20%)
- Build and maintain unified dashboards across media, social, and brand performance.
- Track KPIs daily/weekly/monthly and provide actionable insights to stakeholders.
Campaign & Always-On Analytics (20%)
- Conduct deep-dive analysis for campaigns and always-on media.
- Provide optimization recommendations based on data signals.
ROI & Investment Analytics (15%)
- Support budget allocation through ROI analysis, attribution insights, and MMM (when applicable).
- Evaluate platform performance and audience effectiveness.
Partnership with Cross-Functional Teams (10%)
- Collaborate with media planners, social team, product owners, and brand leads.
- Work with research and insights teams to connect brand tracking with media metrics.
Innovation & Experimentation (10%
- Design A/B tests and pilots for new platforms and formats.
- Build measurement frameworks for new initiatives.
Qualification and Experience
- Bachelor's or Master's degree in Marketing, Communications, Business, or related field.
- 5–8 years in analytics, media performance, data insights, or measurement.
- Strong understanding of digital media channels (Meta, Google, TikTok, Programmatic) and mobile measurement platforms (AppsFlyer, Adjust, or equivalent MMP).
- Innovative, creative, and can-do mindset.
- Analytical mindset with basic ability to read reports and identify insights.
- Strong skills in data visualization tools (Data Studio, Tableau, Power BI).
- Experience with media metrics (CPM, CPC, ROAS, VTR) and brand metrics (reach, equity, uplift).
- Highly analytical with strong communication skills.
- Hands-on experience with AppsFlyer including SDK integration understanding, dashboard reporting, cohort analysis, attribution configuration, and fraud protection settings.
- Good communication and stakeholder management skills.
- Strong project management skill and able to handle multi campaigns within tight timeline.
- Experience in telco, FMCG, or performance-driven industries is a plus.
