Join GoWabi to lead the next phase of our paid growth and shape how we scale customer acquisition across Thailand and beyond. You will own the paid acquisition engine end to end: setting direction, leading execution, and leveling up how we operate across channels, creative, and measurement. Your mission is to grow new customers at scale while improving ROAS and CAC, unlocking new segments, new markets, and new paid channels, and building a strong team and operating system that moves fast with confidence.
This role combines leadership with hands-on depth. You will set priorities, raise the bar on performance and experimentation, and ensure tracking and reporting are reliable across multiple data sources (ad platforms, AppsFlyer, backend, and supporting tools) so every decision is clear, fast, and measurable. Expats are welcome.
Highlights
- Lead and grow a high-performing paid team with clear priorities and measurable impact
- Drive scalable acquisition growth by expanding segments, geos, and paid channels
- Strong data-driven approach across multiple data sources, turning insights into action
- Elevate creative performance through rapid testing, iteration, and AI supported workflows
What you will drive
- ROAS, CAC, New Customers, Orders, Revenue
- Scalable growth by expanding new customer segments, new markets, and new paid channel opportunities
- A clear, trusted performance view across multiple data sources, translating mixed signals into insights and actions that unlock performance and new opportunities
- Stronger creative performance through insight-led iteration, faster testing, and AI supported workflows
What you will do
- Own paid acquisition strategy and execution across Meta, Google, TikTok, UAC, and other relevant platforms
- Scale campaigns and budgets by finding incremental opportunities, not only optimizing existing setups
- Expand into new paid channels and placements, evaluate channel fit, and build test-to-scale playbooks
- Identify and grow new customer segments and new geo opportunities with structured testing plans
- Lead weekly experimentation across creative, audience, bidding, and funnel changes with clear hypotheses and learnings
- Step in hands-on when needed: campaign build, pacing, optimization, troubleshooting, and QA of setups
- Turn performance insights into creative direction and stronger briefs for design and content teams
- Build lightweight reporting that reconciles platform data, AppsFlyer, and backend outcomes, and share actionable weekly updates
- Own tracking QA and change management: events, attribution links, UTMs, post-release checks, and ongoing data health
- Drive innovation and efficiency through automation and AI, especially for ad creative testing, iteration, and insight generation
What we are looking for
- 5+ years in performance marketing or paid acquisition, with experience leading and growing a paid team (expats are welcome)
- Strong hands-on expertise in Meta and Google Ads, plus TikTok or UAC preferred
- Demonstrated results improving ROAS and CAC while scaling new customer volume, with clear before/after metrics and timeframes
- Strong analytical skills and confidence working with mixed data sources and imperfect reporting
- Solid understanding of attribution and measurement (AppsFlyer or similar) and tracking QA practices
- Comfortable building clear models and analysis in Google Sheets or Excel
- Proactive, independent decision-maker with strong judgment and clear communication
Nice to have
- Experience launching or scaling new paid channels or formats beyond the core mix
- Experience using AI or automation to improve creative output, testing speed, or performance workflows
What success can look like in this role
- You make strong, data-driven decisions independently and move fast with clear direction
- You expand growth by testing new channels, new geos, and new audience segments, then scaling what works
- You refresh and improve creatives proactively, using performance insights and AI tools to accelerate iteration
- You create measurable impact through new revenue opportunities, not only optimization of existing campaigns
