Regional Performance Marketing Manager - Mama's Choice, Thailand

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 across four key Southeast Asian markets: Thailand, Malaysia, the Philippines, and Vietnam. Sitting in our Bangkok hub, you won't just manage siloed budgets; you'll optimize the entire cross-border customer journey from the first thumb-stopping creative to final checkout. You'll play a pivotal role in scaling our D2C brand and reaching parents across the region with products they can trust.

If you thrive in the fast-paced D2C space, understand cross-border e-commerce dynamics, and have a passion for scaling brands across diverse SEA markets, this is the right opportunity for you.

Roles and Responsibilities

Regional Strategy & Multi-Market Execution

• Strategize, execute, and oversee paid media campaigns across Meta, TikTok, Google Ads, LINE (TH), and local affiliate networks across Thailand, Malaysia, Philippines, and Vietnam, with a primary focus on Direct-to-Consumer (D2C) conversion.
• Customize localized campaigns for the mom and baby segment, accounting for varying consumer behaviors, purchasing power, and nuances across the four distinct markets.
• Establish standardized regional performance frameworks while ensuring localized execution matches market-specific nuances (e.g., localized payment methods, platform preferences, and seasonal mega-sales like 11.11 / 12.12).

Cross-Border Budget & Growth Management

• Strategically manage the regional performance marketing budget, dynamically shifting capital allocation across countries based on real-time ROAS, market saturation, and localized customer acquisition costs.
• Forecast spend requirements and cross-border revenue targets to achieve profitable growth metrics (CAC, ROAS, LTV) at both a country-specific and regional level.

Funnel Optimization & Performance Analytics

• Monitor daily regional campaign performance, implementing a unified data culture to track and analyze key funnel metrics (CAC, ROAS, CPA, CTR, CVR, and LTV) across all four markets.
• Drive localized funnel optimization (platform → landing page → checkout) to minimize funnel leakage specific to each country's e-commerce setup.
• Utilize regional cohort data to identify trend anomalies between markets, scaling successful frameworks from one country to another.

Creative Localization & Briefing Direction

• Collaborate with regional and local creative/content teams to guide the production of high-performing, mother-centric localized advertising formats (UGC, testimonials, demonstrations).
• Analyze cross-market creative insights to determine which hooks, CTAs, and offer structures resonate in specific countries versus what can be scaled regionally.

Leadership & Agency Management

• Oversee, mentor, and upskill local performance marketing specialists or manage local agency partners across the four markets to ensure alignment with regional brand standards and performance targets.
• Act as the primary regional point of contact for platform partners (Meta, TikTok, Google) to leverage regional betas, support, and joint business plans.

Requirements

• Bachelor's degree in Business, Marketing, Data/Analytics, or a related field.
• Minimum 5 years of performance marketing experience, with a proven track record of managing multi-market or regional portfolios within Southeast Asia (eCommerce or D2C consumer brand background heavily preferred).
• Deep understanding of acquisition funnels, cross-border ROAS/CAC economics, and localized digital ecosystems across TH, MY, PH, and VN.
• Hands-on expertise in scaling paid channels via Meta Ads, TikTok Ads, and Google Ads, alongside advanced proficiency in Google Analytics, Tag Manager, and data attribution tools.
• Strong leadership and cross-functional communication skills to manage stakeholders across different time zones and cultures.
• Fluency in English is required for regional market management and reporting; professional proficiency in Thai is essential for local office collaboration and stakeholder alignment in the Bangkok hub.