Position Responsibilities
To own ZUS App's full growth stack — new acquisition levers, paid media execution, and CRM/ lifecycle retention — with growth strategy and performance marketing execution as the two primary, roughly equal-weighted mandates, and CRM as the smaller retention layer underneath.
Growth (40%)
- Identify and test new acquisition levers beyond paid media — referral programs, partnership-driven growth, in-app viral loops tied to app features
- Own the experimentation roadmap for activation/ onboarding improvements that lift install-to-transaction conversion
- Set growth targets and forecasts for app user base expansion tied to new store openings
- Partner with Product/App team on growth features (referral, sharing, gamification) that reduce long-run reliance on paid spend
Performance Marketing (40%)
- Plan and buy paid social/display (Meta, TikTok, GDN) with app installs and new-to-app acquisition as the primary KPI
- Continuously optimize live ad campaigns — bid strategy, budget reallocation, audience/targeting refinement, and creative rotation based on daily/weekly performance, not just launch-and-report
- Monitor performance daily — maintain a live dashboard across CAC, ROAS, spend pacing, and funnel drop-off; flag underperforming campaigns fast enough to reallocate budget within the same week
- Run A/B tests on acquisition creative, onboarding flow, and first-purchase offer mechanics; report CAC, ROAS, and install-to-transaction conversion
- Own full-funnel performance marketing budget allocation and channel mix optimization across all paid channels
CRM (20%)
- Plan and execute the CRM lifecycle calendar (welcome series, reactivation/win-back, churn-risk triggers, birthday/loyalty-tier offers)
- Own the PN / EDM / in-app banner & pop-up content calendar, synced with promo mechanics, new outlet openings, and seasonal campaigns
- Segment the user base (RFM/behavioral) to target retention offers that lift PSPD and frequency without over-discounting
- Manage the CRM/marketing automation platform
Qualification and Experience
- 3–5 years in growth or performance marketing, ideally F&B, retail, or e-commerce
- Hands-on experience with Meta Ads Manager, TikTok Ads Manager, and Google Display Network — non-negotiable
- Experience running growth experiments/testing roadmaps outside paid media (referral, lifecycle, product-led growth) is a strong plus
- CRM/marketing automation platform experience (e.g., MoEngage, CleverTap, Braze) is a plus, not a prerequisite
- Strong with Excel/data for funnel analysis, segmentation, and campaign reporting
- Thai native, working proficiency in English
a Necessity, not a Luxury
