Paid Media Lead

SUMMARY:
PAID MEDIA LEAD - CAPE TOWN

POSITION INFO:
The main purpose of the role:
The Paid Media Lead will oversee and execute strategies designed to drive high-quality traffic to the app and increase orders placed through the app, including first-time buyers. Operating within a fast-paced on-demand delivery app environment that connects users to restaurants, grocery stores, retailers, and more, this role focuses on achieving measurable results tied directly to traffic, orders, revenue, and market share. 
The ideal candidate will be data-driven, innovation-oriented, and skilled at managing large-scale paid media efforts across various channels, aligning all traffic generation initiatives with business goals.
Responsibilities:

• Paid Media Strategy Development: Create and oversee a cohesive paid media strategy that aligns with the broader marketing and business objectives, focusing on both user acquisition and retention. 
• App Traffic Growth: Drive initiatives to increase app traffic that translates into order placements, including targeting first-time buyers and reactivating lapsed users. 
• Campaign Execution: Plan, execute, and optimise multi-channel paid acquisition campaigns across search, social, display, programmatic, and other platforms to drive revenue and order targets.
• Cost Efficiency Management: Manage and optimise effective Cost Per Order (CPO) while ensuring channel efficiency and return on investment (ROI). 
• Market Share Expansion: Utilise paid media strategies to expand the app's market share and secure its competitive positioning across different markets/regions.
• Cross-Functional Collaboration: Work closely with internal teams such as creative, analytics, CRM, and product teams to coordinate and improve campaign effectiveness. 
• Audience Targeting and Segmentation: Leverage data to identify and refine key customer segments, ensuring personalised and relevant ad experiences to maximise conversion rates. 
• Agency and Vendor Management: Lead partnerships with external agencies or vendors to ensure the delivery of high-performing paid advertising campaigns. 
• Performance Analytics: Develop and maintain reporting systems to monitor campaign performance, traffic metrics, market share data, and achievement of revenue/order growth targets.
• Innovation and Trends: Stay ahead of digital advertising trends, tools, and platforms to ensure the company leverages state-of-the-art technologies and tactics.

• A tertiary degree is required, preferably within Marketing, Statistics, Mathematics or Computer Science
• Minimum of 5-7 years of experience in managing large-scale paid media campaigns, ideally within an on-demand, e-commerce, or app-focused environment.
• Strategic paid media campaign development and execution across multiple channels including search, social, display, and programmatic platforms to drive app traffic and order growth.
• Data-driven performance optimisation with strong analytical skills to monitor campaign metrics, optimise cost-per-order efficiency, and achieve ROI objectives.
• Leadership and cross-functional collaboration experience to manage teams and work effectively with creative, analytics, CRM, and product teams.
• Deep technical expertise in digital advertising platforms such as Google Ads, Meta Ads, and attribution models within app-focused or e-commerce environments.
• Innovation-focused approach to stay ahead of digital advertising trends and leverage emerging technologies while maintaining cost efficiency and revenue targets.
• Deep understanding of digital advertising platforms (Google Ads, Meta Ads, programmatic channels, etc.) and attribution models.
• Strong analytical and problem-solving skills; ability to interpret campaign performance data and derive optimisations that boost performance.
• Experience managing and motivating a team, with the ability to work cross-functionally and inspire
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• High level of precision and care when designing and monitoring campaigns to ensure quality and compliance.
• Ability to think creatively and adapt to rapidly changing environments while staying ROI-focused.
• Demonstrable knowledge of trends, challenges, and opportunities in the on-demand app/delivery space