Campaign Operations Optimization Lead

1 week ago

Ho Chi Minh City, Ho Chi Minh, Vietnam GSM - Xanh SM Full time $60,000 - $120,000 per year

Responsible for developing strategies, planning, and executing growth campaigns to optimize business performance (GMV, orders, CR, AOV) through close collaboration with Marketing, Growth, Sales, and Operations teams.

This role plays a central part in translating business goals into effective commercial campaigns that are feasible, measurable, and scalable.

1. Strategy & Campaign Planning

  • Develop monthly/quarterly/yearly campaign strategies aligned with business objectives (GMV, orders, user growth, retention, etc.).
  • Propose campaign frameworks: Thematic | Always-on | Daypart | Brand Partnership | Merchant Cofunded.
  • Identify key growth drivers (AOV uplift, traffic conversion, merchant participation rate, etc.).
  • Set targets and forecasts for each campaign by merchant group, location (POI), and customer segment.

2. Campaign Management & Execution

  • Design campaign mechanics and structure: discount logic, co-funded model, traffic allocation, visibility assets (banners, modules, push notifications, etc.).
  • Collaborate with Marketing, Growth, Merchant Acquisition, and Data teams to execute, monitor, and optimize campaigns in real-time.
  • Proactively manage marketing and merchant co-funding budgets to ensure ROI and GMV contribution.
  • Work with brand partners (KA, Enterprise, Longtail merchants) on co-funded programs, brand activations, and partnerships.

3. Performance Analysis & Reporting

  • Track and analyze campaign KPIs across the funnel: traffic – select – checkout – complete order.
  • Evaluate performance by merchant group / location / campaign type and propose optimization strategies.
  • Build Post-Campaign Reports and a Learning Hub to standardize insights and apply them to future campaigns.

4. Campaign Operations & Process Optimization

  • Establish SOPs for campaign planning – execution – reporting across relevant teams.
  • Work with the Data Team to build dashboards for campaign performance tracking and fast decision-making.
  • Propose and implement A/B testing on pricing, messaging, creatives, and time slots.

Requirements:

  • Minimum 5–8 years of experience in: E-commerce Campaign Planning, Growth Strategy, Trade Marketing, or Category Management.
  • Understanding of the merchant ecosystem (KA, SME, longtail) and co-funded/partnership marketing models.
  • Prefer candidates with experience in F&B delivery, online retail, digital commerce, or multi-channel campaign operations.
  • Strategic & systems thinking: understanding the relationship between campaign – user – merchant – business metrics.
  • Data analysis & insights: proficient in Excel / Google Sheets / Data Studio / BI tools for performance tracking.
  • Project management: capable of coordinating multiple stakeholders (Sales, Marketing, Ops, Data).
  • Commercial mindset: understanding of P&L, co-funding costs, ROI, and impact on GMV.
  • Strong communication & presentation skills, with the ability to persuade and inspire teams.

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