Assistant Manager, Paid Media - Thailand

Grab is Southeast Asia's leading superapp, offering various services such as food delivery, financial management, and transportation.

You will lead paid media strategy and operations for Grab's Mobility, Mart, and OneGrab businesses in Thailand, covering online media planning, performance optimization, and execution governance in close partnership with the media agency.

Responsibilities

• Media Strategy and Planning
• Translate business and marketing briefs into media plans across online channels for Mobility, Mart, and OneGrab.
• Lead online media strategies across channels such as Meta, Google, TikTok, programmatic, ad networks, OEMs, and local publishers.
• Define campaign goals, audience and city segments, budget allocation, pacing, caps, KPIs, and measurement plans.
• Partner with Marketing and Operations to align media with local growth opportunities.
• Support OOH media selection and connect offline activity with online strategy and execution.

• Performance Optimization & Test-and-Learn
• Monitor campaign performance against metrics, such as reach, sessions, orders, cost per session, and business targets, identifying trends, gaps, and optimization opportunities.
• Optimize budgets, bids, audiences, creatives, placements, and city splits to improve performance and reduce waste.
• Lead structured test-and-learn projects across channels, audiences, creatives, formats, and platform capabilities.
• Explore new opportunities such as creator-led content, social-first formats, DOOH integrations, OEMs, ad networks, and local publishers.
• Evaluate test results and develop new hypotheses and alternative test agendas when previous tests do not deliver the expected outcome.
• Work with the agency to turn performance insights into relevant recommendations and strategies.

• Campaign Execution and Agency Governance
• Govern daily online campaign execution with the agency, including campaign setup, naming, tracking links, events, placements, QA, pacing, and budget controls.
• Review media plans and post-campaign reports to ensure accurate execution and meaningful insights.
• Resolve campaign risks, leakages, and misfire promptly.
• Work with Meta, Google, and other media partners on business reviews and growth opportunities.

• Stakeholders & Agency Management
• Translate technical media concepts and performance results into clear business recommendations.
• Partner with Finance on budget forecasting, accruals, reconciliation, and spend tracking.
• Maintain accurate budget trackers, monitor spend against plan, and flag over- or underspend risks with recommendations for reallocation, scope changes, or campaign pauses.
• Collaborate with Growth Planning, Martech, and Analytics teams to ensure tracking integrity, experiment design, data quality, and dashboard usage.

• Reporting, Budget & Governance
• Produce regular reports covering results versus targets, causes, risks, mitigations, and next steps.
• Maintain accurate budget trackers, monitor spend against plan, and flag over- or underspend risks with recommendations for reallocation, scope changes, or campaign pauses.
• Maintain media guideline and documentation for online execution, testing, and integrated campaigns.
• Ensure compliance with platform policies and Thailand advertising regulations.

Qualifications

• 5+ years of experience managing paid media campaigns across multiple platforms.
• Expertise in Google Ads, Meta Ads Manager, and TikTok Ads.
• Experience developing online media strategies and managing agency-led campaign execution.
• Experience working with integrated online and offline media campaigns, particularly OOH.
• Turn data into relevant recommendations.
• Creative and structured approach to developing test-and-learn hypotheses and new growth opportunities.
• Experience optimising campaigns and improving performance and ROI.
• Experience managing marketing and media budgets, including forecasting, pacing, and reconciliation.
• Project management, communication, and stakeholder management skills.
• Familiarity with AppsFlyer, Google Analytics, or similar measurement tools.
• Fluency in Thai and English.