Assistant Manager, Paid Media - Thailand at Grab in Bangkok

Job description

Get to Know the Team Our team drives Grab's growth by optimizing media spend, aligning resources, and building campaigns. We collaborate across Marketing, Operations, Media Partners and Agencies to ensure seamless execution and successful product launches. With expertise in Paid Media, we maximize campaign efficiency and ROI through data-driven insights. Our end-to-end campaign management ensures every media touchpoint aligns with Grab's goals. Through cross-channel integration, we create a cohesive presence across digital, OOH, TV, and radio, directly affecting Daily Transacting Users (DTUs) and brand awareness. Get to Know the Role 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. You will partner with Marketing team to understand OOH plan and media selection and connect offline activity to delivery integrated campaigns. You will help drive user acquisition, GMV, cross-product adoption and reactivation while identifying opportunities to improve media efficiency and business growth. You will report to Manager, Paid Media Thailand and based onsite in Grab Office. The Critical Tasks You Will Perform 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 a