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[HCM] Senior Ecommerce & Digital Media Executive

Pizza Hut Việt Nam · Ho Chi Minh Office (Văn phòng Hồ Chí Minh), Hồ Chí Minh
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Type
Full-time
Work mode
On-site
Level
Staff
Industry
Marketing / PR
Department
Marketing (Tiếp thị)
Salary
Thương lượng
Location
Ho Chi Minh Office (Văn phòng Hồ Chí Minh), Hồ Chí Minh

Overview

  • Digital media budget & management
  • User acquisition, journey & funnel analysis
  • Data & event tracking / attribution across Web, App, and Media/Analytics platforms
  • App/Web UX/UI design and its performance
  • Plan, execute, and report on digital media across Google, Meta, TikTok, and other ad networks - covering branding, performance, and app-install campaigns - to drive user acquisition, targeting, and sales; own the media budget and continuously reallocate it toward what‘s working.
  • Own the full traffic-to-purchase funnel: analyze discovery/intent behavior and ordering-funnel drop-off (using GA4 funnel exploration), and pinpoint exactly where and why customers abandon their order, broken down by user segment.
  • Build and maintain the team‘s media and funnel performance dashboards, automating recurring reports so decisions are made on live data rather than one-off pulls.
  • Own the accuracy of the tracking and attribution stack - run monthly tag audits across GA4, Firebase, and AppsFlyer, reconcile discrepancies between Web and App data, and proactively flag tracking breaks (e.g. a sudden drop in Web conversion rate) before they distort budget decisions.
  • Run structured, ongoing A/B tests on media creative, landing pages, and funnel steps to continuously improve conversion, rather than relying on one-off guesses.
  • Continuously benchmark Pizza Hut‘s digital media and App/Web experience against food-aggregator apps (GrabFood, ShopeeFood, GreenSM) and direct competitors, not just internal trend.
  • Work closely with the Senior Online Campaign & Promotion Executive to align promotion timing with paid media and retargeting pushes, so campaigns launch in sync with acquisition activity rather than in isolation.
  • Collaborate with the Data & Technology (DTS) team to scope, prioritize, and implement new Web/App functionality, and UX/UI enhancements, ensuring consistent UX/UI principles and Brand Guideline.
  • What Success Looks Like
  • Media performance efficiency: Sales, Traffic, ROAS, CR%, ER%, VTR%
  • Traffic & funnel conversion rate
  • UI/UX issue resolution rate
  • Data accuracy: reporting, dashboards, tagging, attribution
  • Competitor benchmark position
  • What You‘ll Bring
  • 4+ years of experience in performance marketing and/or ecommerce growth roles, ideally within F&B, retail, or a D2C/ecommerce business
  • Hands-on experience managing paid media at scale (Meta Ads Manager, Google Ads, TikTok Ads Manager)
  • Working knowledge of mobile attribution and analytics tools (AppsFlyer, GA4, Firebase, Fullstory, Braze) - experience with an app-based business is a strong plus, since App is a primary revenue channel here
  • Understanding of D2C app-growth mechanics: deferred deep-linking, install funnels, and CPI/CPA benchmarks in the Vietnam app market
  • Familiarity with ecommerce/app funnel benchmarks, and the ability to diagnose conversion problems from data rather than guesswork
  • UX literacy specific to ecommerce checkout flows (cart, payment, promo code application) - you don‘t need to be a designer, but you need to be able to spot and help fix what‘s broken
  • Data-driven mindset with the ability to build your own dashboards and reports (proficiency in tools such as Excel, Power BI, Looker, or GA4 expected)
  • Nice to Have
  • Experience in a multi-channel F&B or retail business where an owned digital channel operates alongside food-aggregator or marketplace partners
  • Experience with a CDP (Customer Data Platform) or marketing automation tool
  • Basic proficiency in Figma or similar design tools

Summary of facts from the official posting. View original ↗

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