Ad Tech Lead for Performance Marketing

Ad Tech Lead for Performance Marketing

Location: Singapore

Type: Full-time

Job Summary

Regional User Growth runs paid media, CRM and martech, growth planning and analytics across Southeast Asia. Our performance media team manages a large multi-market budget across Google, Meta, TikTok and third-party networks, and builds internal tools for media and creative automation. As our businesses expand into e-commerce, catalog and affiliate advertising, and as more optimization moves to platform and in-house automation, the quality of our measurement and conversion signals has become a core driver of media performance. You will own the accuracy and design of the data that our paid media decisions and platform optimization depend on and Conversion rate optimization by improving paid media funnel ( identifying drop offs, design A/B tests and suggesting ways to fix it) . The role has no direct reports at the start. You will set the standards, make the calls on methodology, and lead the work through our analytics and engineering teams, who will commit agreed capacity to it.

Responsibilities

Attribution and measurement methodology

• Define the attribution house view for paid media: attribution and re-engagement windows, rules by business line and campaign type, and how they reflect our commercial needs.
• Decide which data source is the source of truth for each type of decision, and set acceptable variance across MMP, platform and internal data.
• Own the relationship with our MMP (AppsFlyer), including configuration, escalations and its limits. Assess whether and when we should build attribution logic in-house on top of MMP data.
• Work with analytics on incrementality testing and how its results inform attribution and budget decisions.

Conversion Funnel Optimization

• Understand the current funnel for paid media, identify drop off points and the reasons.
• Work with paid media and vertical teams to improve the conversion rates to solve for the reasons identified for drop offs..
• Establish A/B test on various deeplinks to improve conversions via various deeplinks

Conversion signal governance

• Own the taxonomy of paid media events: which events we send to which platforms, how they are defined, and how they map to business value.
• Run periodic reviews of signal quality and retire, consolidate or redesign events as needed.
• Set the standards for CAPI, SDK and postback implementation across platforms.

Ad tech infrastructure

• Set and maintain the regional deep link standard, including routing, fallback and deferred deep linking.
• Assess and lead technical enablement of new ad products, starting with catalog and affiliate ads for our e-commerce business.
• Evaluate advertising APIs, SDKs and platform integrations, including privacy frameworks such as SKAdNetwork and Privacy Sandbox.

Data quality and troubleshooting

• Define monitoring and alerts on critical data flows, and work with engineering to build them, so that issues are caught before they affect performance.
• Lead root-cause analysis on delivery, tracking and attribution issues across media, product, engineering and data platform teams, and drive them to resolution.

Team and stakeholders

• Lead work across our analytics and engineering teams without direct reports: agree priorities and capacity with them each quarter, and hold the standards they implement.
• Represent paid media requirements to Product and Data Platform teams who own app instrumentation, and agree clear ways of working with them.
• Align attribution and measurement decisions with finance and country marketing teams, and explain trade-offs in commercial terms.
• Act as the senior technical counterpart to Google, Meta, TikTok and AppsFlyer.

Eligibility Requirements

Must have

• 8+ years in mobile measurement, marketing technology or ad tech, with at least 3 years in-house at an app-first company with large-scale paid user acquisition.
• Hands-on depth in at least one major MMP (AppsFlyer, Adjust or Branch): attribution logic, re-engagement, postbacks, raw data, and where the tool stops.
• Working knowledge of how Google, Meta and TikTok use conversion signals for optimization, including CAPI and SDK implementation.
• Strong grasp of measurement methodology: attribution models and their biases, incrementality testing, and how to reconcile data from different sources.
• A record of setting standards that other teams adopted, and of making methodology calls that changed how budget was allocated.
• Able to explain technical trade-offs to finance and business leaders, and to influence teams you do not manage.
• Comfortable doing the work yourself, including MMP configuration, event audits and SQL on raw event data. There is no team to delegate to at the start.

Nice to have

• Experience building or migrating to in-house attribution on top of MMP or event data.
• Experience with catalog, retail media or affiliate advertising.
• Multi-market experience in Southeast Asia or other diverse regions.
• Experience leading people, or readiness to build a small team as the function grows.

How to Apply

• Click "Apply Now" to submit your resume through our career site
• Be sure to include any relevant experience that aligns with the role.
• Qualified candidates will be contacted by a member of our recruitment team for next steps

About eClerx

eClerx is a leading provider of productized services, bringing together people, technology and domain expertise to amplify business results.​

The firm provides business process management, automation, and analytics services to a number of Fortune 2000 enterprises, including some of the world’s leading financial services, communications, retail, fashion, media & entertainment, manufacturing, travel & leisure, and technology companies. Incorporated in 2000, eClerx is traded on both the Bombay and National Stock Exchanges of India. The firm employs more than 19,000 people across Australia, Canada, France, Germany, Switzerland, Egypt. India, Italy, Netherlands, Peru, Philippines, Singapore, Thailand, the UK, and the USA.

For more information, visit www.eclerx.com

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eClerx is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability or protected veteran status, or any other legally protected basis, in accordance with applicable law. We are also committed to protecting and safeguarding your personal data. Please find our policy here