Performance Marketing Manager

Overview

Role Purpose

Performance & CRM Manager is responsible for accelerating consumer acquisition, engagement, conversion, and retention across PepsiCo Thailand Foods' digital ecosystem. This role leads the execution of growth initiatives spanning performance media, CRM, first-party data, LINE OA, and TikTok Shop to transform consumer interactions into measurable business outcomes. Working closely with Brand, Digital Commerce, Agency, and Platform partners, the role identifies growth opportunities, optimizes consumer journeys, and develops scalable acquisition and retention programs that strengthen consumer relationships and support commercial performance. This position is ideal for a growth-minded marketer who enjoys combining data, technology, and execution to unlock sustainable business growth while building expertise across digital commerce, CRM, and performance marketing.

Responsibilities

Performance Media Execution

• Personally support setup, pacing, optimization, and performance tracking across Meta CPAS, Google PMax/Search, and other lower-funnel channels.

• Monitor ROAS, CPA, conversion, budget pacing, and campaign health to support Digital Commerce growth targets.

• Coordinate with media agency partners while maintaining strong internal ownership of campaign logic, tracking, and optimization decisions.

TikTok Shop Operations

• Operate TikTok Shop-related workflows including Seller Center coordination, product/catalog readiness, campaign participation, livestream support, affiliate/creator programs, and Shop Ads performance follow-up.

• Work closely with dCom, brand, agencies, and platform partners to improve traffic, conversion, and GMV delivery.

CRM, LINE OA & First-Party Data

• Drive CRM member acquisition, first-party data capture, and LINE OA audience growth initiatives.

• Manage segmentation, tagging logic, campaign mechanics, broadcast planning support, and audience enrichment across CRM/LINE OA programs.

• Connect offline or sampling activities with digital onboarding journeys where relevant.

Tracking, Reporting & Platform Hygiene

• Ensure campaign tracking discipline including UTM naming, GA4 events, pixel/CAPI signals, campaign dashboards, and platform performance hygiene.

• Prepare clear weekly performance updates, risks, and recommended actions for internal stakeholders.

Stakeholder & Agency Management

• Partner with brand, dCom, media, agency, platform, and commercial teams to ensure execution quality and fast issue resolution.

• Challenge agency recommendations when data, ROAS, conversion, or operational feasibility does not support the plan.

Success Measures / KPIs

• Growth in CRM members and first-party data capture.

• LINE OA chat-tag and audience segmentation development.

• TikTok Shop traffic, conversion, campaign readiness, and GMV support.

• Lower-funnel media efficiency including ROAS, CPA, conversion rate, and campaign pacing accuracy.

• Quality and timeliness of tracking, reporting, and issue escalation.

Qualifications

• At least 5 years of relevant experience in digital commerce, performance marketing, CRM, e-commerce platform operations, or growth marketing.

• Strong hands-on execution mindset.

• Comfortable with a Manager title but no direct reports.

• Experience working in FMCG, consumer brands, e-commerce platforms, or performance/growth agencies.

• Ability to translate data into clear actions, not only reports.

• Comfortable working in a fast-paced, cross-functional matrix environment.

• Fluent communication in Thai and English