Performance Marketing Specialist

About Xpress

Xpress is a Philippines-based mobility and technology company operating ride-hailing, EV and hybrid taxis, motorcycle taxis, concierge services, and corporate transport across Metro Manila and key regional cities.

We are building a Filipino challenger brand in a competitive market. We cannot simply outspend larger competitors — we need to outthink, out-test and out-execute them.

About the Role

We are looking for a Performance Marketing Specialist to own Xpress's paid digital acquisition and re-engagement campaigns.

You will manage ₱1,000,000+ in monthly media spend across Meta, Google, TikTok, Apple Search Ads and other relevant channels, reporting to the Growth Manager.

This is an individual contributor role. You will be inside the platforms, analyzing performance, testing audiences and campaigns, working closely with creatives, and deciding where the next peso should go.

But this is not just a media-buying role.

We expect you to be deeply involved in creative strategy — identifying winning messages, briefing new concepts, analyzing why creatives work, and continuously pushing for new variations.

If a campaign isn't working, we expect you to find out why, change it or kill it — not defend it.

What You Will Do

1. Paid Growth

• Plan, launch and optimize campaigns across Meta, Google, TikTok, Apple Search Ads and other channels
• Own top-of-funnel acquisition including app installs and relevant conversion events
• Build campaigns specifically to drive re-installs and reactivation of lapsed users
• Manage budgets based on performance rather than fixed historical allocations
• Test audiences, bidding strategies, placements, formats, offers and channels
• Scale what works and stop what doesn't

2. Creative Performance

• Work closely with Design, Content and Growth on creative strategy
• Identify which messages, hooks, formats and offers perform best with Filipino audiences
• Build clear creative briefs using actual campaign data and customer insight
• Maintain a continuous pipeline of new creative tests and iterations
• Understand creative fatigue and refresh campaigns before performance deteriorates
• Challenge weak creative rather than simply putting more budget behind it

3. Analytics & Attribution

• Track performance across acquisition and re-engagement funnels
• Use attribution and analytics tools to understand where users are coming from and how campaigns perform
• Analyze performance by campaign, audience, geography, creative and cohort
• Identify unusual changes quickly and investigate the cause
• Build clear reporting that explains what happened and what should happen next
• Work with Product and Technology when tracking or attribution needs improvement

What We're Looking For

• 3+ years of hands-on paid media, performance marketing or growth marketing experience
• Strong practical experience with Meta Ads Manager and Google Ads
• Experience with TikTok Ads, Apple Search Ads or other performance channels is an advantage
• Experience managing meaningful digital advertising budgets
• Strong understanding of acquisition, re-engagement, attribution, testing and campaign optimization
• Comfortable working directly inside advertising platforms every day
• Strong analytical capability using Excel, Google Sheets, dashboards and analytics tools
• Able to translate campaign data into creative and commercial decisions
• Strong understanding of Filipino consumers, culture and digital behavior
• Comfortable working quickly and being accountable for measurable performance

The Ideal Candidate

• Thinks in experiments rather than assumptions
• Knows that cheap traffic is useless if it is the wrong traffic
• Understands that creative is often the biggest performance lever
• Looks at data daily and notices when something changes
• Is comfortable killing their own idea when the numbers say it isn't working
• Treats the company's advertising budget like their own money
• Constantly asks: What can we test next

Reports to: Growth Manager

Location: Pasig City, Metro Manila

Employment Type: Full-time

Work Setup: On-site, flexible working hours