Performance Media Buyer

xpress super app

2-4 Years

Philippines

Posted 19 hours ago

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Job Description

Xpress is a fast-growing technology company focused on connecting millions of Filipinos through innovative digital solutions. As we continue to scale nationwide, performance marketing plays a critical role in driving customer growth and maximizing the impact of our digital campaigns.

We are looking for a highly analytical and execution-oriented Performance Marketing Specialist who thrives in a data-driven environment. This role is responsible for the day-to-day management of paid advertising campaigns across Meta, Google, and TikTok, ensuring budgets are optimized, campaigns are continuously improved, and acquisition targets are met across multiple regions. If you enjoy turning data into actionable insights and delivering measurable results through digital advertising, this role offers the opportunity to make a direct impact on the company's growth.

What you'll do

Set up, manage, and optimize paid campaigns on Meta (Facebook + Instagram), Google Ads and TikTok Ads - daily. This is 80% of the job.
Build campaigns geo-targeted to specific zones based on where Xpress has live driver supply. You'll get zone maps from the operations team.
Manage monthly ad budgets across channels. Allocate spend based on performance, not evenly.
Produce weekly performance reports: spend by channel and zone, app installs, registrations, first completed trips, cost per first trip.
Run A/B tests on audiences, creative formats, and copy variations. Kill underperformers fast, scale winners.
Set up and manage retargeting campaigns for lapsed users - people who installed but never booked, or booked once and didn't return.
Work with the in-house creative team to brief ad creative needs - you tell them what formats, hooks, and sizes you need; they produce.
Coordinate with the Growth & Lifecycle Manager on which user segments to target and retarget based on lifecycle data.
Manage all campaigns in Xpress-owned ad accounts. All assets, data, and account access stay with Xpress.
Monitor competitor ad activity on Meta Ad Library, Google Ads and TikTok Creative Center - flag what competitors are running.

What you won't do

Brand strategy, brand architecture, or voice definition - that's the agency or leadership.
Organic social media management - there's a separate Social Media Manager for that.
Lifecycle/CRM campaigns - push notifications, WebEngage journeys, email sequences are owned by the Growth & Lifecycle Manager.
Creative production - you brief the creative team on what you need; they design and produce it.
Ground activation, PR, or events - that's Activation teams domain.

Although these arent responsibilities of the role, you will need to work closely together with these depts or roles.

You must have

2+ years hands-on experience buying media on Meta Ads Manager. Not boosting posts — building campaigns with custom audiences, lookalikes, and conversion objectives.
Experience running app install campaigns specifically. Web traffic campaigns don't count — mobile app funnels are different.
Working experience with Google Ads, specifically Universal App Campaigns (UAC) / App Campaigns. YouTube pre-roll campaign setup is a plus.
Experience running app install campaigns specifically. Web traffic campaigns don't count - mobile app funnels are different.
Experience with geo-targeted campaigns - you've run location-based targeting, not just demographic or interest targeting.
Ability to read and act on data: CTR, CPC, CPI, CAC, ROAS. You make budget decisions based on numbers, not feelings.
Philippines market experience - you understand Filipino consumer behavior, local ad costs, and platform nuances in this market.

Nice to have

Experience with AppsFlyer, Adjust, or similar mobile attribution platforms.
Experience in mobility, transport, delivery, or app-based consumer businesses.
Google Ads / YouTube pre-roll experience (we may add these channels later).
Basic understanding of ASO (App Store Optimization) and how paid and organic installs interact.
Experience working alongside CRM/lifecycle teams to coordinate paid acquisition with retention.

How you'll be measured (first 90 days)

Campaigns live in Meta and TikTok
Weekly reporting cadence established by week 2 - spend, installs, registrations, first trips, CAC by zone.
Cost per first completed trip trending within agreed target range by month 2.
Retargeting campaigns live for lapsed installers by week 3.
Clean campaign structure - organized naming conventions, proper UTM tagging, no budget waste on untargeted audiences.

Tools you'll use