About the opportunity
Director, User Acquisition
About the job
This role, based either in Singapore, you will report directly to the VP Growth, Pandora in the Delivery Hero Group. The successful candidate will be responsible for growing our user base across the foodpanda, foodora and Yemeksepeti brands.
The ideal candidate has deep online marketing experience with previous exposure to other growth marketing functions: You thrive in ambiguous contexts, take full ownership, and effectively influence stakeholders across the organization. You will be overseeing a large team of highly skilled Performance Marketing channel managers (covering pay-per-click, Paid Social, App marketing, affiliate campaigns) and marketing generalists. With an 8-digit EUR annual PM budget, and access to more than 20 marketing tech resources (data scientists, analysts, martech product managers, data-, software- and mobile-engineers) you will have the resources to innovate at scale while delivering real time impact on your key KPIs. You have the opportunity to push boundaries with AI, automation, and data science while delivering measurable impact.
Responsibilities:
As the Director of User Acquisition, you are ultimately responsible for bringing in new users to our 3 brands (Foodpanda, Yemeksepeti & Foodora). You leverage paid and organic channels to achieve your new user acquisition targets, and make the most of the budget ear-marked to acquire customers. This role demands a blend of strategic vision, operational excellence, team leadership, cross-functional collaboration and stakeholder management (within marketing and beyond) to achieve your business objectives with maximum efficiency.
1. Strategic Leadership & Vision
Define and own the User Acquisition team's long-term strategy and shorter-term Objectives and Key Results (OKRs). This includes setting the direction for customer acquisition and winback strategies within a direct response environment, with a keen focus on metrics like Customer Acquisition Cost (CAC), ROAS and Incrementality.
Influence and drive the Delivery Hero group’s performance marketing vision, in close collaboration with Delivery Hero’s product and data leaders, including those in data science, martech engineering, and Business Intelligence.
Identify and leverage opportunities for automation, enhancing marketing processes with data science and improving day-to-day operations by leaning into AI tools (e.g. for creatives, ).
2. Team management & Development
Lead, manage, and develop a high-performing team of talented individuals with expertise in various performance marketing channels, as well as the marketing generalists that will help you drive non-performance marketing related initiatives
Coach and elevate individual contributors as well as managers within the team, embracing and strengthening a performance-driven, authentic culture.
3. Global & Local Execution
Translate global performance marketing efficiencies & best practices achievable strategies for your campaign managers, collaborating closely with regional growth and marketing leaders to achieve market-specific targets.
Oversee the campaign execution for each market, each performance marketing channel, ensuring maximum impact and efficiency.
Continuously elevate the effectiveness and efficiency of the marketing budget usage you are in charge of acquiring new users with.
4. Cross-Functional Collaboration & Innovation
Empower your talented team by working closely with critical internal partners such as brand, design, marketing analytics, data science, and martech engineering/ product.
Collaborate effectively with global and regional growth leaders to deliver scalable results and continuous innovation.
Own the ‘test, learn, and continuous feedback’ loop with the communications and design teams to expand channel footprint and improve LTV/CAC payback ratios while ensuring topline growth of acquisitions
Requirements:
10+ years of experience in performance marketing roles, with at least 7 years in within fast-paced tech or e-commerce companies
3+ years experience in non-performance marketing functions
5+ years in management or leadership roles, preferably with experience leading managers
Proven track record of delivering significant growth in customer acquisition and ROAS, and delivering results in a fast paced environment.
Rock-solid understanding of the performance marketing mix, including deep expertise in channels such as Search (SEM), Paid Social, and App Install campaigns, and a desire to continuously learn and deepen expertise in new and evolving channels.
Strong understanding of how marketing attribution models work, and what are existing approaches in the e-commerce industry.
Strong ownership: you always feel like the buck stops with you, taking full accountability for campaign performance and team results.
High degree of comfort modeling out complex business problems and leveraging data as well as situational judgment to dive deep and make recommendations and decisions for performance marketing optimization.
Experience leading and driving projects that span global, regional, and local teams, with a focus on scaling performance marketing efforts.
Excellent leadership skills, you will lead a team of very capable individuals, fostering their growth and development.
Comfort building collaborative and trusting relationships with stakeholders across all seniority levels, coming from culturally and functionally diverse backgrounds.
Excellent communication skills and a clear track record of working with and influencing C-level executives on performance marketing strategy and results.
Willingness to bring good vibes to the team and contribute to a positive and high-performing work environment.
Who we are
Pandora is part of the Delivery Hero Group, the world’s pioneering local delivery platform, our mission is to deliver an amazing experience—fast, easy, and to your door. We operate in over 70+ countries worldwide. Headquartered in Berlin, Germany. Delivery Hero has been listed on the Frankfurt Stock Exchange since 2017 and is part of the MDAX stock market index.
