Performance Marketing Manager

We are looking for an experienced, hands-on TikTok Performance Marketing Manager who specialises in selling physical consumer products through TikTok Shop.

Your primary responsibility is to generate profitable sales through TikTok advertising, particularly TikTok Shop GMV Max campaigns.

We are not looking for a traditional social media manager who focuses on followers, engagement or brand awareness. We want someone who understands how to convert advertising expenditure into revenue, identify winning video advertisements and scale campaigns profitably.

You will work closely with our in-house video production, influencer, affiliate and e-commerce teams to grow our skincare products in Singapore and Malaysia.

Key Responsibilities

1. TikTok Ads & GMV Max Management

- Independently set up, launch, monitor and optimise TikTok Shop GMV Max campaigns.

- Manage Product GMV Max campaigns and, where applicable, LIVE GMV Max campaigns.

- Set appropriate ROI targets, campaign budgets and product selections.

- Monitor advertising expenditure, GMV, ROI and cost per order daily.

- Identify underperforming campaigns and implement corrective actions.

- Optimise advertising expenditure according to product margins and profitability.

- Troubleshoot issues involving campaign delivery, insufficient spending, poor conversion rates and declining advertising returns.

- Manage campaigns across Singapore and Malaysia, accounting for differences in consumer behaviour and pricing.

2. Advertising Performance & Profitability

- Take direct responsibility for achieving assigned online sales and advertising profitability targets.

- Calculate product-level break-even ROAS based on selling price, cost of goods, platform fees, affiliate commissions and other variable costs.

- Identify which products generate the highest advertising returns.

- Recommend suitable promotional prices, product bundles and offers to improve conversion rates.

- Monitor customer acquisition costs and contribution margin after advertising.

- Distinguish between sales attributed to advertising and actual incremental sales growth.

- Scale successful campaigns without compromising profitability.

3. Video Advertising & Creative Optimisation

- Work directly with the internal video production team to identify and develop high-converting TikTok advertisements.

- Analyse individual video performance to determine which creatives generate sales.

- Develop creative briefs covering product pain points, selling propositions, hooks, demonstrations and calls to action.

- Recommend new video concepts based on advertising performance data.