Assistant Manager | Paid Media – Mobility, Vietnam at Grab

Get to Know the Team Our team drives Grab's growth by optimizing media spend, aligning resources, and building campaigns. As a strategic partner, we collaborate across Marketing, Growth Strategy and Planning, Media Partners, and Agency Partners to ensure seamless execution and successful marketing and media campaigns. With expertise in performance marketing, we maximize campaign efficiency and return on investment through data-driven insights. Our end-to-end campaign management ensures every media touchpoint aligns with Grab's goals. Through cross-channel integration, we create a cohesive presence across all media channels, directly affecting Daily Transacting Users (DTUs) and GMV. Get to Know the Role You will lead daily media strategy and operations for Grab business/ vertical: Mobility, Express and Travel in Vietnam. Pioneer to achieve user acquisition and GMV, cross-products adoption and reactivation targets across all digital channels while providing expertise to key stakeholders. Additionally, you will initiate projects to achieve efficiency and performance of business vertical growth. You will report to the Vietnam Paid Media Manager and work onsite at Grab office, Mapletree Business Centre, HCMC. The Critical Tasks You Will Perform • Digital and Integrated Paid Media Planning & Execution (~30%) • Translate business and marketing briefs into full-funnel media plans for Transport, Express, and Travelers. • Mix and manage investment across channels: Meta, Google (incl. App/PMAX), TikTok, programmatic/ad networks, OEMs, local publishers, etc. • Ensure clear targeting frameworks (city, segment, persona), objectives, pacing, and caps per campaign. • Own day-to-day campaign setup governance with the agency (naming, tracking links, events, placements, QA) to avoid leakages or misfires.2. Performance Optimisation & Test-and-Learn (~20%) • Monitor daily/weekly performance against reach, quality reach, sessions, new MTU, DTU, reactivated TU, orders, CAC/CPR and cost per session/booking metrics. • Lead iterative optimisation (budgets, bids, audiences, creatives, placements, city splits) to scale winners and cut waste. • Design and run structured experiments and explore new channels (ad networks, OEMs, local publishers), formats (creator-led, social-first, DOOH tie-ins) and optimisations (e.g. registration vs booking, iOS expansion, predictive AI segments). • Synthesise results into clear insights and playbooks for Mobility VN and regional sharing.3. Local Market Agility Strategy (~20%) • Maintain a sharp understanding of VN cities, segments, seasonality, weather/supply dynamics and competition; translate into geo- and cohort-based media tactics. • Partner with vertical marketing and ops to: • Prioritise growth cities, churn-risk cities and seasonal opportunities. • Calibrate monthly city-level and segment-level budgets accordingly. • Support international travelers and expat workstreams where relevant to Mobility VN (feeder markets, pre-trip, local expats in key cities).4. Stakeholder & Agency Management (~20%) • Agency management: Align on briefs, channel strategy, phasing and KPIs. • Review media plans and post-campaign reports; push for stronger insights and next-step recommendations. • Internal stakeholders: • Work with vertical marketing leads (Transport, Express, Travelers) as media counterpart – consult on channel mix, audiences, creative needs and measurement. • Partner with Finance on forecasting, accruals and reconciliations. • Collaborate with Growth Planning/ Martech/Analytics to ensure tracking integrity, experiment design, and dashboard usage.5. Governance, Reporting & Documentation (~5%) • Produce weekly/monthly performance reports: Results vs target, key drivers, risks, mitigations, and next optimisations. • Maintain accurate budget trackers and raise over/underspend risks early with options (reallocation, scope changes, pauses). • Keep setup, experiment, and city-strategy playbooks up to date for VN Mobility and support onboarding of new team members. • Support the training and mentoring of junior team members on paid media best practices • Ensure compliance with platform policies and advertising regulations in the Vietnam market