Paid Media Lead, Thailand & Vietnam at Grab

Get to Know the Team Our team drives Grab's growth by optimizing media spend, aligning resources, and building high-impact campaigns. We collaborate across Marketing, Operations, Media Partners and Agencies to ensure seamless execution and successful product launches. With expertise in Paid Media, we maximize campaign efficiency and ROI 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 digital, OOH, TV, and radio, directly affecting Daily Transacting Users (DTUs) and brand awareness. Get to Know the Role We are looking for a strategic and hands-on Paid Media Lead to lead media planning across two of our most important markets: Thailand and Vietnam. You are a strong market media leader who can translate regional media strategy into effective local plans, manage significant media investments with discipline, and lead cross-functional alignment across country and regional teams. This role is ideal for someone who combines strong media fundamentals with sound business judgment: someone who understands how to balance short-term growth goals with longer-term media effectiveness, and can turn that into clear, actionable plans across channels and stakeholders. The Critical Tasks You Will Perform • Local Media Strategy & Execution: You will lead end-to-end paid media planning across Thailand and Vietnam, translating regional media principles, channel roles, and investment frameworks into local media plans. Create disciplined execution across digital and offline channels, with a focus on efficiency, and delivery quality. • Cross-Channel Budget Optimization: You will manage media allocation across channels such as Digital, TV, and OOH to deliver the best possible business outcome within budget constraints. Make clear trade-off decisions across channels, campaigns, and objectives, while ensuring plans remain grounded in local market realities. • App-First Full-Funnel Delivery: You can build media plans with a clear understanding of an app-led business model. Ensure upper- and lower-funnel investments work together to support growth, with close attention to how brand and broad-reach activity can influence metrics such as branded search, organic installs, app sessions, and overall demand generation. • Agency & Platform Management: You will lead local agency and platform partnerships across Thailand and Vietnam (e.g. Google, Meta, TikTok, and offline partners). Hold partners to a high bar on planning quality, buying discipline, execution standards, and learning agenda. Ensure agencies are contributing strategic value, not just basic campaign delivery. • Budget Governance & Financial Discipline: You will manage local media budget management across both markets, including planning, pacing, forecasting, and budget governance. • Measurement & Learning: You will partner with Regional Media, Analytics, and local partners to implement practical measurement approaches for main campaigns. Use available tools and methods, including lift-based and incrementality-oriented approaches where practical to improve decision quality and strengthen local media effectiveness over time. • Innovation & Best-Practice Rollout: You will support the rollout of selected regional media innovations, new platform capabilities, and automation opportunities in Thailand and Vietnam. • Stakeholder Management: You will act as the main bridge between Regional Media and Country Marketing teams in Thailand and Vietnam. Align local plans to regional standards while navigating trade-offs across short-term market targets, longer-term media effectiveness, and local business constraints.