Regional Associate Director (Performance)

Key Responsibilities

Always-On Performance Leadership

• Lead always-on performance campaigns across APAC, including search, app, and social, ensuring continuous optimization for efficiency and effectiveness.


• Guide strategic decisions on budget allocation, targeting, and creative optimization to maximize ROI.


• Draw critical analysis from data, is resourceful by gathering other relevant viewpoints, identifies important issues, and make specific recommendations – i.e. adapted to change strategies and recommendations based on data sets or client's brief/ request


• Accountable for results and reporting, which can in part be defined as media planning; measuring media performance and optimizing site/placement after reviewing campaign results; offering tactical alternatives based on client needs and requests.


• Integrates data and information from variety of sources; makes well-reasoned conclusions and develops a solid plan of action

Innovation & Product Adoption

• Champion adoption of new products and solutions from key partners (e.g., Google, Meta, etc), ensuring client remains at the forefront of digital capabilities.


• Drive test-and-learn initiatives aligned with the global learning agenda.

Global Best Practices & Digital Projects

• Oversee account-wide projects, including audience data adoption, platform onboarding, and workflow efficiency improvements.


• Ensure effective use of measurement and analytics partners, from campaign-level tracking to overall governance.


• Maintain expertise in digital campaign planning and activation, ensuring proper measurement frameworks, governance, and setup processes.


• Develop and enforce best practices across APAC markets.

Team Management & Resource Allocation

• Manage both local headcounts and offshore activation resources.


• Ensure effective resource allocation, identify workflow gaps, and implement process improvements.


• Mentor and develop team members to foster a high-performance culture.

Strategic Support

• Partner with Team Leads on briefs and media presentations, providing digital planning expertise. Support adjacent business units with strategic input and governance oversight and performance media.

Cross-Team Collaboration

• Work laterally with Brand and Media/Loyalty team leads to ensure alignment and synergy in media principles and measurement approaches.


• Act as a key liaison between APAC and global teams for digital innovation and governance.

Qualifications

• 6-8 years of experience in a media agency, preferably with prior experience working on major regional client accounts.


• Proven track record in managing performance or always on campaigns across APAC markets. Conversant with digital media and able to think across the whole media mix.


• Strong understanding of martech platforms (GA4, Adobe Analytics, CDPs).

Skills & Competencies

• Expertise in performance marketing (Search, App, Social) with strong understanding of media terminology & concepts.


• Attention to detail and numeracy, and strong analytical skills to interpret data and drive insights.


• Strong knowledge of measurement and digital analytic partners and martech platforms – specially Adobe Suite, IAS, and GA4. Hands on experience on app campaigns and MMP (Branch or Firebase) a bonus.


• Skilled at presenting complex digital strategies in a clear, compelling manner.


• Ability to lead and inspire teams across multiple markets, skilled in workflow optimisation, with strong problem-solving and decision-making capabilities.


• Excellent communication skills, and the ability to manage cross-function and cross-region.


• Intermediate knowledge of SEO and OneSearch a plus