CoupangisreimaginingtheshoppingexperiencewiththegoalofwowingeachcustomerfromtheinstanttheyopentheCoupangapptothemomentanorderisdeliveredtotheirdoor.
.
We are looking for talents to help us lead Coupangs expansion in Taiwan. This is an exceptional opportunity to become a part of Coupangs growth in Taiwan and create a world where our customers wonder How did I ever live without Coupang
Role Summary
We are seeking a highly analytical results-driven Principal Business Marketing (Search & Google Shopping) to take end-to-end ownership of our paid search engine marketing and shopping channel this role you will manage large budgets across the entire Google ecosystem (Search Shopping Performance Max) and Microsoft Advertising.
The ideal candidate embodies Coupangs Leadership Principlesacting as an owner diving deep into auction mechanics systematically optimizing bidding and catalog feed structures and driving real incremental growth. You will be responsible for scaling net-new GMV optimizing incremental Return on Ad Spend (iROAS) and working cross-functionally with Analytics Engineering Finance and Category teams to maximize bottom-line profitability. An experimental mindset is essential to learn innovate and drive continuous growth. We believe that world-class performance marketing relies on a rigorous test-and-learn philosophy
Position : Principal Business Marketing (Search advertising)
Whatwillyoudo
1. High-Precision Campaign Execution & Capital Allocation
- End-to-End Channel Ownership: Strategize launch scale and optimize high-budget Google Search (RSA DSA) Google Shopping (GSA) Performance Max (PMax) and Microsoft Advertising campaigns with a holistic view of company profitability.
- Bidding Calibration & Optimization: Build scalable processes and feedback mechanisms across all Google bidding mechanics. Apply calibration multipliers to align in-platform bids with true incremental returns.
- Laser-Focused Capital Allocation: Dynamically reallocate daily budget pools between Brand Non-Brand Search and Shopping feeds based on margin profiles unit economics and peak demand spikes. Eliminate wasteful broad-match spend.
- Zero-Defect Standards : Maintain 100% account hygiene including tracking parameters (MMP / Google Tag / Conversion Signals) bid caps feed updates and negative keyword maintenance.
2. Strategic Search Expansion & Catalog Engineering
- Aggressive Market Expansion: Lead bold keyword acquisition initiatives to capture dominant market share across Taiwan without compromising efficiency floors.
- Theme Clustering & Semantic Cohesion: Leverage Dynamic Search Ads (DSA) to capture long-tail intent. Implement intent-based clustering to solve Theme Fragmentation ensuring ad groups remain semantically concise and aligned with Googles relevance algorithms.
- Google Merchant Center (GMC) Leadership: Oversee product feed health title/attribute optimization automated custom label structures and rapid disapproval resolutions. Own the Google Merchant Excellence report and benchmarks for channel dominance.
3. Advanced Analytics Deep Dives & Incrementality
- Root Cause Analysis: Conduct granular daily and weekly deep dives into search term reports auction insights impression share metrics and signal drift to prune broad-match leakage.
- Beyond Surface Metrics: Analyze GMV per Click (GPC) auction impression share conversion delay models and SKU-level performance rather than relying on surface clicks or platform-reported figures.
- Incrementality & Lift Measurement: Lead user-level Conversion Lift experiments (Ghost Ads / Holdouts) to establish true incremental ROAS (iROAS) and calibrate Smart Bidding algorithms despite channel complexities and dependencies.
- Pipeline Validation: Partner with data engineering to validate web and mobile app attribution pipelines across Google Tag Firebase SDK and MMPs.
4. Cross-Functional Leadership & Executive Alignment
- Data-Led Stakeholder Alignment: Translate complex auction mechanics calibration models and incrementality data into actionable insights.
- Constructive Alignment : Challenge assumptions openly using data when evaluating campaign launches. Once a direction is set execute with full commitment.
BasicQualifications
- Experience: 8 to 10 years of hands-on experience managing large-scale performance marketing budgets specifically within Google Ads (Search Shopping PMax) and SEM ideally within E-Commerce or high-growth tech environments.
- High-Budget Track Record: Proven track record of managing large daily/monthly budgets (tens of thousands USD daily spend) in fast-paced e-commerce or marketplace environments with a strong sense of urgency.
- Technical & Bidding Mastery: Expert-level technical understanding of Googles Smart Bidding algorithms auction-time signals conversion delay models and feed optimization tactics.
- Data Literacy & Deep Analytics: Mastery of Excel/Google Sheets (advanced modeling). Experience with SQL Python or BI tools (Looker/Tableau/BigQuery) for executing technical audits and processing raw conversion logs is desired.
- MMP & Tracking Expertise: Strong technical understanding of Mobile Measurement Partner (MMP) integrations Firebase SDK URL tracking parameters and web-to-app conversion pathways.
- First-Principles Problem Solving: A first-principles thinker who creates SOPs rather than just following them. Hungry for new knowledge and proactive in adopting privacy-first platform technologies.
PreferredQualifications
- Extreme Ownership: You close every thread you start. You are responsible for the health of the account 24/7 and ensure seamless transitions and delegations during absences.
- The Hungry Learner: You dont settle for I dont know. You are motivated to explore the why behind performance shifts and stay ahead of platform algorithm changes.
- Efficiency First: You understand that scaling is easy but scaling profitably is an art. You focus on purifying signals rather than just buying impressions.
RecruitmentProcessandOthers
RecruitmentProcess
ApplicationReview-PhoneInterview-Onsite(orVirtualOnsite)InterviewOffer
Theexactnatureoftherecruitmentprocessmayvaryaccordingtothespecificjobandmaybechangedduetoschedulingorothercircumstances.
Interviewschedulesandtheresultswillbeinformedtotheapplicantviathee-mailaddresssubmittedattheapplicationstage.
DetailstoConsider
Thisjobpostingmaybeclosedpriortothestatedenddateforapplicationifallopeningsarefilled.
Coupanghastherighttorescindanofferofemploymentifacandidateisfoundtohavesubmittedfalseinformationaspartoftheapplicationprocess.
Thoseeligibleforemploymentprotection(recipientsofveteransbenefitsthedisabledetc.)mayreceivepreferentialtreatmentforemploymentinaccordancewithapplicablelaws.
PrivacyNotice
YourpersonalinformationwillbecollectedandmanagedbyCoupangasstatedintheApplicationPrivacyNoticelocatedbelow: Experience:
Senior Manager
Employment Type : Full Time
Experience: years
Vacancy: 1
