Digital Marketing Specialist – Marketplace Ads

Sinma Digital Commerce Sdn Bhd; Shah Alam; On-site; MYR 60,000 - 90,000; Full time

Job summary

Sinma Digital Commerce Sdn Bhd is seeking a Digital Marketing Specialist – Marketplace Ads to drive paid advertising across Shopee, Lazada and TikTok Shop.

You will plan, launch and optimize campaigns, manage budgets and analyze performance to improve ROAS, CPC and conversions, while coordinating with Category Management, Operations and Creative teams.

The ideal candidate is data-driven, commercially minded and comfortable handling multiple brands and SKUs in a fast-paced e-commerce environment.

Qualifications

• Diploma or degree in digital marketing or related field.
• 2–4 years in digital marketing or e-commerce advertising.
• Hands-on with Shopee Ads, Lazada Ads or TikTok Shop Ads.
• Strong analytical skills and commercial mindset.

Responsibilities

• Plan, launch and optimize campaigns across Shopee, Lazada and TikTok Shop.
• Manage budgets, ROAS metrics and performance reporting.
• Collaborate with Category Management, Operations, Creative, Commercial and Brand teams.
• Analyse data to drive campaign optimizations and sales growth.

Skills

Digital marketing

Performance marketing

E-commerce ads

Data analysis

Excel/Sheets

Campaign optimization

Multi-brand mgmt

ROAS optimization

Education

Diploma/Degree in Digital Marketing

Tools

Shopee Ads

Lazada Ads

TikTok Shop Ads

Microsoft Excel

Job description

We are looking for a Digital Marketing Specialist – Marketplace Ads to manage and optimize paid advertising campaigns across major e-commerce marketplaces, including Shopee, Lazada and TikTok Shop.

The role is responsible for driving sales, traffic, ROAS and overall marketplace performance through effective campaign planning, budget management, audience targeting, keyword optimization and continuous performance analysis.

The ideal candidate is highly analytical, commercially driven and comfortable working with large portfolios of brands and SKUs in a fast-paced e-commerce environment.

Key Responsibilities

1. Marketplace Advertising Management

• Plan, launch and manage advertising campaigns across Shopee Ads, Lazada Sponsored Solutions and TikTok Shop Ads.
• Manage campaign objectives including traffic generation, conversion, revenue growth and ROAS improvement.
• Set up and optimize keyword, product, search, discovery and retargeting campaigns.
• Monitor campaign performance and make daily/weekly optimization decisions.
• Ensure advertising campaigns are aligned with marketplace promotions and commercial objectives.

2. Budget & ROAS Management

• Manage monthly advertising budgets across assigned brands and marketplaces.
• Monitor ROAS, ROI, CPC, CPM, CTR, CVR, ACOS/TACOS and advertising spend.
• Identify underperforming campaigns and reallocate budgets to higher-performing products/campaigns.
• Develop budget allocation recommendations based on sales potential, campaign performance and business priorities.
• Ensure advertising spend is used efficiently and within approved budgets.
• Work closely with Category Managers and Account Managers to achieve marketplace sales targets.
• Identify opportunities to increase sales through paid traffic and advertising.
• Support major marketplace campaigns such as 9.9, 10.10, 11.11, 12.12 and platform mega campaigns.
• Develop advertising strategies for new product launches, hero SKUs, seasonal products and promotional campaigns.
• Analyse the relationship between advertising spend and organic sales growth.

4. Data Analysis & Reporting

• Prepare regular performance reports covering:
• Advertising spend
• Impressions
• Clicks
• CTR
• CPC
• Conversion rate
• Orders
• Revenue
• Analyse campaign data to identify trends, opportunities and issues.
• Provide actionable recommendations to improve campaign and marketplace performance.
• Maintain accurate advertising and performance dashboards.

5. Campaign Planning & Optimization

• Develop campaign structures based on:
• Brand
• Category
• Marketplace campaign
• Conduct keyword and product performance analysis.
• Test different bidding strategies, budgets, products and campaign structures.
• Continuously optimize campaigns based on performance data.

6. Cross-Functional Collaboration

• Work closely with Category Management, Marketplace Operations, Creative, Commercial and Brand teams.
• Coordinate campaign requirements, product selection, promotional mechanics and advertising assets.
• Translate commercial objectives into actionable advertising strategies.
• Provide advertising insights during business reviews and client meetings.

7. Marketplace & Industry Knowledge

• Keep updated on changes to advertising tools, algorithms, marketplace policies and new ad formats.
• Monitor competitor advertising activities and marketplace trends.
• Identify new advertising opportunities across Shopee, Lazada, TikTok Shop and other relevant platforms.
• Share marketplace advertising best practices with the wider team.

Key Performance Indicators (KPIs)

The role will be measured based on:

• Advertising Revenue / GMV
• ROAS
• Advertising Spend Efficiency
• Conversion Rate
• CTR
• CPC
• Campaign Performance
• Achievement of Brand / Marketplace Sales Targets

Requirements

• Diploma/Degree in Digital Marketing, Marketing, E-Commerce, Business or related field.
• 2–4 years of experience in digital marketing, performance marketing or e-commerce advertising.
• Hands‑on experience with Shopee Ads, Lazada Ads and/or TikTok Shop Ads is highly preferred.
• Strong understanding of marketplace advertising and e‑commerce sales funnels.
• Strong analytical and numerical skills.
• Proficient in Microsoft Excel / Google Sheets.
• Able to analyse data and translate insights into actionable recommendations.
• Strong communication and stakeholder management skills.
• Able to work independently and manage multiple brands/campaigns simultaneously.
• Commercially minded with a strong focus on sales and profitability.

Preferred Skills

• Experience working with multiple brands or agencies/e‑commerce enablers.
• Familiarity with Shopee Business Insights, Lazada Business Advisor and TikTok Shop Seller Center/Ads Manager.
• Knowledge of marketplace campaign mechanics and mega campaigns.
• Experience with FMCG, Beauty, Personal Care, Consumer Goods or Retail brands is an advantage.
• Strong Excel skills including Pivot Tables, XLOOKUP/VLOOKUP and basic data analysis.

What We Are Looking For

We are looking for someone who is:

• Data-driven – Makes decisions based on numbers, not assumptions.
• Commercially minded – Understands that the ultimate objective is profitable sales growth, not simply generating clicks.
• Performance-focused – Constantly looks for opportunities to improve ROAS, conversion and revenue.
• Proactive – Identifies campaign issues and opportunities before being asked.
• Fast-moving – Comfortable managing multiple brands, campaigns and marketplace deadlines simultaneously.
• Curious – Keeps up with changes in marketplace advertising tools and digital commerce trends.