Monetisation Strategy Lead, Digital Ad Solutions

Luca; San Francisco (CA); On-site; USD 120,000 - 180,000; Full time

Job summary

Luca in San Francisco is seeking a monetisation strategist to drive revenue growth for Alibaba International’s marketing solutions across display, performance, and integrated campaigns. You’ll shape pricing, packaging, and GTM approaches with product, sales, and commercial teams, while grounding decisions in data and advertiser ROI metrics.

The role emphasizes cross-functional leadership, market analysis, and the development of dashboards to forecast revenue and optimize monetisation

Qualifications

• Bachelor’s degree in Business, Marketing, Economics, or a related field; MBA or advanced degree is a plus.
• 3–5 years of experience in digital marketing monetisation, ad tech, e-commerce platform revenue strategy, or related fields, preferably within B2B or cross-border e-commerce environments.
• Strong analytical skills with proficiency in SQL, Excel, and data visualisation tools; experience working with large-scale transactional or advertising datasets.
• Solid understanding of digital advertising ecosystems, including programmatic buying, performance marketing KPIs, and advertiser ROI frameworks.
• Excellent communication and stakeholder management abilities, with a proven track record of influencing without direct authority in complex, matrixed organisations.

Responsibilities

• Drive monetisation strategy and execution for Alibaba International’s marketing solutions portfolio, including but not limited to display advertising, performance marketing, and integrated campaign offerings across platforms such as AE, Lazada, and Trendyol.
• Collaborate with product, sales, and commercial teams to define pricing models, packaging structures, and go-to-market strategies that maximise revenue while delivering value to advertisers.
• Analyse market trends, competitor offerings, and advertiser behaviour to identify new monetisation opportunities and optimise existing product economics.
• Develop and maintain financial and operational metrics dashboards to track performance, forecast revenue, and provide data-driven recommendations for scaling monetisation initiatives.
• Partner with cross-functional stakeholders to ensure seamless integration of monetisation logic into product roadmaps, platform capabilities, and client-facing tools.

Skills

SQL

Excel

Data visualization

Analytical skills

Education

Bachelor's degree

MBA preferred

Tools

Tableau

Job description

Luca in San Francisco is seeking a monetisation strategist to drive revenue growth for Alibaba International’s marketing solutions across display, performance, and integrated campaigns. You’ll shape pricing, packaging, and GTM approaches with product, sales, and commercial teams, while grounding decisions in data and advertiser ROI metrics.

The role emphasizes cross-functional leadership, market analysis, and the development of dashboards to forecast revenue and optimize monetisation