About the Role
Pizza Hut Vietnam is scaling its Owned Channel - App and Website - as a core growth engine alongside food-aggregator partners like GrabFood, ShopeeFood, and BeFood. The Senior Ecommerce & Digital Media Executive owns how customers discover Pizza Hut online and makes sure that traffic actually converts into orders.
This is a hands-on role for someone equally comfortable running a Meta/Google/TikTok media plan and diagnosing why a checkout funnel is leaking conversions — someone who treats data accuracy and dashboard-building as part of the job, not an afterthought.
What You‘ll Own
- Digital media budget & management
- User acquisition, journey & funnel analysis
- Data & event tracking / attribution across Web, App, and Media/Analytics platforms
- App/Web UX/UI design and its performance
Key Responsibilities
- Plan, execute, and report on digital media across Google, Meta, TikTok, and other ad networks - covering branding, performance, and app-install campaigns - to drive user acquisition, targeting, and sales; own the media budget and continuously reallocate it toward what‘s working.
- Own the full traffic-to-purchase funnel: analyze discovery/intent behavior and ordering-funnel drop-off (using GA4 funnel exploration), and pinpoint exactly where and why customers abandon their order, broken down by user segment.
- Build and maintain the team‘s media and funnel performance dashboards, automating recurring reports so decisions are made on live data rather than one-off pulls.
- Own the accuracy of the tracking and attribution stack - run monthly tag audits across GA4, Firebase, and AppsFlyer, reconcile discrepancies between Web and App data, and proactively flag tracking breaks (e.g. a sudden drop in Web conversion rate) before they distort budget decisions.
- Run structured, ongoing A/B tests on media creative, landing pages, and funnel steps to continuously improve conversion, rather than relying on one-off guesses.
- Continuously benchmark Pizza Hut‘s digital media and App/Web experience against food-aggregator apps (GrabFood, ShopeeFood, GreenSM) and direct competitors, not just internal trend.
- Work closely with the Senior Online Campaign & Promotion Executive to align promotion timing with paid media and retargeting pushes, so campaigns launch in sync with acquisition activity rather than in isolation.
- Collaborate with the Data & Technology (DTS) team to scope, prioritize, and implement new Web/App functionality, and UX/UI enhancements, ensuring consistent UX/UI principles and Brand Guideline.
What Success Looks Like
- Media performance efficiency: Sales, Traffic, ROAS, CR%, ER%, VTR%
- Traffic & funnel conversion rate
- UI/UX issue resolution rate
- Data accuracy: reporting, dashboards, tagging, attribution
- Competitor benchmark position
What You‘ll Bring
- 4+ years of experience in performance marketing and/or ecommerce growth roles, ideally within F&B, retail, or a D2C/ecommerce business
- Hands-on experience managing paid media at scale (Meta Ads Manager, Google Ads, TikTok Ads Manager)
- Working knowledge of mobile attribution and analytics tools (AppsFlyer, GA4, Firebase, Fullstory, Braze) - experience with an app-based business is a strong plus, since App is a primary revenue channel here
- Understanding of D2C app-growth mechanics: deferred deep-linking, install funnels, and CPI/CPA benchmarks in the Vietnam app market
- Familiarity with ecommerce/app funnel benchmarks, and the ability to diagnose conversion problems from data rather than guesswork
- UX literacy specific to ecommerce checkout flows (cart, payment, promo code application) - you don‘t need to be a designer, but you need to be able to spot and help fix what‘s broken
- Data-driven mindset with the ability to build your own dashboards and reports (proficiency in tools such as Excel, Power BI, Looker, or GA4 expected)
Nice to Have
- Experience in a multi-channel F&B or retail business where an owned digital channel operates alongside food-aggregator or marketplace partners
- Experience with a CDP (Customer Data Platform) or marketing automation tool
- Basic proficiency in Figma or similar design tools
