Performance & Analytics Manager

About the Role

The Performance & Analytics Manager is responsible for consolidating data across paid, owned, and earned channels to provide actionable insights, performance dashboards, and ROI analysis. This role ensures the organization makes data-driven decisions and continuously improves media and social effectiveness. The role focuses on driving digital efficiency across True’s owned digital properties (App, Website, Online Store) and manages funnel-based planning, acquisition, remarketing, and conversion campaigns to deliver measurable business outcomes such as sign-ups, purchases, usage, and digital adoption.

Responsibilities

• Performance Media Strategy & Execution (25%): Design lower-funnel performance strategies focused on conversion, acquisition, and digital adoption across True’s owned properties; own conversion KPIs (CVR, CPI, CAC, ROAS, add-to-cart rate, landing page traffic); build audience strategies including remarketing, lookalikes, CRM segments, and app-based targeting; manage always-on campaigns across Meta, Google, App Ads, Programmatic, and Affiliate networks; ensure tracking, tagging, pixels, and deep links are implemented with App/Website teams via AppsFlyer or equivalent MMP.
• Performance Measurement & Dashboarding (20%): Build and maintain unified dashboards across media, social, and brand performance; track KPIs daily/weekly/monthly and provide actionable insights to stakeholders.
• Campaign & Always-On Analytics (20%): Conduct deep-dive analysis for campaigns and always-on media and provide optimization recommendations based on data signals.
• ROI & Investment Analytics (15%): Support budget allocation through ROI analysis, attribution insights, and MMM when applicable; evaluate platform performance and audience effectiveness.
• Partnership with Cross-Functional Teams (10%): Collaborate with media planners, social team, product owners, brand leads, and research/insights teams to connect brand tracking with media metrics.
• Innovation & Experimentation (10%): Design A/B tests and pilots for new platforms and formats; build measurement frameworks for new initiatives.

Qualifications

• Bachelor’s or Master’s degree in Marketing, Communications, Business, or related field.
• 5–8 years in analytics, media performance, data insights, or measurement.
• Strong understanding of digital media channels (Meta, Google, TikTok, Programmatic) and mobile measurement platforms (AppsFlyer, Adjust, or equivalent MMP).
• Hands-on experience with AppsFlyer including SDK integration understanding, dashboard reporting, cohort analysis, attribution configuration, and fraud protection settings.
• Strong skills in data visualization tools (Data Studio, Tableau, Power BI).
• Experience with media metrics (CPM, CPC, ROAS, VTR) and brand metrics (reach, equity, uplift).
• Good communication, stakeholder management, and project management skills; able to handle multiple campaigns within tight timelines.
• Experience in telco, FMCG, or performance-driven industries is a plus.

Skills

• Conversion & acquisition metrics (CVR, CPI, CAC, ROAS, add-to-cart rate)
• Tracking & attribution (AppsFlyer or equivalent MMP, SDK integration, pixels, deep links)
• Always-on campaign management across Meta, Google, App Ads, Programmatic, Affiliate
• Dashboards & visualization (Data Studio, Tableau, Power BI)
• A/B testing & experimentation, MMM, cohort analysis