Digital Marketing Specialist

We are looking for a Digital Marketing Specialist to own Xpress's full marketing execution — from paid digital acquisition and re-engagement, to content, to ATL and BTL initiatives, to influencer marketing.

You will manage ₱1,000,000+ in monthly media spend across Meta, Google, TikTok, Apple Search Ads and other relevant channels, while also driving content, on-ground activations, and influencer partnerships that support the same growth goals.

Reporting to the Growth Manager, this is an individual contributor role that spans the full marketing stack. You'll move between the ad platforms, content planning, on-ground activity, and creator partnerships — all pointed at the same growth numbers.

What You Will Do1. Paid Growth & Performance Marketing

• Plan, launch and optimize campaigns across Meta, Google, TikTok, Apple Search Ads and other channels
• Own top-of-funnel acquisition, including app installs and relevant conversion events
• Build campaigns specifically to drive re-installs and reactivation of lapsed users
• Manage budgets based on performance rather than fixed historical allocations
• Test audiences, bidding strategies, placements, formats, offers and channels
• Scale what works and stop what doesn't
• Content Marketing
• Plan and manage content calendars across Xpress's owned digital channels
• Develop content that supports acquisition, engagement, and brand awareness goals
• Work with design and creative resources to produce content across formats — social, blog, video, and more
• Keep content consistent with brand voice and aligned with live campaign priorities
• Coordinate closely with the Social Media point person on content planning and publishing
• ATL & BTL Initiatives
• Plan and coordinate above-the-line efforts (mass media, out-of-home, and similar) to support major campaigns or launches
• Lead below-the-line initiatives — on-ground activations, local partnerships, events — that build acquisition and brand visibility
• Coordinate with agencies and vendors on ATL/BTL execution
• Track and report on ATL/BTL performance alongside digital metrics
• Influencer Marketing
• Identify and manage relationships with influencers and content creators relevant to Xpress's audience
• Brief influencers on campaign goals, messaging, and deliverables
• Track influencer campaign performance and return on investment
• Build a pipeline of influencer partnerships aligned with target audiences
• Coordinate closely with the Social Media point person to keep influencer content aligned with organic channels
• Creative Performance
• Work closely with Design, Content and Growth on creative strategy across paid, organic, and influencer channels
• Identify which messages, hooks, formats and offers perform best with Filipino audiences
• Build clear creative briefs using actual campaign data and customer insight
• Maintain a continuous pipeline of new creative tests and iterations
• Understand creative fatigue and refresh campaigns before performance deteriorates
• Challenge weak creative rather than simply putting more budget behind it
• Analytics & Attribution
• Track performance across acquisition and re-engagement funnels
• Use attribution and analytics tools to understand where users are coming from and how campaigns perform
• Analyze performance by campaign, audience, geography, creative and cohort
• Identify unusual changes quickly and investigate the cause
• Build clear reporting that explains what happened and what should happen next
• Work with Product and Technology when tracking or attribution needs improvement

What We're Looking For

• 3+ years of hands-on paid media, performance marketing, or growth marketing experience
• Strong practical experience with Meta Ads Manager and Google Ads
• Experience with TikTok Ads, Apple Search Ads, or other performance channels is an advantage
• Experience managing meaningful digital advertising budgets
• Experience across the broader marketing mix — content, ATL/BTL initiatives, and influencer marketing — not just paid digital
• Strong understanding of acquisition, re-engagement, attribution, testing, and campaign optimization
• Comfortable working directly inside advertising platforms every day
• Strong analytical capability using Excel, Google Sheets, dashboards, and analytics tools
• Able to translate campaign data into creative and commercial decisions
• Strong understanding of Filipino consumers, culture, and digital behavior
• Comfortable working quickly and being accountable for measurable performance
• Able to manage multiple workstreams — digital, content, ATL/BTL, influencer — at the same time

The Ideal Candidate

• Thinks in experiments rather than assumptions
• Knows that cheap traffic is useless if it is the wrong traffic
• Understands that creative is often the biggest performance lever
• Looks at data daily and notices when something changes
• Is comfortable killing their own idea when the numbers say it isn't working
• Treats the company's marketing budget like their own money
• Constantly asks: What can we test next?
• Comfortable moving between strategic thinking and hands-on execution across multiple channels

Role Details

• Reports to: Growth Head
• Location: Pasig City, Metro Manila
• Employment Type: Full-time
• Work Setup: On-site, flexible working hours