Job Description & Role Mission
Daraz, South Asia’s premier e-commerce ecosystem and a member of the Alibaba International Digital Commerce Group, is seeking a visionary Head of Digital Growth & Performance Marketing to lead all customer acquisition, retention, and lifecycle marketing in Pakistan.
You will manage eight-figure annual advertising budgets across Meta Ads, Google Ads, TikTok, programmatic DSPs, and in-app display networks. Your primary mandate will be accelerating user acquisition, driving 11.11 and 12.12 mega-sale traffic surges, and optimizing Customer Lifetime Value (LTV) to Customer Acquisition Cost (CAC) ratios.
Leading a high-caliber team of performance marketers, media buyers, conversion rate optimization (CRO) specialists, and data scientists, you will transform qualitative consumer insights and big-data behavioral metrics into high-performing commercial campaigns.
Key Responsibilities
- Own end-to-end digital acquisition and retention strategy for 10M+ active shoppers across Pakistan.
- Manage multi-million dollar performance marketing media spend across Meta, Google Performance Max, YouTube, TikTok Ads, and affiliate partners.
- Architect full-funnel customer journey experiments, conducting structured A/B and multivariate tests on creatives, copy, landing pages, and incentives.
- Collaborate with the Business Intelligence team to build predictive churn models, attribution models, and cohort analytics.
- Lead digital media operations during mega commercial events (11.11, 12.12, Pakistan Day, Eid Shopping Festivals).
- Optimize mobile app installation campaigns using AppsFlyer, branch deep-linking, and Apple Search Ads.
- Partner with brand category managers to develop tailored co-marketing campaigns for global brands (Samsung, Unilever, Xiaomi, Nestlé).
Requirements & Qualifications
- 4 to 8 years of demonstrated track record managing substantial monthly digital ad budgets in e-commerce, fintech, or top media agencies.
- Deep technical mastery of Meta Ads Manager, Google Ads (Search, Shopping, PMax), TikTok For Business, and Google Analytics 4 (GA4).
- Hands-on expertise with mobile measurement partners (MMPs) like AppsFlyer or Adjust and event tracking taxonomy.
- Exceptional analytical acumen with ability to analyze SQL queries, Looker dashboards, and conversion funnels.
- Strong creative judgment to brief and critique high-converting visual assets and short-form video hooks.
- Proven leadership experience managing and coaching mid-level performance marketers.
Required Skills & Competencies
Performance MarketingMeta AdsGoogle AdsGA4TikTok AdsAppsFlyerSQLA/B TestingROAS OptimizationGrowth Hacking
Benefits & Compensation
Market-leading salary package with bi-annual performance appraisals
Alibaba Group annual performance bonus and employee equity participation scheme
Comprehensive IPD and OPD health insurance for family with top-tier hospital access
Daraz corporate discounts and shopping vouchers for electronic gadgets and household items
Subsidized executive cafeteria and complimentary snacks and barista coffee
Company transport allowance or executive pool car entitlement
Global Alibaba learning programs and international talent exchange programs
About Daraz Pakistan (Alibaba Group)
Founded in 2012 in Pakistan and acquired by Alibaba Group in 2018, Daraz is South Asia’s leading e-commerce platform connecting over 30 million active buyers with 200,000 sellers across Pakistan, Bangladesh, Sri Lanka, and Nepal. Daraz manages its own end-to-end digital logistics company (Daraz Express - DEX) and proprietary digital payments gateway.
Direct On-Site Application
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