Head of Paid Media at Pick n Pay Stores Limited

Minimum Requirements:

• Postgraduate degree with a focus on Digital Marketing, Data Analytics, or Business Strategy.
• Certifications in Google Ads, Meta Blueprint, TikTok Ads, or Programmatic DSPs.
• Certification in Mobile Measurement Partners (MMPs) like Appsflyer.
• 8+ years in digital marketing and paid media, with at least 3 years in a senior leadership role.
• Advanced knowledge of customer lifecycle management, LTV modelling, and retention marketing.
• Proven track record of scaling app growth (installs, engagement, retention) through paid media.
• Experience with CDPs, CRM systems, and first-party data strategies.
• Strong understanding of attribution modelling and MMM (Marketing Mix Modelling).
• Familiarity with emerging media trends (retail media networks, shoppable media, social commerce, WhatsApp commerce).
• Proven experience in cross-functional leadership and stakeholder management at executive level
• Strong experience in e-commerce traffic acquisition and conversion optimisation.
• Deep understanding of performance marketing, attribution, programmatic media buying, and funnel-based media planning.
• Retail, FMCG, or high-growth digital environment experience highly advantageous.

Competencies:

• Strategic thinker: able to design paid media strategies that balance short-term performance with long-term brand growth.
• Data-driven decision maker: confident in using analytics, attribution models, and performance insights to guide investment and optimisation.
• Results-orientated: focused on achieving measurable business outcomes (ROI, revenue growth, app installs, retention).
• Innovation mindset: stays ahead of emerging media trends, retail media opportunities, and app growth tactics.
• Strong collaborator: able to partner effectively with internal teams (e-commerce, App, CRM, Loyalty, Product) and external agencies.
• Customer-first approach: ensures paid media strategies align with customer behaviour, needs, and preferences.
• Commercially minded: understand how media contributes to overall revenue, profitability, and long-term customer value.

Key Responsibilities:

Strategic Leadership

• Develop end-to-end paid media strategy for app growth, e-commerce, and brand campaigns across multiple channels (Google, Meta, TikTok, Programmatic, Affiliates, Retail Media, etc.).
• Define the media mix and budget allocation across the marketing funnel (Awareness, Consideration, Acquisition, Retention) to maximise ROI.
• Champion a mobile-first paid media strategy, with strong emphasis on app installs, app re-engagement, and app retention campaigns.

Execution and Agency Management

• Act as the strategic lead with the paid media agency, ensuring execution is aligned with Pick n Pay’s growth objectives.
• Translate business goals into actionable media briefs and performance KPIs.
• Oversee and challenge agency performance, creative effectiveness, and media buying strategies.

Performance and Optimisation

Drive measurable results across key paid media KPIs:

• App installs and active users
• Customer acquisition cost (CAC)
• Conversion rate optimisation (CRO)
• Return on ad spend (ROAS) and incremental revenue
• Customer lifetime value (CLV) and retention metrics
• Partner with analytics, data, and product teams to implement robust attribution models and ensure a single source of truth for reporting.
• Lead ongoing A/B testing, audience segmentation, and creative optimisation to improve performance.

Collaboration and Cross-Functional Alignment

• Work closely with the E-commerce, App, CRM, and Digital Product teams to align paid media with customer journeys and omnichannel campaigns.
• Collaborate with the Retail Media and Loyalty teams to leverage 1st party data for targeting and personalisation.
• Ensure brand consistency and governance across all paid campaigns.

Technical Skills

• Expertise across media platforms: Google Ads, Meta, TikTok, YouTube, Programmatic media buying, and funnel-based media planning.
• Advanced knowledge of app marketing tools: Appsflyer etc.
• Strong data literacy with ability to interpret dashboards, attribution models, and media performance.
• Excellent leadership, stakeholder management, and agency management skills.
• Ability to balance brand and performance media to drive both awareness and growth.

Closing Date: 29 October 2025