PURPOSE / OBJECTIVE (OF THIS POSITION):
The Group Manager, Performance Marketing is responsible leading the group-wide customer acquisition engine across ZUS Coffee and adjacent business units, including FMCG and Lifestyle.This is a critical, hands-on leadership role responsible for shaping acquisition strategy, owning channel investment decisions, and scaling performance marketing across markets and business models. Reporting directly to regional leadership, this role will drive acquisition outcomes through strategy ownership, execution oversight, and the development of scalable frameworks for country teams.The role focuses on powering high quality customer acquisition across channels and business units, while working closely with downstream teams to ensure effective handoff into retention and loyalty programs.
JOB RESPONSIBILITIES:
Part 1 ––Primary roles of the job which are measurable and may be used as part of KPIs
1. Group Performance Marketing Strategy Ownership
- Own and lead performance marketing strategy across all ZUS business units (outlet, FMCG, lifestyle), defining how acquisition channels are deployed to support different business models and growth objectives.
2. Channel & Investment Leadership
- Own channel strategy and budget allocation across paid social, search, display, and emerging platforms, ensuring efficient acquisition, scalable growth, and disciplined ROI management across markets.
3. Multi-Business Unit Acquisition Design
- Design acquisition approaches tailored to different business units, ensuring performance marketing supports store traffic, product purchase, and brand discovery appropriately.
4.Regional & Market Frameworks
- Establish acquisition frameworks for mature, pre-mature and new markets, including channel mix, testing strategy, scaling logic, and benchmarks. Guide country teams to execute within a consistent group strategy while optimising locally.
5. Acquisition Quality & Cross-Team Alignment
- Partner with Loyalty/CRM and Product teams to define acquisition quality signals and handoff requirements, ensuring users acquired through performance channels are primed for downstream engagement.
6. Group Performance Marketing Team Formation & Leadership
- Build and develop the group performance marketing function by defining team structure, roles, and operating model, and by coaching internal teams and partners to raise execution standards across markets.
Part 2 – Secondary roles which supports the primary roles above
1. Build and maintain scalable acquisition playbooks, channel guidelines, and best practices to support consistent execution across markets.
2. Oversee analytics, attribution, and measurement frameworks (e.g. GA4, AppsFlyer, CDP inputs) to ensure consistent and reliable acquisition reporting across business units.
3. Identify and adopt new performance marketing platforms, formats, automation tools, or processes to improve acquisition efficiency and scalability.
4. Lead agency and platform partnerships at group level, setting performance expectations, governance standards, and innovation roadmaps.
5. Monitor competitive acquisition strategies across categories and markets to inform testing and differentiation opportunities.
JOB AUTHORITIES :
- Authority to define group-wide acquisition strategy, channel frameworks, and optimisation standards.
- Authority to allocate and rebalance acquisition budgets across markets and business units within approved financial guardrails.
- Authority to set acquisition KPIs, benchmarks, and testing priorities for country teams.
- Authority to appoint, manage, and evaluate agency and platform partners at regional/group level.