CILI KAMPUNG MALAYSIA SDN BHD Hiring! Full Time Senior Executive, Performance Marketing in Federal Territory, Earn up to MYR 5,500 - Ricebowl

Job Description: Senior Executive, Performance Marketing

Location: Kuala Lumpur, Malaysia

Department: Marketing & Brand

Reports To: Head of Marketing (Primary) | Senior Manager, Bluebird (Dotted Line)

About Continuum Hospitality Group

Continuum Hospitality Group is one of Malaysia’s fastest-growing F&B groups, managing a diverse portfolio of distinctive restaurant brands including Spice Guys, Cili Kampung, Kikyo, Kyo KL, Benihana, Dash at Desaru, and more.

With a vision to expand across Southeast Asia, Continuum Hospitality Group is building a hospitality ecosystem that champions innovation, experience design, and brand scalability. Our brands span across dining, nightlife, and lifestyle concepts — each crafted with precision to deliver memorable experiences and sustainable growth.

About the Role

The Senior Executive, Performance Marketing is responsible for planning, executing, and optimising paid media campaigns across all digital advertising channels for Continuum Hospitality Group's full portfolio of brands — spanning dining, lifestyle, and nightlife concepts. This includes standalone brand campaigns, event and promotional campaigns, post boosts, and dark/unpublished ads across all active CHG venues and concepts running simultaneously. This role ensures that every marketing ringgit spent is tracked, measured, and delivering a demonstrable return — from the first ad impression through to conversion and retention. The incumbent manages paid media activity across multiple brands and campaigns concurrently, maintaining distinct account structures, audience strategies, and performance benchmarks for each concept. They report directly to the Head of Marketing and maintain a dotted-line relationship with the senior manager at Bluebird, a sister production agency, to align on creative production requirements and campaign output standards. This person is expected to operate with initiative, surface insights proactively, and bring structured data thinking to a fast-paced, multi-brand hospitality environment.

Key Responsibilities

A. Paid Media Campaign Management

Plan, build, and manage paid advertising campaigns across Meta (Facebook & Instagram), Google Ads (Search, Display, YouTube, Performance Max), LinkedIn, TikTok, and relevant third-party platforms — across all active CHG brands and concepts simultaneously.

Maintain distinct ad account structures, naming conventions, and campaign hierarchies per brand; ensure no cross-contamination of audiences, budgets, or attribution between concepts.

Set up all campaigns with correct parameters: audience targeting, placement selection, bidding strategies, budget allocations, scheduling, and attribution windows — specific to each brand's objectives.

Execute post boosting for organic social content across all brand pages: select appropriate posts, define boosting audience, budget, duration, and objective; ensure boosts are set up correctly and not cannibalising standalone campaign performance.

Create and manage dark ads (unpublished/non-public posts used as paid placements): build dark post creative in Ads Manager, configure targeting and delivery settings, and ensure the post does not surface on the brand's organic feed. Used particularly for nightlife promotions, event-specific offers, or audience-segmented messaging that should not be visible to the general public following the page.

Ensure all campaigns and boosts are tagged correctly at the ad, ad-set, and campaign level with proper UTM parameters and tracking codes before going live.

Manage multiple concurrent campaigns across different brands, venues, and promotional timelines without errors or oversight.

Maintain clear campaign documentation including account structures, ad libraries, dark post logs, and version histories per brand.

B. Tracking, Attribution & Measurement

Own and maintain all tracking infrastructure: Meta Pixel, Google Tag Manager (GTM), Google Analytics 4 (GA4), LinkedIn Insight Tag, TikTok Pixel, and any other channel-specific tags.

Define and implement conversion events aligned to business goals (reservations, enquiries, event sign-ups, direct messages, foot traffic proxies).

Apply attribution modelling appropriate to each campaign type and report on multi-touch attribution across the funnel.

Ensure data accuracy and flag discrepancies between platform-reported and server-side data immediately.

Coordinate with any external web or tech partners to implement tracking on landing pages, booking systems, and microsites.

C. Campaign Monitoring, Optimisation & A/B Testing

Monitor all live campaigns daily; flag underperformance, budget overspend risks, or delivery anomalies to the Head of Marketing promptly with recommended corrective action.

Optimise campaigns continuously: adjusting bids, budgets, creatives, targeting, and placements based on real-time performance data.

Design and run A/B tests on ad creatives, copy variations, landing page variants, and audience segments; document hypotheses, results, and learning outcomes.

Stay current with platform algorithm changes, new ad formats, and beta features; assess relevance and recommend adoption where appropriate.

Research and evaluate emerging channels, AI-powered ad tools, and automation solutions; present recommendations to the Head of Marketing.

D. Conversion Funnel & Post-Click Ownership

Own the post-click user journey: assess landing page quality, load speed, mobile experience, and conversion mechanics in collaboration with content or tech teams.

Identify drop-off points in the conversion funnel and raise specific improvement recommendations for landing pages, booking flows, or enquiry forms.

Liaise with the content and creative teams to ensure ad creatives align with the landing page message and brand aesthetic for consistent user experience.

E. Audience Management & CRM Integration

Build, manage, and refresh custom audiences, lookalike audiences, and retargeting pools across all platforms.

Coordinate with the Head of Marketing on CRM list uploads, customer segmentation, and suppression list management for targeted and retention campaigns.

Maintain audience hygiene and ensure data is refreshed, relevant, and compliant with platform policies and applicable data privacy regulations.

F. SEO / SEM Coordination

Manage Search Engine Marketing (SEM) campaigns on Google and Bing, including keyword research, match type strategy, negative keyword hygiene, and Quality Score optimisation.

Coordinate with the content team to align paid search targeting with organic SEO efforts, avoiding cannibalisation and maximising combined share of voice.

Monitor branded and non-branded search term performance; escalate significant shifts to the Head of Marketing.

G. Budget Pacing & Financial Accountability

Recommend media budget allocation across channels, campaigns, and time periods based on historical performance data and campaign objectives, for approval by the Head of Marketing.

Track daily, weekly, and monthly budget pacing against approved allocations; raise pacing risks or underspend opportunities proactively.

Provide monthly budget utilisation reports with variance explanations and forward-looking spend projections.

Exercise budget discipline; no campaign spend may be initiated or adjusted beyond approved thresholds without prior HOD sign-off.

H. Dashboards, Reporting & Insights

Build and maintain live performance dashboards that provide clear, real-time visibility into key metrics: impressions, reach, CTR, CPC, CPM, ROAS, conversion rate, cost per lead, and cost per acquisition.

Prepare and deliver weekly performance summaries and monthly detailed reports with actionable insights, not just data exports.

Present findings and recommendations to the Head of Marketing clearly; flag what is working, what is not, and what the proposed next step is.

Maintain a running record of campaign experiments and learnings to inform future strategy.

I. Creative Specifications & Cross-team Collaboration

Provide the creative and content teams with precise ad creative specifications for every campaign: dimensions, file formats, character limits, aspect ratios, safe zones, and platform-specific guidelines.

Brief the creative team clearly on campaign objectives, audience, and message; review ad creatives before going live to confirm technical compliance and alignment with campaign intent.

Flag creative fatigue proactively and coordinate refreshes before performance decline is significant.

Collaborate closely with Bluebird's senior manager on production timelines, creative outputs, and performance learnings to maintain consistency across CHG and agency channels.

J. Platform Certifications & Professional Development

Maintain up-to-date certifications in relevant platforms: Google Ads (Search, Display, Shopping, Video), Meta Blueprint, and others as relevant.

Proactively upskill in AI-native marketing tools, automation platforms, and measurement solutions; bring recommendations to the team.

Attend relevant industry webinars, platform update sessions, and training to remain at the leading edge of performance marketing practice.

K. Internal Knowledge Sharing

Lead quarterly structured knowledge-sharing sessions for the marketing team on performance marketing fundamentals, platform updates, and campaign learnings.

Develop simple, practical reference materials (guides, cheat sheets, briefing templates) that help non-performance colleagues brief campaigns and interpret results.

Mentor and coach junior marketing team members on digital advertising concepts, measurement, and campaign management as required.

As part of the CHG Marketing & Brand team, the Senior Executive, Performance Marketing is equally responsible for the following alongside all team members:

Uphold CHG's brand identity, visual standards, and tone of voice across all channels and outputs without exception.

Collaborate constructively with peers across brand, content, creative, and events functions; this team succeeds collectively.

Attend and contribute meaningfully to all team meetings, briefings, and planning sessions.

Communicate proactively — surface problems early, share updates without being asked, and close loops on open items.

Maintain confidentiality of all business-sensitive information, campaign data, and internal strategies.

Support new team members during onboarding and contribute to a positive, high-performance team culture.

Pay: RM4,500.00 - RM5,500.00 per month

Work Location: In person