About the position
Introduction
Pick n Pay is seeking a highly skilled Head of Paid Media to lead the strategy, planning and execution of paid media initiatives across our digital ecosystem. This role will be central to driving qualified traffic to one of the biggest retail apps in South Africa (asap!), as well as our e-commerce platforms, to fuel growth, acquisition and retention.
The successful candidate will be a strategic thinker and data-driven marketer, with proven experience in app media performance, e-commerce traffic acquisition, and full-funnel digital marketing (Awareness, Consideration, Acquisition, Retention).
While paid media execution will be managed in partnership with a leading media agency, the Head of Paid Media will own the strategy, governance, performance framework, and innovation agenda for all paid media digital channels.
Duties & 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.
Desired Experience & Qualification
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.
