Principal, Business Marketing (Search advertising)
Coupang is reimagining the shopping experience with the goal of wowing each customer from the instant they open the Coupang app to the moment an order is delivered to their door.
Our services in Taiwan include “Rocket Delivery” which offers next-day delivery for a wide selection of items at affordable prices, “Rocket Overseas” which offers free international delivery on millions of best-selling products from Korea, the U.S., and beyond.
We are looking for talents to help us lead Coupang’s expansion in Taiwan. This is an exceptional opportunity to become a part of Coupang’s growth in Taiwan and create a world where our customers wonder, “How did I ever live without Coupang?”
Role Summary
We are seeking a highly analytical, results-driven Principal, Business Marketing (Search & Google Shopping) to take end-to-end ownership of our paid search engine marketing and shopping channel strategies. In this role, you will manage large budgets across the entire Google ecosystem (Search, Shopping, Performance Max) and Microsoft Advertising.
The ideal candidate embodies Coupang’s Leadership Principles—acting as an owner, diving deep into auction mechanics, systematically optimizing bidding and catalog feed structures, and driving real incremental growth. You will be responsible for scaling net-new GMV, optimizing incremental Return on Ad Spend (iROAS), and working cross-functionally with Analytics, Engineering, Finance, and Category teams to maximize bottom-line profitability. An experimental mindset is essential to learn, innovate, and drive continuous growth. We believe that world-class performance marketing relies on a rigorous "test-and-learn" philosophy
Position : Principal, Business Marketing (Search advertising)
What will you do?
1. High-Precision Campaign Execution & Capital Allocation
- End-to-End Channel Ownership: Strategize, launch, scale, and optimize high-budget Google Search (RSA, DSA), Google Shopping (GSA), Performance Max (PMax), and Microsoft Advertising campaigns with a holistic view of company profitability.
- Bidding Calibration & Optimization: Build scalable processes and feedback mechanisms across all Google bidding mechanics. Apply calibration multipliers to align in-platform bids with true incremental returns.
- Laser-Focused Capital Allocation: Dynamically reallocate daily budget pools between Brand, Non-Brand Search, and Shopping feeds based on margin profiles, unit economics, and peak demand spikes. Eliminate wasteful broad-match spend.
- Zero-Defect Standards : Maintain 100% account hygiene, including tracking parameters (MMP / Google Tag / Conversion Signals), bid caps, feed updates, and negative keyword maintenance.
2. Strategic Search Expansion & Catalog Engineering
- Aggressive Market Expansion: Lead bold keyword acquisition initiatives to capture dominant market share across Taiwan without compromising efficiency floors.
- Theme Clustering & Semantic Cohesion: Leverage Dynamic Search Ads (DSA) to capture long-tail intent. Implement intent-based clustering to solve "Theme Fragmentation," ensuring ad groups remain semantically concise and aligned with Google's relevance algorithms.
- Google Merchant Center (GMC) Leadership: Oversee product feed health, title/attribute optimization, automated custom label structures and rapid disapproval resolutions. Own the Google Merchant Excellence report and benchmarks for channel dominance.
3. Advanced Analytics, "Deep Dives" & Incrementality
- Root Cause Analysis: Conduct granular daily and weekly deep dives into search term reports, auction insights, impression share metrics, and signal drift to prune broad-match leakage.
- Beyond Surface Metrics: Analyze GMV per Click (GPC), auction impression share, conversion delay models, and SKU-level performance rather than relying on surface clicks or platform-reported figures.
- Incrementality & Lift Measurement: Lead user-level Conversion Lift experiments (Ghost Ads / Holdouts) to establish true incremental ROAS (iROAS) and calibrate Smart Bidding algorithms despite channel complexities and dependencies.
- Pipeline Validation: Partner with data engineering to validate web and mobile app attribution pipelines across Google Tag, Firebase SDK, and MMPs.
4. Cross-Functional Leadership & Executive Alignment
- Data-Led Stakeholder Alignment: Translate complex auction mechanics, calibration models, and incrementality data into actionable insights.
- Constructive Alignment : Challenge assumptions openly using data when evaluating campaign launches. Once a direction is set, execute with full commitment.
Basic Qualifications
- Experience: 8 to 10+ years of hands-on experience managing large-scale performance marketing budgets specifically within Google Ads (Search, Shopping, PMax) and SEM, ideally within E-Commerce or high-growth tech environments.
- High-Budget Track Record: Proven track record of managing large daily/monthly budgets (tens of thousands USD daily spend) in fast-paced e-commerce or marketplace environments with a strong sense of urgency.
- Technical & Bidding Mastery: Expert-level technical understanding of Google's Smart Bidding algorithms, auction-time signals, conversion delay models, and feed optimization tactics.
- Data Literacy & Deep Analytics: Mastery of Excel/Google Sheets (advanced modeling). Experience with SQL, Python, or BI tools (Looker/Tableau/BigQuery) for executing technical audits and processing raw conversion logs is desired.
- MMP & Tracking Expertise: Strong technical understanding of Mobile Measurement Partner (MMP) integrations, Firebase SDK, URL tracking parameters, and web-to-app conversion pathways.
- First-Principles Problem Solving: A first-principles thinker who creates SOPs rather than just following them. Hungry for new knowledge and proactive in adopting privacy-first platform technologies.
Preferred Qualifications
- Extreme Ownership: You close every thread you start. You are responsible for the health of the account 24/7 and ensure seamless transitions and delegations during absences.
- The "Hungry" Learner: You don't settle for "I don't know." You are motivated to explore the "why" behind performance shifts and stay ahead of platform algorithm changes.
- Efficiency First: You understand that scaling is easy, but scaling profitably is an art. You focus on purifying signals rather than just buying impressions.
Recruitment Process and Others
Recruitment Process
Application Review - Phone Interview - Onsite (or Virtual Onsite) Interview – Offer
The exact nature of the recruitment process may vary according to the specific job and may be changed due to scheduling or other circumstances.
Interview schedules and the results will be informed to the applicant via the e-mail address submitted at the application stage.
Details to Consider
This job posting may be closed prior to the stated end date for application if all openings are filled.
Coupang has the right to rescind an offer of employment if a candidate is found to have submitted false information as part of the application process.
Those eligible for employment protection (recipients of veteran’s benefits, the disabled, etc.) may receive preferential treatment for employment in accordance with applicable laws.
Privacy Notice
Your personal information will be collected and managed by Coupang as stated in the Application Privacy Notice located below:
人人均等的機會
Coupang提供均等的機會給所有員工。若沒有全球多元團隊的寶貴意見，我們不可能達成史無前例的成功
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- 1. I understand that working with Relatives in the Coupang group of companies (collectively, the "Coupang Group") -- where they can influence each other’s work -- can potentially create conflicts of interest. Therefore, such a situation requires prior approval from the People Operations. In view of the above, I hereby confirm that I DO NOT have any Relatives working in any company within the Coupang Group or serving on the Board of Directors of any company within the Coupang Group; choose one
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