Digital Growth

Digital Growth & Paid Media Lead
About Viva
At Viva, we foster a culture where our people grow, develop, and innovate with passion, inclusion, and transparency. As one of the fastest-growing ultra-low-cost airlines in the Americas, we are committed to building responsible, customer-centric, and high-impact marketing practices that strengthen our long-term brand presence, digital ecosystem, and commercial growth.

The Digital Growth & Paid Media Lead is responsible for defining, executing, and optimizing the full paid digital media strategy for Doters and its partner ecosystem. This role owns the end-to-end architecture, execution, and performance of all paid media channels—including Google, Meta, TikTok, Programmatic, and emerging platforms—to accelerate brand positioning, awareness, acquisition, and conversion across all business units.

Digital Strategy & Paid Media Ownership
Define, implement, and evolve the paid media strategy across Google, Meta, TikTok, Programmatic, and future platforms.
Lead annual and quarterly media planning aligned to awareness, engagement, acquisition, and conversion goals.
Design full-funnel paid media architectures including prospecting, retargeting, conversion, and re-engagement paths.
Align user lifecycle, funnel design, and performance objectives to each business vertical.
Campaign Execution & Performance Optimization
Oversee end-to-end campaign execution: audience definition, bidding strategies, budget pacing, and funnel optimization.
Implement structured experimentation frameworks (A/B testing, creative iteration, audience expansion models).
Identify funnel drop-offs and partner with Product, Data, and CRM to resolve friction points across the user journey.
Ensure flawless execution through continuous coordination with external media agencies and internal stakeholders.
Guarantee alignment with brand guidelines, paid media KPIs, and strategic objectives.
Analytics, Measurement & KPI Management
Own, monitor, and optimize key paid media KPIs: impressions, CTR, conversion rate, CAC, ROAS, LTV contribution, and spend efficiency.
Define and evaluate performance metrics together with analytics teams and media agencies.
Lead weekly, monthly, and quarterly reviews of dashboards and executive-level performance reports.
Ensure reliable attribution, tracking infrastructure, and reporting standards in collaboration with Data & Analytics.
Brand, Creative & Cross-Functional Collaboration
Partner with Brand teams and agencies to ensure message consistency and creative alignment across all paid assets.
Collaborate with CRM, Product, and UX to align acquisition flows with onboarding, retention, and lifecycle strategies.
Work with Growth & Partner Marketing teams to amplify co-branded campaigns and ensure consistent representation across all digital touchpoints.
Bachelor's degree in Marketing, Digital Media, Business, Engineering, or a related field.
Certifications in Google Ads, Meta Ads, TikTok Ads, Programmatic, or digital analytics are highly desirable.
3–5 years in performance marketing, paid media management, or digital growth roles—preferably in tech, retail, travel, or digital agencies.
~ Proven expertise in executing campaigns across Google, Meta, TikTok, Programmatic, and other ad platforms.
~ Strong experience working with or leading digital agencies and creative partners.
~ Demonstrated track record of improving CAC, ROAS, conversion rate, and driving full-funnel performance.

Advanced analytical and data interpretation abilities; Deep understanding of funnel design, audience strategies, creative testing, and lifecycle alignment.
able to influence cross-functional teams and senior stakeholders.
Passion for digital innovation, experimentation, and building scalable paid growth engines.
Life & medical insurance + 24/7 online medical assistance for your family.
All qualified applicants will receive consideration without discrimination of any kind. All candidate information will be handled confidentially and in compliance with Mexican data-protection regulations. Your data will be used only for recruitment-related purposes .