Principal, Business Marketing (Search advertising)

Company Introduction

We exist to wow our customers. We know we’re doing the right thing when we hear our customers say, “How did we ever live without Coupang?” Born out of an obsession to make shopping, eating, and living easier than ever, we’re collectively disrupting the multi-billion-dollar e-commerce industry from the ground up. We are one of the fastest-growing e-commerce companies that established an unparalleled reputation for being a dominant and reliable force in South Korean commerce.

We are proud to have the best of both worlds — a startup culture with the resources of a large global public company. This fuels us to continue our growth and launch new services at the speed we have been since our inception. We are all entrepreneurs surrounded by opportunities to drive new initiatives and innovations. At our core, we are bold and ambitious people that like to get our hands dirty and make a hands-on impact. At Coupang, you will see yourself, your colleagues, your team, and the company grow every day.

Our mission to build the future of commerce is real. We push the boundaries of what’s possible to solve problems and break traditional tradeoffs. Join Coupang now to create an epic experience in this always-on, high-tech, and hyper-connected world.

Role Overview

We are seeking an elite, highly analytical, and results-oriented Paid Search Specialist to join our Performance Marketing team. This critical role is responsible for the hands-on management, execution, and optimization of large-scale Google Ads campaigns, driving both efficient customer acquisition and maximal profitability (ROAS). The ideal candidate thrives on deep data analysis, understands advanced Smart Bidding strategies, and is passionate about achieving growth through surgical optimization.

What You Will Do

1. Strategic Execution & Algorithmic Purity

• Manage the daily execution and optimization of large-scale Google Search campaigns, driving toward aggressive click volume targets while maintaining strict ROAS guardrails.
• Advanced Bidding Strategy Management: Serve as the expert for all automated bidding. Continuously monitor and adjust Target ROAS (TROS) targets to precisely manage the critical trade-off between efficiency and volume.
• Traffic Quality Enforcement: Own the process for continuous account purification:
• Efficiency Auditing: Identifying and automatically managing active keywords that consistently fail relevance checks to maximize immediate cost savings.
• Volume Reinvestment: Safely reinstating keywords that demonstrate sustained recovery in product-to-query alignment) to unlock new, quality volume.
• Keywords Growth: Incremental keywords discovery and addition to get quality traffic

1. Ad Rank and Competitive Ownership

• Act as the primary owner for improving account-wide Quality Score (QS), focusing on optimizing the three core components: Ad Relevance, Expected CTR, and Landing Page Experience (LPX).
• Impression Share (IS) Analysis: Own the competitive landscape by tracking and aggressively closing the gap on Search Lost IS (Rank). Utilize diagnostic frameworks to isolate structural causes of Impression Share loss.
• Structural Keyword Strategy: Implement and manage the Keyword Intent Mapping process, systematically aligning high-performing user search queries to the optimal match type to maximize QS and campaign control.
• Collaborate closely with Product and CRO teams to diagnose and improve poor Landing Page Experience (LPX) scores by providing data-backed audit reports and technical recommendations.

1. Deep Dive Analytics & Performance Diagnostics

• Utilize advanced reporting suites to perform Root Cause Analysis (RCA), quickly identifying the drivers of sudden performance fluctuations (e.g., drops in Ad Rank, CPC, or ROAS).
• Conduct deep-dive analysis on algorithmic stability, segmenting data by device, audience (1P/3P), and conversion path to uncover hidden growth opportunities (e.g., optimizing segment bid modifiers for incremental profitability).
• Analyze complex competitive dynamics (e.g., simultaneous drop in CPM vs. rise in CPC) to determine the precise impact of competitive pressure or shifts in auction inventory.
• Provide weekly performance readouts with data-backed, actionable recommendations to the product and marketing leadership.

Basic Qualifications

• Experience: Minimum of 6 years search advertising experience with hands-on experience managing large-scale Google Search campaigns
• Bidding Expertise: Deep understanding and proven success managing automated bidding strategies, specifically Target ROAS,, Maximize Conversions, and Maximize Conversion Value.
• Analytical Proficiency: Should be highly analytical and it is a plus if SQL or familiarity with Hive/Big Query exists.
• Technical Familiarity: Proficient in using Google Ads Editor for bulk operations and managing complex account structures.
• Audience Segmentation: Demonstrated ability to build and implement custom audience segments (Remarketing, Customer Match, GA4 audiences) for bidding and targeting.

Preferred Qualifications

• Experience in high-volume e-commerce or DTC environments.

• Familiarity with marketing attribution models beyond last-click.
• Experience running A/B experiments within the Google Ads platform.

Type of work model

• Hybrid

Our Hybrid work model: Coupang hybrid work model is designed to enable a culture of collaboration that acts a catalyst to enrich the experience of employees. Employees are required to work at least 3 days in the office per week, with the flexibility to work from home 2 days a week, depending on the role requirement. Some businesses may require more time in office due to nature of work.

Details to consider

• Those eligible for employment protection (recipients of veteran’s benefits, the disabled, etc.) may receive preferential treatment for employment in accordance with applicable laws.
  

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