Title: Director of E-commerce Marketing
Company: PAPA JOHN'S
Location: Moscow
Experience: Over 6 years
About the Role
You will be responsible for how we attract new customers online: from advertising strategy at all stages of the funnel to the first order. You will purchase media, manage agencies, advertising platforms, and partners, including aggregators. The acquisition budget will be under your management, and your performance will be evaluated by its return. You will report to the General Director. Close collaboration with the loyalty team, which works with the customer after the first order.
Responsibilities
- Acquisition strategy across the entire funnel: reach (video, programmatic, bloggers, digital outdoor), engagement (search, maps, retargeting), and conversion to the first order in the app and on the website.
- Media buying and budget allocation across channels with monthly redistribution based on CPO, new customer cost, ROAS, and payback.
- E-commerce partnerships: commercial terms, co-financing of promotions and placement in delivery aggregators, as well as partnerships with platforms, banks, telecom operators, and other brands to attract new customers.
- Management of agencies and contractors: selection, briefing, negotiation, replacement; performance-based remuneration.
- Incrementality testing: geo-holdouts and control groups.
- First order offer mechanics in collaboration with loyalty and finance teams.
- Acquisition reporting for management, approval of local campaigns with sub-franchisees.
Requirements
Mandatory:
- 7+ years in performance or digital marketing, including 3+ years managing budgets and teams, in foodtech, delivery, e-commerce, QSR, or retail with high purchase frequency.
- Confident practical experience with Yandex Direct, Yandex Maps, VK Advertising, Telegram Ads, programmatic advertising, and app install campaigns (AppMetrica or AppsFlyer, Yandex Metrica).
- Proven results in numbers: reduced acquisition cost, increased number of new customers, shortened payback period.
- Experience in commercial negotiations with agencies, platforms, or aggregators. You have signed contracts, not just media plans.
- Proficiently work with raw data.
Will be a plus:
- Commercial experience with Yandex.Eda or other aggregators.
- Partnership deals beyond media (banks, telecom operators, coalition loyalty programs).
- Working English.
Conditions:
- Official employment according to the Labor Code of the Russian Federation.
- Voluntary medical insurance after the probationary period.
- Comfortable working hours.
- Opportunity to influence the strategy of one of the company's key directions and see the results of your decisions.
Skills: Brand Promotion, E-Commerce, Internet Marketing
