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.
- 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.
- 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.
- 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 - Job Fit Interview - Focus 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: https://www.coupang.jobs/privacy-policy/
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
Skills Required
- 8+ years experience in Paid Search/SEM (preferably E-commerce or high-growth tech)
- Expert-level knowledge of Google Ads (RSA, DSA, tROAS bidding)
- Familiarity with script-based automation or API-driven campaign management
- Advanced Excel and Google Sheets skills
- Experience with SQL
- Experience with Python
- Experience with data visualization tools (Tableau or Looker)
- Strong understanding of Mobile Measurement Partner (MMP) integrations and URL tracking logic for app-to-web
- First-principles problem solving; comfortable creating SOPs and working with OCI integrations
- Ability to simplify complex data into executive-level insights and present in English and Chinese
- Extreme ownership of account health and seamless delegation (preferred behavioral)
- Proactive, curious learner who investigates performance shifts and platform algorithm changes
- Efficiency-first mindset focused on profitable scaling and signal purification
Coupang Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Coupang and has not been reviewed or approved by Coupang.
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Healthcare Strength — Benefits are described as robust, including medical, dental, vision, disability, life, mental health, and transgender healthcare. Some locations also offer on-site or virtual health screenings that enhance preventive care access.
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Retirement Support — Financial programs include a 401(k) with company matching and an employee stock purchase plan alongside performance bonuses. Feedback suggests these elements provide a structured foundation for long-term savings and wealth building.
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Leave & Time Off Breadth — Paid time off is described as generous with accrual increasing with tenure, complemented by company-paid holidays and parental leave. Flexible work arrangements in some roles further support time away when needed.
Coupang Insights
What We Do
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 entrepreneurial, 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.
Why Work With Us
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. At our core, we are bold and ambitious people that like to get our hands dirty and make a hands-on impact.
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