Instrument the funnel
Aligned the team around a consistent read from media exposure to install and registration.
01 / Marketplace launch / Mexico
Building acquisition for Shopee Mexico’s first scale window.
A launch-stage growth system spanning paid media, affiliates, SEO, influencers and referrals—with efficiency and app adoption measured from day one.
RoleOnline Lead Manager
PeriodFirst 3 months
InvestmentUS$2M+ monthly
01
−30%CPI
−40%cost per registration
+35%app downloads
Business context
Shopee Mexico
At market entry, Shopee needed to create awareness and app adoption while learning quickly which audiences and channels could scale. The work had to connect media investment with installs, registrations and marketplace growth—not optimize campaigns in isolation.
My mandate
As Online Lead Manager, I owned the integrated online growth workstream across paid media, affiliates, SEO, influencer coordination, referral mechanics and organic growth initiatives.
Core responsibilities
- Designed the launch and early-scale acquisition strategy across paid and partner channels.
- Managed more than US$2M in monthly marketing investment and reallocated budget against CPI and registration efficiency.
- Built an operating cadence across affiliates, influencers, SEO, referrals and performance media.
- Translated channel data into actions for creative, audiences, bidding and growth priorities.
How I approached it
From diagnosis to scale.
Find efficiency
Used channel, audience and creative signals to reduce acquisition friction and concentrate spend.
Scale the learning
Connected paid and organic initiatives so every launch cycle produced reusable growth insight.
Progression
The work over time.
- Days 01–30
Launch foundation
Channel structure, measurement definitions and partner workstreams were established.
- Days 31–60
Efficiency sprint
Budget, creative and audience decisions were optimized against CPI and registration cost.
- Days 61–90
Controlled scale
The strongest signals received more investment while acquisition quality remained visible.
Measured outcome
Within the first three months, CPI fell 30%, cost per registration decreased 40% and app downloads grew 35% while the marketing operation handled more than US$2M per month.
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