Marketing Manager

A game-changing B2B2C ads manager platform that empowers advertisers to launch and optimize campaigns for propelling their business growth.

Marketing manager was successfully launched in October 2022.

Promising results within its first quarter release 

1k

Monthly Active Users

19%

Adoption Rate 

Demands from specialized audiences
 

What made fueled the launch of Marketing Manager platform

Marketing Manager was built to meet merchants' needs for business growth, including setting campaign goals, targeting specific audiences, and providing creative freedom, which the existing Grabmerchant App couldn't fulfill.

 GrabMerchant app,
a resourceful but limited experience for ads.

An opportunity for merchants

24m

Monthly Active
transactional Users

An opportunity for merchants

520m

Active merchants using
Grab's business services

Marketing Manager audiences

Micro-medium businesses

Low-medium expertise on ad platforms. Working as a solo marketer running campaigns for 1-3 outlets.

Low ad spend.

Large enterprises

High experts on ads platforms. In-house marketing teams or external agencies, with campaigns for over 6-10 outlets.

Medium-high ad spend.

Data-driven key functionalities

Marketing Manager utilizes double-edged data, combining user information to appeal to merchants and
merchants' information to offer automated options.

These are some examples of personalized marketing tools.

01

Audience targeting.
Utilizing consumer data for highly segmented campaigns.

The challenge was effectively managing diverse audiences with varying expertise.

The solution included automated options for micro-merchants and flexible ones for medium-sized businesses.

A floating menu on the left with market insights and a forecasting tool  helped new users choose the right audience.

Results

↓9 min

Reduction of campaign creation time 

02

Simple campaigns.
Flexible options for catering different user personas.

Simplified for efficiency, simple campaigns streamline advanced campaign creation. Now, users can launch a campaign in just three clicks by selecting an objective.

Results

↓24%

Published campaigns

03

Creative Designer
Automated options to launch campaigns fast.

To reduce the initial campaign rejection rate (36%), we created Creative Designer, a library with
pre-approved photos and headlines, accelerating the creative launch process.

Results

0%

rejection rate during first six months after release.

Alpha launch

Incremental enhancement
 

During the Alpha launch, users requested additional guidance, with less tech-savvy merchants expressing a desire for the ability to create simple yet high-impact campaigns.

Special campaigns
Powerful campaigns with
just a few clicks.
 

These templated campaigns achieve high-impact results without requiring expertise. Initially, the strategy educated low-savvy merchants in ad creation using the Ads Manager app. As they gained experience, they were invited to explore the more sophisticated Marketing Manager platform.

Results

24.3%

Merchant's ROI 

Alpha launch

Scaling the product

Marketing Manager exceeded its core goal of 1,000 monthly active users during its second-quarter launch.

With this success, the platform can scale to an even broader audience. Here are some initiatives planned to drive further growth.

Segmented user onboarding

We tailored the experience based on the acquisition channel (mobile versus organic) to have a proper promise fit.

Incentives

We introduced a $200 Free Ads Credit plan to kickstart the first campaigns, allowing users to redeem their initial campaigns without cost. 

Triggering habits

To create habit-forming behavior, we incentivized merchants to launch campaigns during key milestones, such as reaching their first 100 orders or celebrating their Grab anniversary. 

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The displayed work is just a snapshot of my two-year leadership in creating and launching Marketing Manager.
For a deeper understanding of its capabilities, refer to the user guide here.