Facebook is on the search for a marketer to spearhead its B2B marketing efforts in Malaysia and Indonesia. Based in Singapore, the head of marketing role for Malaysia and Indonesia encompasses all aspects of B2B marketing including driving digital marketing, identifying and sharing the right success stories, creating meaningful content, driving the right mix of events, as well as identifying the most appropriate set of marketing collateral, among others.
According to Facebook, the role incorporates all aspects of B2B marketing content including creation of keynote presentations as well as event and marketing collateral plus packaging insights materials for the industry. Other responsibilities include developing thought leadership materials designed to enhance its advertisers', agency partners and the industry's understanding of digital marketing, and developing scalable ways to use data and metrics to drive growth. The individual will also be responsible for driving some of the Southeast Asia-wide marketing programmes, including Ramadan, Mega Sales Day and Regional Tentpole event.
The role will be part of the Asia Pacific marketing team and the individual will be a senior partner to the sales leads in Malaysia and Indonesia. Facebook added that the position requires a deep understanding of the marketing landscape for Malaysia and Indonesia, as well as the overall Southeast Asia. The candidate will report to the head of marketing, Southeast Asia and is expected to have at least 12 years of professional experience, five years of management experience, and would have demonstrated capacity for developing industry leading marketing strategies and campaigns in an Internet and/or advertising environment.
Separately in a move that might seem unusual to some, Facebook recently acquired CRM platform Kustomer to help more companies carry out business on its platforms. Although Facebook did not reveal the acquisition value, Wall Street Journal reported that it is expected to be "a little over US$1 billion", citing its sources. Following the acquisition, Kustomer businesses will continue to own the data that comes from interactions with their customers. Facebook said it eventually expects to host Kustomer data on secure Facebook infrastrucutre and in doing so, it will act as a service provider at the instruction of business customers.
It also came under the spotlight recently when it allegedly misreported one of the measures of its ads' effectiveness over the course of a year. According to CNBC, its conversion lift tool encountered a glitch which allegedly impacted "thousands of ads" between August 2019 and 2020. Although the error was fixed in September, clients were only informed of it this month, CNBC said.
MARKETING-INTERACTIVE understands that the metric is non-billable and a small number of advertisers have impacted studies. Additionally, the advertiser impact is on a case-by-case basis depending on how they used the product. Facebook is awarding a one-time credit to advertisers that may have been meaningfully affected by this issue.
Facebook's spokesperson explained to MARKETING-INTERACTIVE that while making improvements to its measurement products, the company found a technical issue that impacted some conversion lift tests. "We have fixed this and are working with advertisers that have impacted studies," the spokesperson added.
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