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aice brands ice cream philippines inc.

Brand Manager

aice brands ice cream philippines inc.
Taguig, Philippines
3-5 Years
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  • Posted 7 days ago
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Job Description

Market Analysis

  • Proactively understand customer needs and pursue new brand awareness and marketing opportunities.
  • Conduct regular market research involving direct and indirect competitors, industry and market trends, and consumer behavior.
  • Analyze market trends and the behavior of competitors and consumers.
  • Anticipate and remain up-to-date with developing market trends and industry trends to maintain resonance with its customers.

Target Market Identification

  • Identify the bullseye target market based on analysis of the brand and products.
  • Describe the target market's demographic, psychographic, and behavioral or financial profile to be able to create the correct brand strategy and executions.
  • Analyze the competitor's target market vis--vis the brand's target market.

Strategy Development

  • Define brand strategy and roadmap based on market analysis and target market identification.
  • Identify the brand's positioning, ensuring its competitive advantage among its competitors and the industry.
  • Analyze the appropriate media mix strategy of the brand, ensuring resonance and usage of the target market.
  • Define and manage the brand communication strategy using a variety of media.
  • Evaluate the appropriate strategy based on the identification of 4Ps (Product, Price, Place, Promotion).

Branding and Communication Management

  • Responsible for planning and executing the brand strategy, guidelines, promotional activities, and marketing campaigns, to establish and maintain product branding.
  • Maintain brand integrity, compliance, and raise brand awareness.
  • Own the development and messaging of the brand narrative.
  • Translate brand elements into plans and go-to-market strategies.
  • Measure and report performance of all marketing campaigns, and assess ROI / KPIs.
  • Collect, interpret, and review brand development information.

Leadership

  • Providing guidance and leadership to the brand team.
  • Lead marketing team members through campaigns.

Reports Submission

Weekly Work Plan weekly

Competitive Landscape monthly

  • Accomplishment Report - as needed
  • Post Evaluation Report for campaigns - as needed
  • Additional Administrative Functions
  • Assist in other fields that may require it from time to time.
  • Report to management and stakeholders, and provide advice regarding future brand activities and plans.
  • Reviewing, monitoring, and managing campaign budgets.
  • Establish and develop relations with other department heads, clients, customers, auditors, government, media, and external partners.
  • Bachelors degree in Marketing, Business Administration, or related field
  • MBA or Masters in Marketing (preferred but not always required)
  • 35+ years of experience in brand management, product management, or trade/consumer marketing (FMCG industry strongly preferred)
  • Proven track record in brand building, product launches, and market share growth
  • Experience in working with sales, trade marketing, and advertising agencies

Key Skills & Competencies

  • Strategic Thinking ability to craft and execute brand strategies
  • Market Analysis strong grasp of consumer insights, category trends, and competitor analysis
  • Project Management capable of handling multiple campaigns and product launches simultaneously
  • Leadership & Collaboration works effectively with cross-functional teams (sales, R&D, trade, supply chain)
  • Financial Acumen budget management, pricing strategies, and P&L responsibility
  • Digital & Traditional Marketing understanding of both online and offline brand-building tools
  • Communication Skills strong presentation, negotiation, and interpersonal skills
  • Willingness to travel for market visits, trade checks, and activation events
  • Creativity and an innovative mindset
  • Strong analytical and problem-solving skills

More Info

Job Type:
Permanent Job
Industry:
Other
Function:
Marketing
Employment Type:
Full time

Job ID: 150970423

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Last Updated: 08-07-2026 10:04:13 PM
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