Brand Manager

Education: Bachelor's degree in Marketing, Business, Economics or a related field.

Related Work Experience: Must have at least 5 year experience in brand management

Knowledge (knowledgeable in the following):

· Deep understanding of branding principles, brand positioning, and brand equity.

· Market research techniques and consumer behavior insights.

· Knowledge of digital marketing, social media platforms, and online advertising strategies.

· Familiarity with marketing analytics and data-driven decision making.

· Insight into industry trends, competitive landscape, and emerging market opportunities.

· Expertise in product lifecycle management and portfolio strategy.

· Understanding of advertising, PR, and promotional activities.

· Knowledge of communication, storytelling, and brand messaging.

· Basic financial literacy related to budgeting, ROI analysis, and financial forecasting.

Skills:

· Strong strategic thinking and planning abilities.

· Excellent communication and interpersonal skills.

· Creativity and innovative thinking for campaign development.

· Leadership and team management skills.

· Analytical skills for interpreting market data and consumer insights.

· Project management skills to handle multiple campaigns and deadlines.

· Negotiation and stakeholder management capabilities.

· Adaptability to rapidly changing market dynamics and consumer preferences.

· Proficiency in digital tools and marketing software (e.g., CRM systems, analytics tools).

Key Responsibilities:

• Strategic Brand Planning: Develop and oversee comprehensive, data-driven business plans for assigned brands, ensuring alignment with overall corporate objectives and market trends.
• Integrated Campaign Leadership: Lead and coordinate all brand initiatives across multiple channels—above-the-line (TV, radio) and below-the-line (digital, on-ground activations, OOH, Martech/CRM platforms)—to maximize brand visibility and engagement.
• Market Campaign Execution: Drive nationwide and regional (VISMIN) campaigns to establish and maintain market leadership, leveraging insights and market analytics.
• Cross-Functional Collaboration: Facilitate seamless collaboration across departments by leading project meetings that involve creative, media, sales, and digital teams, ensuring alignment and timely execution.
• Content & Social Media Strategy: Craft monthly content calendars tailored for diverse platforms (Facebook, Twitter, Instagram, TikTok, YouTube, CleverTap, Google), ensuring consistent brand messaging and audience engagement.
• Performance Monitoring & Planning: Regularly review campaign performance metrics—media, digital, and social—to assess progress against targets, and proactively develop contingency plans to address gaps.
• Creative & Media Briefing: Provide clear, strategic briefs to creative and media agencies for continuous campaigns, organic growth, paid search, and programmatic digital activities.
• Analytics & Optimization: Analyze monthly media and digital performance reports, comparing results against objectives and making data-informed adjustments to optimize ROI.
• Sales & Promotions Evaluation: Ensure promotional campaigns and initiatives contribute measurable incremental sales, supporting the achievement of annual sales and revenue targets.
• Budget & Expense Management: Manage advertising and promotional budgets prudently to ensure optimal spend efficiency and alignment with financial targets.
• Innovation & Market Relevance: Collaborate on developing innovative ideas and product features to keep PalawanPay's offerings fresh, relevant, and competitive.
• Martech & Customer Engagement: Lead initiatives across Martech platforms (CleverTap, TalonOne, DataAi, Adjust, etc.) to enhance Customer Lifetime Value, improve customer engagement, and deepen brand loyalty.