The position is primarily responsible for ensuring Company exposure to customers and potential business partners through advertising, promotional programs and events. Conceptualizes, implements, monitors and ensures alignment and effectivity of advertising and promotional activities, events and designs with over-all Company image and strategies. Reviews previous advertising and promotions and adopts present and future promotions taking into account timeliness, cost-effectiveness and impact on overall business.
Key Responsibilities
A. Business Strategy
- Coordinates with company general managers to understand the business environment, help in formulation of business strategies as needed and more importantly, create campaigns and activities to support the business strategy.
B. Media Management
- Work with media buying agencies to maximize the allocated media budget by choosing appropriate media channels based on product and market profile
- Coordinate with the media agency for design, booking, monitoring and implementation of ATL executions.
C. Advertising, Events and Promotions
- Conceptualizes and develops product specific marketing strategies and programs for Cebuana Lhuillier unit assigned.
- Creates campaigns/ market promotions that take into consideration the company/business directions/ and communication objectives
- Coordinates advertising, events and promotional plans of all operating units (i.e. Operating Companies and Affiliates)
- Monitors the implementation and effectiveness of promotion and advertising campaigns periodically and takes actions to correct performance, if needed
D. Developing Market Analysis for New and Existing Products
- Do regular market monitoring for competitive movements and provide recommendations on how to address such movements.
- Do ad hoc market analysis that contain but are not limited to market segmentation, industry landscape, competitive analysis and identification of business opportunities.
- Recommend product specifications to business units based on market understanding.
- Create a marketing campaign that is aligned to the identified target market.
E. Marketing Program Review, Organization, Implementation, Monitoring and Evaluation
- Guides the department in the development and implementation of marketing plans and programs including advertising, promotions, special events and direct marketing
- Coordinates with Management, Company Managers, Regional Managers, and General Managers of Affiliates in gathering information, directives, instructions and preferences in fulfillment of marketing projects
- Reviews and evaluates the effectiveness of the campaigns/past promotions and events by gathering statistical and financial data (e.g. income for the Company) for the period affected by the campaign
- Evaluates the effectiveness of past promotions in terms of the presentation of the Cebuana Lhuillier and Affiliate Company brands
- Gauges the effectiveness of promotional programs to ensure the achievement of set objectives
Minimum Qualifications
- Graduate of Marketing, Advertising or Business Management,
- Minimum of five (5) years relevant work experience, preferably in Marketing or Advertising
- At least two (2) years of experience in a supervisory/managerial role
- Proven ability to lead and coordinate marketing strategies, media management, and market analysis to support business objectives and drive growth.
- Can start immediately.
