Position Accountability Statement
The Digital Marketing AVP plays a vital role in the Maxicare Group's Marketing Team, supporting the Maxicare (HMO), MaxiHealth (Clinics), and MaxiLife (Insurance) business units. The position is responsible for leading the overall marketing & campaign strategy & planning for all digital channels. This role requires a deep understanding of the digital ecosystem, strong analytical skills, team leadership, and the ability to deliver seamless digital experiences that strengthen the Group's brand presence and drive customer acquisition & member retention.
Job Description
Digital Strategy and Campaign Planning
- Lead the comprehensive planning, coordination, execution and measurement of all digital marketing campaigns and activities. This includes, but is not limited to, digital ads, search (SEO/SEM), social media, websites and direct marketing (CRM).
- Develop and manage the full digital campaign lifecycle from concept development, budgeting, media planning, execution, and post-campaign reporting.
- Ensure each digital campaign is aligned with the overall brand strategy, product marketing objectives, and communications calendar of the Maxicare Group.
- Oversee the development of digital assets (videos, images, articles, web banners, etc.) in collaboration with the Creative and PR teams.
Performance Marketing and CRM
- Lead the CRM strategy, overseeing the CRM Manager in developing and implementing direct marketing, marketing automation, and customer journey plans.
- Manage the digital marketing budget, ensuring efficient allocation of resources and compliance with internal procurement and finance processes.
- Monitor digital campaign performance especially on traffic / lead generation and online conversion metrics to measure effectiveness and identify areas for improvement.
Stakeholder and Team Leadership
- Lead, mentor, and manage the Digital Marketing team, including the Digital Marketing Manager and the CRM Manager and their Assistant Managers.
- Act as the central point of coordination among internal teams (Product Marketing, IT, Creatives, PR) and other business units (Sales, Health/Partner Network Management, HR, etc) to ensure all digital requirements are delivered on time and within budget.
- Handle vendor sourcing, contract negotiation, and coordination with digital agencies, technology partners, and media suppliers.
Reporting and Digital Innovation
- Maintain detailed records of digital campaign budgets, reports, and performance dashboards.
- Support internal reporting requirements by preparing digital performance summaries and return-on-investment (ROI) assessments.
- Stay up-to-date with trends, technologies, and new digital marketing practices to develop innovative digital engagement ideas.
EDUCATIONAL REQUIREMENT
- Bachelor's degree in Marketing, Communications, Digital Media, or a related field.
Experience And Training
- Minimum of 7-10 years of progressive experience in digital marketing, performance marketing, and/or CRM strategy.
- Proven experience in leading and managing a digital team.
- Hands-on experience with digital marketing platforms (Ads, Analytics, CRM, Marketing Automation).
Skills Requirement
- Excellent written and verbal communication in English and Filipino.
- Strong project management, organizational, and analytical skills.
- High proficiency in digital tools for project tracking, campaign management, and audience analytics.
- Data-driven and creative thinker with an eye for detail and brand alignment.
- Capable of working under pressure and meeting tight deadlines.
- Up-to-date knowledge of digital trends, marketing technologies, and best practices.
