Job Purpose/Overview:
- Lead Royal Canin PH Brand Communication, Marketing Activation and Content Strategy across relevant, online and offline vectors.
- Responsible for driving and leading brand activation and communication strategies and activities to build the Royal Canin brand to Filipino Pet Owners.
- Support and collaborate with internal RC PH Demand Teams to support initiatives to drive RC Brand Equity.
Key Responsibilities:
Insight to Strategy to Execution
- Analyze consumer behavior, pet ownership trends, category dynamics, and competitive activity, and internal data to identify growth opportunities and communication gaps.
- Translate insights into integrated marketing and communication strategies aligned with annual business objectives and brand priorities.
- Develop strategic campaign frameworks and develop localized communication strategies that balance global brand standards with Filipino consumer relevance.
- Recommend investment priorities and resource allocation based on business impact and ROI potential.
Brand Activation & Communication
- Develop integrated activation plans across online and offline consumer touchpoints including retail, e-commerce, veterinary, community, and experiential platforms.
- Lead end-to-end execution of brand campaigns, ensuring alignment with local business priorities and global brand standards of Royal Canin.
- Create localized campaign concepts and consumer engagement initiatives relevant to Filipino pet owners and their pet care journeys.
- Manage campaign timelines, execution schedules, agency deliverables, and stakeholder approvals to ensure flawless implementation.
- Oversee production and deployment of marketing assets including event collaterals, digital assets, pet owner educational materials, and promotional content, in collaboration with Health Affairs & other internal stakeholders.
- Monitor activation performance using KPIs such as participation, engagement, reach, conversion, and brand impact.
- Conduct post-campaign evaluations and identify optimization opportunities for future activations and communication programs.
Content and Platform
- Develop and manage the content strategy across owned and paid media platforms including social media, website, and digital advertising channels.
- Build monthly and quarterly content calendars aligned with campaign priorities, consumer journeys, and commercial objectives.
- Create and localize engaging, educational, and education-driven content tailored to Filipino pet owners across various digital platforms.
- Collaborate with creative agencies, content creators, production teams, veterinarians, and influencers to develop high-quality multimedia content.
- Oversee paid media planning and implementation across relevant platforms and optimize media investments through performance tracking, audience targeting, A/B testing, and campaign analytics.
- Ensure all content complies with global brand standards, legal guidelines, and platform best practices.
- Track and analyze content and media performance metrics including engagement, reach, click-through rates, conversions, sentiment, and ROI.
- Identify emerging platform trends, creator opportunities, and new content formats to improve audience engagement and brand relevance.
- Collaborate with e-commerce and demand teams to support conversion-driving content initiatives across online retail platforms.
Digital PR Amplification
- Develop and execute digital PR and amplification strategies that increase brand visibility, credibility, and engagement among Filipino pet owners.
- Identify relevant media, influencers, veterinarians, pet communities, and content creators to support brand storytelling and advocacy.
- Lead planning and execution of earned media initiatives including press releases, media features, thought leadership opportunities, and event coverage.
- Coordinate influencer and creator partnerships including briefing, content review, performance monitoring, and relationship management.
- Amplify brand campaigns through paid partnerships, sponsored content, influencer boosting, and digital media collaborations.
- Collaborate with content, activation, and media teams to ensure integrated storytelling and unified campaign messaging across channels.
Job Specifications/Qualifications:
- Bachelor or Master's degree in Marketing or related field.
- At least 5 years of extensive brand management (strategy and activation) experience, preferably in companies with D2C/CRM business model.
- Expertise in both strategy & plan development, as well as execution of demand generation, merchandising and marketing programs to drive online business growth.
- Digital marketing experience with data analytics and performance marketing experience.
- Experienced in online media planning and digital marketing. Experience on pet food / FMCG business is an advantage.
- Experience in multinational consumer goods company.
- Working knowledge of the holistic digital landscape: video, audio, paid search, conversion optimization and marketing analytics.
- Experience with managing digital, media and PR agencies, affiliates etc.
- Strong Leadership and Teamwork capability.
- Follow through and work with discipline to execute a mission on time with accuracy.
- Self-driven, highly motivated, and comfortable interacting at various levels of an organization, up to senior management,
- Experience in driving strong customer partnerships.
- Individual who thrives in an entrepreneurial and rapidly changing environment.
- Language skills: English is a must, other additional languages useful.
