POSITION DESCRIPTION
The Marketing Manager will lead the strategic marketing function for the transport business unit, covering both overseeing the Bus Rapid Transit (BRT) Operations and the Feeder Lines and Terminal Operations.
This role is responsible for building, managing, and executing integrated marketing strategies that strengthen brand visibility, increase ridership, support revenue growth, and position the transport business as a trusted, efficient, and commuter-focused mobility solution.
Given the complexity of the business unit, the role requires balancing stakeholder alignment across multiple organizations while ensuring cohesive branding, commercial growth, and operational support.
KEY RESULTS AREAS
Strategic Marketing & Business Growth
- Develop and implement integrated marketing strategies that drive ridership growth, customer acquisition, and revenue generation across Bus Rapid Transit (BRT), feeder lines, and terminal operations.
- Align marketing initiatives with overall business objectives, operational priorities, and expansion goals.
- Support route launches, service expansions, and terminal commercialization through targeted marketing programs.
Brand Development & Market Positioning
- Build and strengthen the transport business unit's brand presence across all service lines.
- Ensure cohesive brand standards, messaging, and commuter engagement across joint venture operations.
- Increase public awareness, trust, and commuter preference through strategic campaigns and community visibility.
Campaign Management & Performance Optimization
- Lead the development and execution of multi-channel marketing campaigns, including digital, social media, public relations, transit advertising, and on-ground activations.
- Monitor campaign effectiveness through data analytics, commuter response, and ridership performance metrics.
- Continuously optimize campaigns to maximize ROI and operational impact.
Market Intelligence & Customer Insights
- Conduct market research, competitor analysis, and commuter behavior assessments to identify business opportunities.
- Translate customer and market insights into actionable strategies that improve service adoption and customer retention.
- Support leadership with strategic recommendations based on data-driven analysis.
Budget Management & Resource Efficiency
- Manage the marketing budget effectively to ensure strategic allocation of resources.
- Track expenditures, vendor performance, and campaign ROI.
- Deliver cost-efficient marketing initiatives while maintaining brand and business impact.
Stakeholder Management & Joint Venture Alignment
- Collaborate with internal business leaders, operational teams, and external JV partners to align marketing priorities.
- Represent marketing in executive discussions, strategic planning sessions, and cross-functional meetings.
- Ensure smooth coordination of marketing efforts across multiple business stakeholders.
Team Leadership & Organizational Capability Building
- Build, lead, and develop the transport marketing team to support current and future business growth.
- Manage external agencies, suppliers, and strategic partners when necessary.
- Strengthen internal marketing systems, processes, and performance standards
QUALIFICATIONS
Education
- Bachelor's degree in Marketing, Business Administration, Communications, or related field
- MBA or postgraduate studies are an advantage but not required
Experience
- Minimum 5–8 years of progressive marketing experience
- At least 3 years in a managerial or leadership role
Strong background in:
- Transport
- Mobility
- Infrastructure
- Retail network
- FMCG with regional operations
- Large-scale service industries
- Proven experience in:
- Multi-channel marketing campaigns
- Brand development
- Budget management
- Data-driven strategy
- Cross-functional stakeholder management
Preferred Experience
- Experience in transport systems, terminal operations, public infrastructure, or highly operational business models
- Experience working within partnerships, joint ventures, or multi-stakeholder organizations is highly preferred
