Marketing Manager

JOB SUMMARY

New Global Coffee Brand – Philippines

Role Overview

The Marketing Manager will lead the introduction, launch, and ongoing growth of a global coffee brand in the Philippines.

The Marketing Manager will oversee the brand's overall marketing function with accountability across three core pillars: Brand Marketing, Growth Marketing, and Marketing Operations.

The role will ensure these pillars work together to successfully launch the brand's flagship store, establish the brand in the Philippine market, drive commercial performance, and build a scalable marketing foundation for future growth.

1. Brand Marketing

Build a distinctive, relevant, and enduring brand in the Philippine market.

• Lead the localization and execution of the global brand strategy for the Philippines while ensuring alignment with global brand standards.
• Own the integrated marketing strategy for the launch of the brand and its flagship store, including pre-launch, opening, and post-launch campaigns.
• Develop the annual brand and communications calendar across campaigns, product launches, seasonal initiatives, and key brand moments.
• Lead brand storytelling across social media, content, PR, influencers/KOLs, partnerships, events, activations, and in-store experiences.
• Build the brand's local cultural relevance by identifying consumer trends, communities, occasions, partnerships, and collaborations that the brand can authentically participate in.
• Develop and manage relationships with creative, PR, social, events, and other brand agency partners.
• Ensure consistent execution of the brand identity, tone of voice, visual standards, and customer experience across all consumer touchpoints.
• Work closely with the global/franchisor marketing team on campaign alignment, asset adaptation, approvals, and brand compliance.
• Monitor consumer sentiment, competitive activity, category trends, and brand health to continuously strengthen the brand's positioning.

2. Growth Marketing

Turn brand demand into measurable customer and business growth.

• Develop and lead customer acquisition, conversion, retention, and frequency strategies that support store and business growth.
• Drive marketing programs designed to increase store traffic, transactions, average spend, repeat visits, and customer lifetime value.
• Lead performance marketing across relevant paid digital, social, search, delivery, CRM, loyalty, and other customer acquisition channels.
• Build strategies to convert awareness and social engagement into store visits, transactions, and repeat behavior.
• Develop customer segmentation and lifecycle marketing strategies, including acquisition, onboarding, engagement, retention, and reactivation.
• Partner with Operations and Commercial teams to develop product, promotional, seasonal, and local store marketing initiatives.
• Establish a strong test-and-learn culture by experimenting with audiences, offers, channels, creative, and customer journeys.
• Track marketing funnel performance and identify opportunities to improve conversion and marketing efficiency.
• Develop scalable launch and local store marketing playbooks to support future store openings.
• Own key growth metrics including customer acquisition, conversion, frequency, retention, campaign ROI, and other relevant commercial KPIs.

3. Marketing Operations

Build the systems, processes, and discipline that enable marketing to execute effectively and scale.

• Own the overall marketing calendar, ensuring alignment of brand campaigns, growth initiatives, product launches, partnerships, and store activities.
• Manage the marketing budget, including planning, allocation, tracking, forecasting, and optimization of marketing investments.
• Establish marketing processes, workflows, timelines, and approval systems between the local team, global franchisor, agencies, and cross-functional partners.
• Lead campaign planning and project management from briefing through execution and post-campaign evaluation.
• Establish dashboards and reporting systems to track marketing performance against agreed KPIs.
• Ensure timely delivery of marketing assets, store materials, digital content, campaign requirements, and launch deliverables.
• Manage marketing agencies, vendors, production partners, and other external suppliers, ensuring quality, efficiency, and cost effectiveness.
• Partner closely with Operations, Store Development, Supply Chain, Finance, IT/Digital, and other functions to ensure marketing readiness for store launches and campaigns.
• Develop repeatable processes and toolkits that will allow the marketing function to scale as the store network and team grow.
• Ensure compliance with global brand guidelines, local regulatory requirements, internal policies, and agreed approval processes.

Leadership Across the Three Pillars

Beyond managing individual marketing activities, the Marketing Manager will be expected to connect Brand, Growth, and Marketing Operations into one cohesive marketing strategy.

The role will balance:

Brand Marketing — Are we building a brand people know, understand, and want to be part of

Growth Marketing — Are we converting that brand demand into customers, transactions, frequency, and sustainable growth

Marketing Operations — Do we have the processes, resources, measurement, and execution discipline to deliver consistently and scale

Ideal Candidate Profile

We are looking for someone who is both a brand builder and an operator.

The ideal candidate is comfortable starting with a blank page, building plans from the ground up, and personally driving execution during the early stages of the business. They should be equally comfortable discussing brand positioning with global stakeholders, developing a launch campaign with creative partners, reviewing social content, negotiating a partnership, analyzing store performance, and working alongside Operations to solve business challenges.

They should bring:

• Entrepreneurial mindset – thrives in a start-up or market-entry environment where structures are still being built.
• Strategic thinking – sees the bigger brand and business opportunity beyond individual campaigns.
• Strong execution – can turn strategy into detailed plans and deliver them with urgency.
• Consumer obsession – understands culture, behavior, trends, and what makes brands relevant to Filipino consumers.
• Commercial mindset – understands that marketing must ultimately contribute to store traffic, transactions, loyalty, and sustainable growth.
• Creative judgment – has a strong eye for brand, storytelling, content, and customer experience.
• Collaborative leadership – can influence cross-functional and global stakeholders without relying solely on authority.
• Adaptability – comfortable operating in a fast-moving environment where priorities may evolve as the brand establishes itself.

KEY RESULT AREAS

1. Brand Launch & Market Establishment
2. Brand Health & Relevance
3. Customer & Revenue Growth
4. Customer Engagement & Retention
5. Marketing Effectiveness & ROI
6. Marketing Operations & Organizational Readiness

WORK EXPERIENCE REQUIREMENTS

5–8 years of progressive marketing experience, preferably within coffee, F&B, QSR, retail, lifestyle, hospitality, or other consumer-facing brands, with at least 2–3 years in a marketing management or brand leadership role.

Ideally, the candidate has experience in:

• Brand launch / market entry – Has helped launch a new brand, concept, store format, or major business initiative, ideally from strategy through execution.
• Brand Marketing – Strong foundation in brand strategy, positioning, integrated campaigns, content, social media, PR, influencers, partnerships, and activations.
• Growth Marketing – Experience driving customer acquisition, store traffic, conversion, transactions, retention, CRM/loyalty, and measurable commercial results.
• Retail / Store Marketing – Has worked with physical locations and understands how marketing translates into foot traffic, transactions, frequency, and local store performance.
• Marketing Operations – Experience managing annual marketing calendars, budgets, agencies, campaign workflows, reporting, and multiple concurrent projects.
• Digital & Performance Marketing – Working knowledge of paid social, digital media, performance measurement, CRM, customer journeys, and marketing analytics. The person doesn't necessarily need to be a technical performance specialist but should know how to lead one.
• Cross-functional Leadership – Has partnered closely with Operations, Finance, Commercial, Store Development, Supply Chain, and other functions—not just the marketing team.
• Global / Regional Brand Experience – Experience working with a multinational brand, global franchisor, regional headquarters, or international brand guidelines would be a strong advantage..
• Building from the Ground Up – Has operated in an entrepreneurial environment where processes, teams, and ways of working were still being established.