edamama is the #1 online-to-offline (O2O) platform focused on products and services for parents and families in the Philippines! We're a mama-led company (with dads, aspiring parents, and kid-at-hearts on board too!) on a mission to make parenting easier. Think content, commerce, and community wrapped up in one supportive space. We've reached another milestone in 2023 when we started to branch out into retail aiming to have 100 stores in the next 5 years!
What You'll Do
We are looking for an experienced, strategic, and execution-focused Offline Marketing Lead to drive foot traffic and customer acquisition across our physical store network. This role will own the end-to-end marketing strategy, integrating offline and online channels to create measurable business impact.
Key Responsibility Areas
Marketing Strategy & Execution
- Develop and execute integrated offline and online marketing strategies that drive measurable foot traffic to physical stores.
- Own the planning, budgeting, implementation, and optimization of local and regional marketing campaigns.
- Identify and activate high-impact offline channels, including events, partnerships, activations, OOH, print, direct marketing, and community engagement initiatives.
Community & Local Market Growth
- Design and execute community-based marketing programs tailored to local market dynamics and customer behaviors.
- Build strategic partnerships with local businesses, organizations, schools, and community groups to expand brand presence and customer reach.
- Continuously identify opportunities to strengthen local brand awareness while driving customer acquisition and store visits.
Online-to-Offline (O2O) Integration
- Develop campaigns that seamlessly connect digital and physical customer journeys.
- Collaborate with digital marketing teams to leverage paid media, social media, CRM, and performance marketing efforts to support offline conversion goals.
- Implement attribution frameworks to measure the impact of online channels on store traffic and sales.
Performance & Analytics
- Establish KPIs and measurement frameworks focused on foot traffic, customer acquisition, conversion, and revenue impact.
- Analyze campaign performance and customer insights to optimize marketing investments and improve ROI.
- Present regular performance reports and actionable recommendations to leadership.
Leadership & Cross-Functional Collaboration
- Lead the offline marketing function and serve as the primary owner of store traffic growth initiatives.
- Partner closely with Operations, Sales, Merchandising, and Digital Marketing teams to align campaigns with business objectives.
- Build scalable processes and best practices for localized marketing execution.
What We're Looking For
- 5+ years of marketing experience, with significant hands-on experience managing offline marketing campaigns for physical retail, multi-location businesses, or consumer-facing brands.
- Proven track record of driving measurable foot traffic and customer acquisition through offline marketing initiatives.
- Experience integrating online and offline marketing channels to create attributable business outcomes.
- Strong understanding of local market dynamics, consumer behavior, and community-based marketing strategies.
- Data-driven mindset with experience measuring campaign effectiveness and marketing ROI.
- Must be willing to work onsite in Makati
