The
Paid Media Hyper-personalization Officer contributes to building a strong BPI brand by delivering relevant, data-driven and hyper-personalized customer experiences across digital paid media touchpoints, consistent with the Bank's brand standards and customer experience strategy in an increasingly digital and AI-enabled landscape. The role creates value for the Bank by maximizing the effectiveness and efficiency of paid media investments through audience intelligence, first-party data, and hyper-personalization capabilities.
The Paid Media Hyper-personalization Officer plans, implements, and optimizes paid media and audience activation strategies in collaboration with internal and external partners for brand-building and tactical campaigns across the Unibank. The role serves as a strategic partner to the Segments, Products, and Channels teams in developing data-driven media strategies, activating customer audiences, and continuously improving paid campaign performance. The role also collaborates with media agencies, technology partners, and cross-functional teams to ensure effective execution, measurement, and optimization of paid media initiatives enabled by Project Zeus.
Responsibilities
- Plans, develops, and recommends paid media and audience activation strategies across paid media channels in collaboration with media agencies and suppliers to achieve business objectives and maximize marketing effectiveness.
- Ensures proper implementation and activation of paid media campaigns and first-party customer audiences using hyper-personalization capabilities to deliver relevant and personalized customer experiences across paid channels.
- Monitors, analyzes, and optimizes campaign, audience, and conversion performance to maximize media efficiency, customer engagement, and business outcomes.
- Collaborates with Marketing teams, Analytics, Technology, and media agency partners to define audience strategies, campaign requirements, and measurement approaches to ensure effective campaign delivery and continuous optimization.
- Evaluates and recommends new paid media technologies, audience activation capabilities, experimentation opportunities, and industry best practices to continuously enhance the Bank's hyper-personalization and paid media capabilities.
Qualifications
- Bachelor's degree in Communications, Marketing, or related field
- 5 years experience in Marketing Communications, Media – Digital and Traditional
- Proven track record in traditional and digital marketing strategies and executions
- Knowledge and experience in media planning, buying, and optimization, digital and social media touchpoints
- Background in Search Engine Marketing (SEM) and Search Engine Optimization (SEO)
- Familiarity with Google Analytics, Google Data Studio, or in any relevant digital analytics tool
- Creative thinker, analytical, and can use data in making recommendations and decisions
- Strong interpersonal and collaboration skills to work cross-functionally
- Excellent verbal and written communication skills
- Ability to work independently and thrive in a dynamic team environment
- Sharp attention to detail and ability to spot optimization opportunities
- Innovative mindset with the ability to think creatively and problem-solve
- Open to new learning and doing things differently
