The Senior Marketing Manager is responsible for the overall management of the brand and the achievement of both short- and long-term sales and brand objectives within the assigned market or region. This role leads strategy development and partners with local marketing teams to execute campaigns that increase market share, strengthen brand awareness and reputation, enhance customer experience, and drive business growth.
Marketing Strategy Development
- Market Research:
- Develops the annual research plan based on business requirements; validates research briefs and ensures the quality and relevance of resulting action plans
- Market Adaptation (Brand & Menu Strategy):
- Leads the integration and consolidation of market-specific adaptations for brand positioning, product strategy, and overall customer experience framework; engages stakeholders to secure alignment and approval
- Brand Communication Planning:
- Oversees the localization and adaptation of brand communication strategies, ensuring alignment with overall objectives and securing stakeholder buy-in
- Brand Experience & Visual Identity:
- Guides the adaptation of key brand experience elements and visual assets for the local market, ensuring consistency and relevance
- Annual Marketing Plan:
- Develops a comprehensive annual marketing plan grounded in data-driven insights; collaborates with stakeholders to align and finalize plans
- New Market Entry Strategy:
- Designs a strategic marketing mix for entering new markets, supported by thorough analysis; secures stakeholder alignment and approval
Marketing Strategy Execution
- Performance Monitoring:
- Consolidates key insights, issues, and opportunities into actionable recommendations and business cases to optimize performance
- Marketing Plan Execution:
- Aligns stakeholders on execution improvements and mobilizes teams to ensure effective implementation of marketing plans
- Product Development:
- Leads product concept development aligned with overall strategy and manages cross-functional efforts to deliver product initiatives
- Integrated Marketing Communications (IMC):
- Develops and executes integrated communication plans for campaigns; continuously refines strategies to improve effectiveness
- Local and Systemwide Marketing:
- Leads the planning and execution of localized and systemwide marketing initiatives aligned with broader strategic goals
- Financial Management:
- Monitors and manages key financial metrics, including revenue, margins, and marketing investments, to achieve business targets
- New Market Execution:
- Drives implementation of new market entry strategies, ensuring alignment and support across teams
- PR & Crisis Management:
- Develops insight-driven public relations and crisis management strategies; partners with operations teams for effective rollout
People Development
- Designs and implements capability-building programs to strengthen team competencies
- Develops individualized development plans for direct reports based on performance and competency assessments
- Provides ongoing coaching, training, and mentorship to support continuous growth and performance improvement
Job Qualifications
- Bachelor's degree in Marketing, Management, or a related field
- At least 5–7 years of experience in brand management, marketing, or advertising
- Strong business acumen, with experience in data analysis, research, and performance tracking
- Deep understanding of consumer behavior, including research methodologies and market analysis
- Demonstrates creativity in areas such as product development, brand management, and campaign execution
- Willing to work in a hybrid setup based in Ortigas, Pasig City (at least 2 days onsite per week)
