Senior Marketing Manager

The Senior Marketing Manager is responsible for the overall brand and business performance in

the assigned market/region. The role leads the development and execution of integrated, data-

driven marketing strategies that drive market share growth, brand equity, customer acquisition

and loyalty, and sustainable sales performance across retail and digital channels.

This position plays a critical leadership role in business planning, campaign development, new

market/store entry strategy, and cross-functional alignment, ensuring marketing initiatives

directly contribute to commercial success.

Key Responsibilities

1. Marketing Strategy & Business Planning

● Develop and execute a comprehensive Annual Brand Marketing Plan aligned with

company objectives.

● Lead marketing strategies to drive foot traffic and strengthen performance of key stores.

● Participate in overall business planning and contribute insights to topline and profitability

targets.

● Develop marketing mix strategies for new store openings and new market entries.

● Translate global/regional brand strategies into locally relevant execution plans.

2. Brand Management & Market Leadership

● Drive brand positioning to achieve top-of-mind awareness and market leadership.

● Lead integrated marketing communications (IMC) across all channels.

● Ensure consistent execution of brand standards across stores, digital platforms, and

partnerships.

● Develop campaigns that strengthen brand perception, employer brand positioning, and

customer loyalty

● Manage PR, crisis communication, and reputation management initiatives.

3. Retail & Local Store Marketing

● Lead store opening campaigns, in-mall activations, and seasonal promotions.

● Collaborate with Store Marketing Managers to develop countermeasures for

underperforming stores.

● Develop and execute systemwide and localized store marketing initiatives.

● Build strong partnerships with mall operators, local government units, and business

communities.

● Support sustainability and community-based programs aligned with brand values.

4. Digital & Performance Marketing

● Oversee digital marketing strategy across paid media, social platforms, CRM, content

marketing, and e-commerce. Expansion of online business and market research, along

with the creation of associated organizational structures

● Utilize analytics tools to optimize performance and ROI.

● Drive online-to-offline (O2O) initiatives to enhance customer experience.

● Monitor KPIs including traffic, conversion, acquisition cost, engagement, and retention.

● Conduct consumer research, build hypotheses, and lead data-driven campaign

optimization.

● Future expansion of online business and market research, along with the creation of the

necessary organizational structure

5. Product & Campaign Development

● Collaborate cross-functionally to align campaigns with product launches and

merchandising strategies.

● Contribute creative inputs to product development, menu/product architecture, and

promotional concepts.

● Work with agencies and vendors to develop locally relevant campaign concepts.

● Lead end-to-end campaign management—from ideation to reporting and post-analysis.

6. Financial & Performance Management

● Forecast and manage marketing budgets, A&P spending, and ROI targets.

● Monitor brand and business performance metrics.

● Develop business cases and present performance insights to senior leadership.

● Integrate insights and opportunities into actionable improvement plans.

7. Stakeholder & People Management

● Secure buy-in from cross-functional stakeholders and leadership teams.

● Lead, coach, and develop marketing team members.

● Build strong partnerships with agencies, media partners, vendors, and external

collaborators.

● Create capability-building initiatives and development plans for direct reports.

Qualifications

● Bachelor's Degree in Marketing, Business Management, Advertising, or related field.

● Minimum 7–10 years of progressive experience in Brand Management, Retail Marketing,

QSR, Fashion, or Consumer Marketing.

● Strong business and consumer orientation with solid experience in market research and

data analysis.

● Proven experience leading integrated, multi-channel marketing campaigns.

● Strong project management, hypothesis-building, and analytical skills.

● Experience working with mall-driven retail environments and regional marketing

programs.

● Demonstrated leadership and stakeholder management capability.

● Highly creative with strong brand storytelling and aesthetic judgment.

● Agile, strategic thinker with the ability to anticipate trends and reflect insights into

actionable plans.