Position: Senior Brand Marketing Manager
Department: Marketing
Reports To: Marketing Director / Head of Marketing
Job Summary
The Senior Brand Marketing Manager is responsible for leading the overall brand strategy, marketing initiatives, and commercial growth of Potato Corner Philippines. The role develops and executes integrated marketing campaigns that strengthen brand equity, increase customer acquisition and retention, and drive sales across company-owned and franchised stores. This position collaborates closely with Operations, Product Development, Sales, Digital Marketing, Creative, and Franchise teams to ensure consistent brand execution and business performance.
Key Responsibilities
Brand Strategy & Management
- Develop and execute annual brand marketing plans aligned with business objectives.
- Manage and strengthen Potato Corner's brand positioning and value proposition.
- Ensure consistency of brand identity, messaging, and visual standards across all customer touchpoints.
- Monitor brand health, customer perception, and competitive positioning.
Marketing Campaigns
- Lead the planning, execution, and evaluation of integrated marketing campaigns across traditional, digital, and in-store channels.
- Drive seasonal, promotional, and product launch campaigns to maximize customer engagement and sales.
- Oversee campaign budgets, timelines, and agency deliverables.
- Measure campaign effectiveness and recommend optimization strategies.
Product Marketing
- Partner with Research & Development and Operations in launching new products and flavor innovations.
- Develop go-to-market strategies for new product introductions.
- Conduct post-launch reviews and recommend improvements based on customer feedback and sales performance.
Consumer Insights & Market Research
- Analyze market trends, customer behavior, and competitor activities.
- Translate consumer insights into actionable marketing strategies.
- Utilize customer data and analytics to improve marketing effectiveness.
Digital & Customer Engagement
- Work closely with Digital Marketing to enhance online presence, customer acquisition, loyalty, and engagement.
- Support CRM, loyalty programs, mobile applications, and digital promotions.
- Ensure marketing initiatives align with evolving consumer behavior.
Franchise Marketing Support
- Collaborate with Franchise Operations to support local store marketing initiatives.
- Develop marketing toolkits and promotional materials for franchisees.
- Ensure consistent implementation of national campaigns across all stores.
Financial Management
- Prepare and manage the annual marketing budget.
- Monitor marketing ROI and optimize spending.
- Forecast campaign investments and expected business impact.
Leadership & Stakeholder Management
- Lead and mentor Brand Marketing team members.
- Manage relationships with advertising agencies, media partners, suppliers, and other external vendors.
- Present marketing strategies and business performance updates to senior leadership.
Qualifications
Education
- Bachelor's Degree in Marketing, Business Administration, Advertising, Communications, or a related field.
- MBA is an advantage.
Experience
- Minimum of 8–10 years of progressive experience in Brand Marketing.
- At least 3–5 years in a managerial or senior leadership role.
- Experience in the Quick Service Restaurant (QSR), Food & Beverage, Retail, or FMCG industry is highly preferred.
- Proven success in managing large-scale integrated marketing campaigns.
