Trade and Retail Senior Marketing manager

The Trade, Retail, and National Promotions Senior Marketing Manager is responsible for leading the team in strategically developing and executing marketing initiatives at the trade level. This role ensures strong in-store brand presence, influences consumer behavior at the point of purchase, and drives long-term brand affinity versus competitors.

Strategic Leadership

• Leads the translation of brand strategies into below-the-line executions that drive conversion at the point of sale and support category growth and market share gains
• Acts as a strategic partner by providing guidance to stakeholders and coaching team members to enhance productivity and performance
• Serves as the key source of insights on customer behavior, competitive activity, and trade performance, supporting category and product teams

Brand Identity and Experience

• Oversees the development and evolution of the brand's visual identity in collaboration with relevant stakeholders
• Establishes and standardizes guidelines for in-store visual assets and merchandising materials
• Ensures consistent application of brand identity across all store formats, assets, and store openings or renovations
• Co-leads the development and execution of the branded service experience across all customer touchpoints within physical channels

TRADE MARKETING

Trade Area Marketing - Defines strategic direction to drive sales and brand presence in retail trade areas. Analyzes customer behavior, competitive activity, and sales data to identify opportunities and implement action plans. Collaborates with stakeholders to develop system-wide engagement strategies aligned with the customer journey.

Local Store Marketing - Oversees planning, execution, and evaluation of store-level marketing initiatives to increase foot traffic, transaction count, average spend, and customer loyalty.

Store Opening Management - Provides strategic direction for impactful store openings to build awareness, establish local relevance, and sustain customer traffic across pre-opening, opening, and post-opening phases.

Store Activations - Leads the execution of marketing initiatives supporting new product launches, campaigns, and experiential programs to drive customer engagement.

Community Relations - Oversees programs that engage local communities and key stakeholders to support business and brand objectives at the trade area level.

RETAIL MARKETING

Retail Merchandising - Leads the development of merchandising guidelines aligned with brand identity and communication priorities. Ensures planogram standards maximize product visibility and drive sales.

Retail Packaging - Oversees strategy and execution for innovative packaging solutions, including seasonal initiatives. Collaborates with cross-functional teams to improve packaging structure and design standards.

Store Design - Manages store concept development, ensuring alignment with brand positioning and target market relevance. Works with cross-functional teams to ensure timely, high-quality, and cost-effective implementation.

Creative Design Development - Leads the development and execution of visual design concepts across retail channels. Ensures consistency in creative outputs, manages agency partnerships, provides clear direction for design refinement, and approves design elements for store implementation.

Branded Service Experience - Develops strategies to enhance customer experience in retail environments. Collaborates with relevant teams to define and implement service standards aligned with the brand identity.

National Promotions

• Sets strategic direction for national promotional initiatives, including tactical campaigns, limited-time offers, and partnership programs, to drive sales and strengthen brand equity
• Ensures alignment across operations, marketing, finance, and supply chain teams

Job Qualifications

• Bachelor's degree in Marketing, Business Management, or a related field
• Master's degree is an advantage
• At least seven (7) years of experience in trade and retail marketing, with a minimum of two (2) years in a people management role handling direct reports
• Willing to work in a hybrid setup (at least 2 days onsite per week) in Ortigas, Pasig City
• Open to travel for fieldwork as needed