Manages the annual strategy formulation of the Aspire by Filinvest brand to up awareness, sustain growth and market relevance
Develops effective brand strategies to maintain the brands integrity, promotes the brand and its values, including its projects
Serves as Custodian for the Aspire by Filinvest brand proposition and oversees brand guidelines, communications calendar and overall messaging
Leads integration of competitive monitoring activities and recommends POVs and strategic responses as necessary
Oversees the creation of engaging designs and content for the brands marketing campaigns and programs to ensure proper and consistent communication and embodiment of the brands identity
Ensures, reviews and monitors compliance with brand standard of all marketing materials, and delivery of selling tools and requirements
Collaborates with the different Marketing Management teams in enhancing customer experience and brand image communication approaches
Recommends and oversees budget allocation for the assigned brand
Go-to-Market Strategy
Shapes the narrative and positioning of the assigned brand/project during product launches and campaigns
Develops and executes comprehensive GTM strategies aligned with overall brand objectives, ensuring a consistent brand message across all touchpoints.
Collaborates with product development, sales teams, and other stakeholders to gather insights and align GTM strategies with product features and brand positioning.
Defines and refines the brand positioning within the context of each GTM initiative, ensuring it aligns with market trends and addresses the unique needs of the target audience.
Conducts thorough competitive analyses to identify market trends, differentiators, and opportunities for positioning the brand ahead of competitors.
Leads the development of compelling messaging frameworks that effectively communicate the brand's value proposition, product benefits, and unique selling points.
Oversees the creation of diverse content types, including copy, visuals, and multimedia assets, ensuring they align with the overall brand message and GTM strategy.
Takes a hands-on approach to execute GTM campaigns, coordinating with internal teams and external partners to ensure seamless implementation across all channels.
Utilizes analytics tools to measure the effectiveness of GTM campaigns, providing actionable insights for continuous improvement and optimization.
Brand Marketing Team Leadership, People Management, & Talent Building
Leads the Aspire by Filinvest brand management and rallies the MSOs in all marketing initiatives for projects under the brand
Undertakes research / focused group discussions / insightings to strengthen the brands market relevance and positioning
Collaborates with MSOs in conducting regular competitive scan, research, and other related studies to provide market intelligence in support of the business
Develops training plan to further brand skills based on baseline performance
Undertakes performance management activities to ensure delivery of business objectives and targets
Carries out supervisory responsibilities in accordance with the position and organizations policies which may include recruiting, interviewing, hiring, attendance monitoring, and training marketing staff
Plans, assigns, and directs tasks
Reviews (appraises) performance, rewarding, counselling, and disciplining employees
Addresses complaints and resolving problems
Work Experience & Education Requirement:
Bachelor's degree in marketing, business administration, communications, or a related field is required.
At least five (5) years of experience in marketing, advertising, or brand management.
Strong communication, analytical, and creative skills are important for this role. Brand marketing managers should be able to develop and execute marketing strategies, analyze market trends and consumer behavior, and effectively communicate with internal teams and external partners.
Familiarity with marketing tools and software, as well as an understanding of digital marketing channels, is often required. Knowledge of branding principles, market research techniques, and consumer behavior can also be beneficial.
