Brand Equity Lead

Overview

The Brand Marketing Head is responsible for developing and executing brand strategies, driving brand growth, and implementing comprehensive brand plans. This role ensures that all creative materials and communications align with the brand's identity and guidelines, while working closely with cross-functional teams.

Responsibilities Brand Strategy and Development

• Translating brand elements and data into integrated marketing plans and go-to-market strategies.
• Drive initiatives to enhance brand equity, awareness and relevance to the target market.
• Leads comprehensive brand audits to monitor and improve brand perception, ensuring positive brand mentions, enhanced brand attributes, and an elevated brand equity ranking.

Campaign Management and Strategy

• Collaborate with campaign enablers such as Brand and Design, Corporate Communications, Product and Procurement teams, and external agencies to develop, execute, and monitor integrated marketing campaigns.
• Oversee brand campaign projects and ensure timely completion.
• Develop campaign briefs that emphasize the products' unique selling propositions, brand tonality, and relevant messaging, ensuring cohesive and impactful visual representation.
• Effectively manage the brand's marketing budget and ensure optimal resource allocation to achieve marketing objectives.
• Review ad copy, social media captions and key visuals to ensure consistent messaging and visual identity are maintained across all brand touchpoints, both online and offline.
• Track and assess key performance indicators (KPIs) and campaign metrics to measure the success of brand strategies and initiatives.
• Work with the Digital Marketing team to maximize reach for brand awareness such as but not limited to keywords search, create tailored content plans, unique link for performance tracking, Call-To-Action copy/visual, etc.
• Implementation of marketing mix channels, to support product launches, awareness campaigns, and comprehensive communication plans.

Brand Health Management

• Analyze market trends and product performance to enhance competitive advantage.
• Understand clients’ consumer behavior and preferences to develop customized marketing strategies.
• Leverage on social listening tools and analyze digital platform performance to optimize brand messaging.
• Conduct market research and competitive analysis to identify trends, opportunities, and consumer insight.

Brand Communication and Governance

• Ensure compliance with government regulations, including those from ASC, DTI, and BSP, regarding brand visual identity and other brand-related advertisement requirements.
• Oversee SMS ID governance to ensure centralized implementation.
• Facilitate Marketing Technology requirements for onboarding limited to Brand-related functions.
• Provides coaching and leadership to Brand Specialists, ensuring strong team dynamics and professional advancement.

Qualifications

• Minimum of 6 years of experience related to Brand Marketing
• With strong experience in Brand Equity Building
• Educational Attainment Bachelor's / College Degree in Marketing / Advertising/Media, Art/Design/Creative Multimedia, Mass Communications
• Certification / Professional License Certified Marketer or any Marketing certification is a plus

About Security Bank

Security Bank is one of the Philippines’ best capitalized private domestic universal banks.

Established in 1951 and publicly listed with the Philippine Stock Exchange (PSE:SECB) in 1995, our major businesses cover retail, corporate, commercial, and business (MSME) banking.

We’re recognized as an Employer of Choice in Philippine banking by various award-giving bodies for our values-based culture, industry-leading engagement and benefits, and commitment to work-life balance.

Most recently, we ranked as the #2 best employer in the Philippines and #54 globally on the prestigious Forbes’ World’s Best Employers 2023 list.

At Security Bank, our approach to Human Capital Management (HCM) is embodied by our Employee Value Proposition (EVP): “YOU matter.”

Start your #BetterBanking career with us today.

Seniority level

• Mid-Senior level

Employment type

• Full-time

Job function

• Marketing and Advertising

Industries

• Banking and Financial Services

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