Head of Marketing

What can you tell your friends when they ask what you do?

I lead the team that shapes how millions of Filipinos experience rewards and loyalty through Go Rewards, the leading and most-loved coalition loyalty program in the Philippines. I tell stories that connect our brands to real people — inspiring engagement, advocacy, and love for the program.

My job is to lead the end-to-end marketing and brand strategy for the Go Rewards coalition loyalty program, shaping and elevating the program's brand identity, driving brand and membership growth, increasing engagement and partner value, and building a highly data-driven and digitally focused marketing organization.

Responsibilities – How will you do this?

Brand Leadership and Strategy

• Lead the development and execution of a comprehensive brand refresh to create a rewarding, aspirational, and distinctive brand as the leading and most-loved loyalty program in the Philippines
• Define brand positioning, compelling narratives, tone of voice, and visual identity across all channels and partner touchpoints
• Champion brand governance across coalition partners to ensure consistency and high-quality execution at scale

Growth & Member Engagement

• Drive marketing strategies to increase brand awareness, program enrollment, active membership, and share of wallet across partner brands
• Translate program value proposition into compelling customer narratives and campaign themes
• Oversee integrated multi-channel marketing campaigns that drive acquisition, activation, and retention

Digital, Media & Performance Marketing

• Lead the strategy for digital media, content, influencer, and paid performance channels to ensure ROI-positive campaigns.
• Champion experimentation and "growth hacking" — testing new strategies, platforms, tools, and creative formats.
• Ensure marketing technology (MarTech stack) and data infrastructure support personalization, attribution, and measurement

Partnerships & Ecosystem Marketing

• Work closely with Go Rewards partners and business units to craft co-branded campaigns, brand activations, and joint value propositions
• Serve as DAVI's marketing voice and influence senior stakeholders across the Gokongwei Group and within partner organizations to maximize cross-functional collaborations and objectives
• Manage agency and vendor relationships to ensure high-quality, on-brand execution.

Marketing Analytics & Measurement

• Define and oversee KPIs that demonstrate the impact of marketing investments on business outcomes
• Partner with Data Analytics to strengthen dashboards, segmentation, experimentation, and predictive models
• Ensure marketing decisions are anchored in data, financial impact, and member value creation.

Budget Planning & Management

• Own the annual marketing budget planning and maintain a strict governance on spend allocation, forecasting, ROI, and financial discipline
• Optimize spend mix across brand-building, performance marketing, and coalition partner co-funding

Team Leadership & Capability Building

• Build, mentor, and scale a high-performing marketing organization with capabilities across brand, digital, CRM, and creative production
• Establish clear team OKRs, operating rhythms, and performance evaluation structures
• Develop systems for campaign management, marketing operations, and performance tracking
• Instill a culture of innovation, accountability, agility, and cross-functional collaboration

To be successful, you'll need

• 10+ years of progressive marketing experience in consumer marketing, ideally with exposure to loyalty, digital, and data-driven marketing.
• Proven success in leading brand, growth, or customer engagement functions in consumer, retail, or tech environments.
• Strong leadership and collaboration skills — able to inspire cross-functional teams and influence senior stakeholders.
• Strategic thinker with hands-on executional excellence.
• Expertise in integrated marketing communications, media planning, and digital performance management.
• Deep understanding of consumer behavior, customer lifecycle management, and CRM analytics.
• Excellent communication and storytelling skills — both creative and data-based.
• High data fluency; comfortable interpreting campaign results and using insights to guide strategy.
• Resilient, entrepreneurial, and energized by innovation and change.
• Be an Ideal Team Player
• You are HUNGRY with biases towards action and a mindset to continuously learn and improve
• You are HUMBLE, yet love to succeed, especially as a team
• You are SMART, and not just book smart, but emotionally intelligent, which enables you to have a great read and relation with people

About Data Analytics Ventures Inc. (DAVI)

Data Analytics Ventures, Inc. (DAVI) is the Gokongwei Group's loyalty and data analytics company. Aside from managing Go Rewards, the loyalty program of the Gokongwei Group which includes Cebu Pacific and Robinsons Retail Holdings, DAVI also plays a pivotal role in driving consumer insights through data science. This combination enables DAVI to create a loyalty program that delivers rewarding experiences and harnessing data to fuel business growth.

At DAVI, data is the key to identifying customer patterns and insights. More than just crunching numbers amidst evolving market landscapes, the company aims for meaningful engagement and sustainable growth that will accelerate discovery and action for businesses.

DAVI helps businesses get a deeper understanding of their brand and category performance. The company's insights help businesses to determine growth drivers and opportunities, improve decisions and calibrate business objectives and actions.

DAVI advocates a culture of excellence and teamwork. Everyone is expected to be the very best at what they do and serve as mentors to their colleagues. We believe in building a trusted environment that encourages open dialogue and constructive conflict, where individuals are humble and hungry to learn from each other. We expect excellence of ourselves and others and together, we make excellence contagious.

DAVI offers its employees the chance to be part of the wave of the future as the data industry continues to evolve rapidly. They are empowered to chart the trajectory of their career and have access to programs that help them continuously upskill. As such, the company seeks people who are passionate about uncovering the value and opportunities behind data.