Senior Brand Manager

Role Summary:

The Senior Brand Manager will lead the brand strategy and execution for Playmate Leisure Solutions. This role is responsible for building brand awareness, maintaining brand consistency across all touchpoints, driving customer affinity, and contributing to business growth. You will oversee brand positioning, campaign planning, promotions, partnerships, events, digital strategy, and cross-functional collaboration to deliver on both short- and long-term brand goals.

Key Responsibilities:

• Develop and refine the overall brand strategy that aligns with Playmate's vision, mission, and business objectives.
• Define the brand positioning, messaging framework, value proposition, and ensure these are consistently applied across all marketing and customer touchpoints.
• Conduct market research and consumer insights work: understand target audience segments, competitive landscape, market trends, and customer behavior; use insights to inform and adjust strategies.
• Lead the planning, development, and execution of integrated marketing campaigns (digital, social, PR, influencer, events, offline) to build brand awareness, preference, and loyalty.
• Manage the brand's content strategy – oversee creation of messaging, visual assets, creative direction, and tone of voice.
• Oversee and/or manage brand partnerships, sponsorships, and events that support brand objectives.
• Work closely with internal teams – creative/design, content, digital, product, customer service, operations – to ensure alignment and consistency in brand execution.
• Monitor brand performance through relevant metrics and key performance indicators (KPIs): brand awareness, engagement, sentiment, share of voice, etc. Generate regular reports; analyze performance; propose actions for improvement.
• Manage brand budgets, forecasting for brand-related spend, ensure efficient use of resources, negotiate with vendors and external partners when necessary.
• Support or lead product launches, brand refreshes, and other growth initiatives.
• Provide leadership, mentorship, and direction to more junior brand/marketing staff.
• Ensure brand compliance & guardrails: ensure all communications, visuals, content etc. adhere to brand guidelines.

Qualifications

Education:

• Bachelor's degree in Marketing, Business Administration, Communications, or related field.
• A master's degree or MBA is a plus (but not required).

Experience:

• 5-8+ years of relevant experience in brand management or marketing, preferably in the gaming, entertainment, iGaming, digital services, or related industry.
• Proven experience leading brand strategy and executing successful integrated marketing campaigns across multiple channels (digital & offline).
• Experience managing partnerships, events, sponsorships.
• Track record of driving brand growth, improving awareness / engagement / preference metrics.

Skills & Competencies:

• Strong strategic thinking and analytical skills; able to interpret data, derive insights, and make informed decisions.
• Excellent communication skills (written & verbal); able to present to senior leadership and cross-functional teams.
• Creativity and innovation—willingness to try new approaches to differentiate the brand.
• Strong project management skills: able to manage multiple initiatives, prioritize, meet deadlines.
• Leadership skills: experience managing / mentoring a team, or working with external agencies/partners.
• Digital marketing savvy: social media, content marketing, influencer strategy, paid digital campaigns; familiar with measurement tools and platforms.
• Budget management skills.
• Good stakeholder management: ability to work collaboratively with product, operations, legal, finance, creative teams.

Other:

• Strong understanding of the local/regional market dynamics in the Philippines (and possibly Southeast Asia) is a plus.
• Knowledge of the regulatory environment related to gaming/sports betting or online entertainment (if applicable) would be an advantage.
• High degree of ownership, ability to work in fast-paced environment, agility to pivot as market demands shift.