Trade Marketing Manager

4 days ago

Tarlac City, Central Luzon, Philippines Globe Telecom Full time ₱900,000 - ₱1,200,000 per year
  • Job Description Summary

The Archetype Marketing Lead is responsible for driving hyper-localized marketing strategies based on geo-archetypes to deepen market penetration and foster customer loyalty within specific territories. This role involves comprehensive analysis of micro-market dynamics and distinct archetypes, followed by the design, execution, and performance monitoring of tailored offers and BTL on-ground marketing initiatives. The Archetype Marketing Lead plays a critical role in translating insights into actionable strategies that resonate with unique local consumer segments.

  • Job Description

DUTIES AND RESPONSIBILITIES:

Market Analysis and Strategy Development

  • Analyze consumer behavior, competitive intensity, distribution gaps, and adoption barriers within specific towns or archetypes.
  • Interpret geo-archetype insights and translate them into localized micro-market offers and BTL marketing strategies.
  • Monitor competitor activities, market trends, and regulatory changes within assigned territories to proactively identify opportunities and challenges.

Offer and Campaign Design

  • Develop, propose, and monitor micro-market offers aligned to the strategic posture of the town.
  • Develop, propose, and refine BTL on-ground marketing strategies, activation plans, and community engagement initiatives tailored to the archetype

Execution and Operations Management

  • Work with the Marketing Activations team to execute BTL on-ground activations including events, roadshows, and community-based marketing programs tailored to the archetype.
  • Manage the allocated marketing budget for micro-market initiatives, ensuring efficient resource allocation and adherence to financial guidelines.

Performance Monitoring & Optimization:

  • Conduct post-mortem analyses on offer performance, campaign effectiveness, and activation ROI, then adjust strategies as needed.
  • Prepare and present comprehensive performance reports, insights, and recommendations to the Territory General Manager and other key stakeholders.

Collaboration and Advocacy:

  • Collaborate with Territory and National Segment Marketing Teams to align on archetype-specific value propositions and messaging.
  • Act as the voice of the archetype, informing the broader marketing and strategy teams of local market needs and behavioral nuances.
  • Additional Job Description

HIRING REQUIREMENTS:

  • Bachelor's degree in Marketing, Communications, Business, or related field
  • Minimum 10 years in Marketing execution, BTL campaign management, or Micro-market development
  • Proven success in localized marketing execution and business case development
  • Experience in handling a team, managing cross-functional groups and senior management stakeholders is a must
  • Experience in telco, FMCG, or highly segmented consumer industries preferred

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