Integrated Marketing Specialist

Job Title:
Integrated Marketing Specialist

Department:
Marketing

Reports To:
Marketing Manager

Job Purpose

The Integrated Marketing Specialist is responsible for designing, coordinating, and executing trade and retail marketing strategies that strengthen ANTECH's presence in the marketplace. This role bridges brand strategy with retail execution, ensuring that marketing campaigns are effectively translated into in-store activations and shopper marketing initiatives that drive awareness, engagement, and product conversion.

By managing trade promotions, point-of-sale merchandising (POSM), and retail activations, the Integrated Marketing Specialist ensures that ANTECH's products are consistently visible, competitive, and strategically positioned to influence consumer purchasing decisions. This role works closely with Sales, Trade, and Brand teams to guarantee alignment, maximize ROI, and maintain compliance with brand guidelines and regulatory standards.

Key Responsibilities

Trade & Retail Marketing Strategy

• Develop and execute comprehensive trade and retail marketing strategies that support both consumer-facing campaigns and sales objectives.
• Translate national brand strategies into localized in-store executions tailored to specific retail environments.
• Identify opportunities for shopper engagement and recommend innovative retail activations that drive trial and conversion.

In-Store Activations & Promotions

• Lead planning, coordination, and implementation of in-store activities, including sampling, promotions, merchandising displays, and retail events.
• Ensure activations are aligned with brand strategy, executed on schedule, and compliant with trade agreements.
• Monitor retail activity implementation to maintain consistency across outlets.

POS Merchandising Development

• Oversee the design, production, and deployment of high-quality POSM materials such as shelf-talkers, posters, displays, and promotional kits.
• Ensure all merchandising reflects ANTECH's brand identity and communication standards.
• Collaborate with the Multimedia Associate and vendors to produce effective, cost-efficient creative assets.

Trade Promotion Management

• Implement trade promotion programs to support product launches, seasonality, and retail partner initiatives.
• Monitor compliance with trade mechanics and ensure timely communication to sales and retail teams.
• Track performance and ROI of promotions to inform future strategies.

Cross-Functional Collaboration

• Work closely with the Sales team to understand retail dynamics, store-level needs, and shopper insights.
• Collaborate with Brand Marketing to ensure retail campaigns align with overarching brand communication and objectives.
• Partner with Finance and Procurement teams for budget monitoring and vendor management.
• Serve as the marketing liaison for trade partners, distributors, and retail stakeholders.

Performance Analysis & Reporting

• Monitor and evaluate effectiveness of in-store promotions, activations, and POSM deployment.
• Analyze sales uplift, shopper engagement, and ROI to measure campaign impact.
• Provide regular reports and insights to the Marketing Manager with recommendations for continuous improvement.

Compliance & Governance

• Ensure all retail and trade marketing activities comply with the Philippine Milk Code, DOH guidelines, and ANTECH's internal standards.
• Maintain proper approvals and documentation for all campaigns and activations.

Qualifications

• Bachelor's degree in Marketing, Business Administration, or a related field.
• 3–5 years of experience in trade, shopper, or retail marketing within FMCG, healthcare, or nutrition industries.
• Proven experience in POSM development, retail activation, and trade promotion management.
• Strong project management skills, with ability to handle multiple activations simultaneously.
• Excellent organizational, negotiation, and vendor management skills.
• Strong analytical abilities with experience in campaign evaluation and ROI measurement.
• Ability to collaborate effectively across multiple teams and stakeholders.

Core Competencies

• Trade & Retail Marketing Execution
• Shopper Engagement & Conversion
• POSM Development & Merchandising Strategy
• Trade Promotion Management
• Cross-Functional Collaboration
• Project Management & Organization
• Analytical Thinking & Reporting
• Compliance & Governance