Manila - Trade Marketing Manager (Archetype Marketing Manager)
Globe Telecom Manila Full-time
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.
- 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
- 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
Globe TelecomQuezon City, 10 km from Manila
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