Brand manager

Position Overview

The Brand Manager is responsible for leading Karofi's brand strategy and positioning in the Philippines. This role drives integrated marketing campaigns, product communication, and go-to-market execution to strengthen brand awareness, accelerate business growth, and ensure a consistent brand experience across all customer touchpoints.

Working closely with Sales, Trade Marketing, Digital, E-commerce, Product, and HQ teams, the Brand Manager translates business priorities into impactful marketing initiatives and ensures effective execution through cross-functional collaboration and data-driven decision-making.

1. Brand Strategy & Positioning

• Lead the overall brand direction and positioning in the Philippine market, aligned with regional and HQ strategies.
• Translate business objectives into effective brand and marketing plans.
• Ensure brand consistency across all consumer touchpoints, including digital, retail, e-commerce, CRM, PR, and offline activations.
• Monitor market trends, consumer insights, and competitor activities to identify growth opportunities and strengthen brand competitiveness.

1. Campaign Planning & Go-to-Market Execution

• Develop monthly, quarterly, and seasonal integrated marketing campaigns that support business and sales objectives.
• Define campaign objectives, target audience, key messaging, product focus, promotional mechanics, and success metrics.
• Lead end-to-end campaign planning and coordinate execution across all marketing channels.

1. Product Communication

• Own communication strategies for new product launches and existing product portfolios.
• Develop compelling product value propositions tailored to local consumer needs.
• Review and approve key marketing assets, including advertising creatives, social content, CRM materials, website content, POSM, product pages, and campaign messaging.
• Ensure all communication materials are accurate, consistent, and aligned with brand positioning, product features, and customer benefits.

1. Cross-functional Leadership

• Prepare clear campaign briefs for Content, Digital, Multimedia, Trade Marketing, Sales, and E-commerce teams.
• Partner with Digital Marketing to optimize campaign setup, CRM initiatives, tracking, and reporting.
• Collaborate with Multimedia and Content teams to deliver compelling creative assets and campaign messaging across all channels.
• Work with Trade Marketing and Sales to execute impactful retail activations, promotions, merchandising materials, and in-store brand experiences.
• Coordinate with HQ stakeholders to ensure seamless execution of regional and global initiatives.

1. Performance & Budget Management

• Manage the assigned marketing budget and optimize spending across campaigns and channels.
• Track key business metrics including brand awareness, leads, sales performance, product movement, campaign ROI, and customer engagement.
• Prepare regular business performance reports and provide data-driven recommendations to improve campaign effectiveness and support business growth.

• Bachelor's degree in Marketing, Business, Communications, or a related field.
• 6–8 years of experience in Brand Management or Product Marketing, with at least 2 years in a leadership role.
• Experience in Consumer Electronics, Home Appliances, or FMCG is preferred.
• Strong expertise in brand strategy, integrated campaign planning, and product communication.
• Proven ability to lead cross-functional projects and manage multiple stakeholders.
• Analytical mindset with strong project management and communication skills.
• Fluent in English (written and verbal). Tagalog proficiency is a strong advantage for local communication and content localization.