Marketing Manager / Marketing Director (Consumer Goods)

Overview

This role will be responsible for driving local market strategy, brand growth, product marketing, campaign execution, team leadership, and agency management. The successful candidate will serve as the key marketing leader for the Philippine market, acting as the bridge between local consumer insights and global brand objectives.

The ideal candidate combines strategic thinking with strong execution capabilities and has a proven track record of building and growing consumer brands within the highly competitive FMCG industry. The role requires a deep understanding of consumer behavior, retail dynamics, trade marketing, and integrated brand communications.

Key Responsibilities

• Lead the overall marketing strategy and brand growth initiatives for the Philippine FMCG market.
• Develop and execute localized marketing plans aligned with business and commercial objectives.
• Identify market opportunities, consumer trends, category developments, and competitive activities to drive sustainable brand growth.
• Act as the primary marketing representative for the Philippine market, providing strategic direction and market expertise.

• Lead the planning, execution, and evaluation of integrated marketing campaigns across online and offline channels.
• Coordinate cross-functional marketing initiatives involving brand management, digital marketing, social media, influencer marketing, public relations, trade marketing, partnerships, and performance marketing.
• Ensure all marketing campaigns are effectively localized while maintaining global brand positioning, messaging, and visual identity.
• Oversee product launches, seasonal campaigns, promotional activities, and retail marketing initiatives to maximize consumer engagement and sales performance.

Team Management

Manage, mentor, and develop the local marketing team, including:

• Social Media Manager
• PR & Consumer Insights Manager
• Creative Designer
• Establish clear objectives and key performance indicators (KPIs) for the team.
• Conduct regular performance reviews, coaching, and professional development initiatives.
• Foster a collaborative, high-performing, and results-driven marketing culture.

• Manage relationships with advertising agencies, media agencies, creative partners, PR agencies, research firms, and other external marketing vendors.
• Evaluate agency performance to ensure deliverables meet business objectives, timelines, and quality standards.
• Optimize agency resources and marketing investments to maximize campaign effectiveness and return on investment (ROI).

• Monitor consumer purchasing behavior, category trends, retail developments, and competitor activities.
• Work closely with the PR & Consumer Insights Manager to gather actionable consumer and market intelligence.
• Translate research findings into data-driven marketing strategies, product positioning, and campaign recommendations.
• Identify emerging consumer needs and market opportunities to support business growth.

• Collaborate closely with Headquarters, Sales, Trade Marketing, Product Development, Operations, and senior leadership teams.
• Provide regular updates on market performance, campaign results, competitive landscape, and strategic recommendations.
• Ensure local marketing execution remains aligned with regional brand strategies and global business objectives while addressing the unique needs of the Philippine FMCG market.

Requirements

Native Tagalog proficiency and professional English proficiency.

Familiarity with regulated industries.

Marketing contribution to business growth.

Work Location: Hybrid remote in Taguig