Philippines
Brand & Campaign Management • Led end-to-end marketing campaigns from concept to execution across online and offline channels • Developed annual marketing calendar aligned with business objectives and seasonal priorities • Managed brand positioning to strengthen value perception and customer relevance • Launched in-store and digital initiatives to drive traffic and basket size Customer & Growth Strategy • Analyzed shopper behavior and market trends to refine targeting and communication strategies • Designed initiatives to increase member acquisition, retention, and engagement • Strengthened private label visibility through strategic placements and highlight features • Improved price perception through strategic messaging and value communication Digital & Content • Oversaw social media content strategy, balancing promotional and lifestyle messaging • Managed digital campaigns to increase reach, engagement, and store visits • Coordinated with creatives for visuals, videos, and promotional materials Partnerships & Stakeholder Management • Worked cross-functionally with operations, merchandising, and finance teams • Negotiated with external partners, agencies, and mall operators for marketing placements • Managed marketing budget allocation
Brand Growth & Portfolio Management • Drove brand growth across Robinsons Supermarket, Robinsons Easymart, Robinsons Selections, and Jayniths Supermart • Managed multi-format brand positioning to ensure relevance across diverse target markets • Established and strengthened brand identity per store format by developing comprehensive brand guidelines (logo usage, in-store execution, and digital applications) • Ensured consistency of brand messaging and visual identity across all channels and customer touchpoints Integrated & Digital Marketing • Collaborated with the Digital Team to drive nationwide promo awareness through paid campaigns on Facebook and Instagram • Supported integrated marketing executions across in-store, digital, and promotional platforms Budget & Performance Management • Managed annual marketing budget, ensuring strategic allocation aligned with brand and commercial priorities Team Leadership & Capability Building • Trained and mentored Marketing Officers in Brand Development, Marketing Strategy, Events Management, Digital Marketing, Public Relations, and CSR initiatives
Campaign & Project Leadership • Served as Project Lead for departmental initiatives and major promotional campaigns, ensuring seamless end-to-end execution • Took full ownership of marketing projects, driving accountability from planning to post-campaign evaluation Marketing Strategy & Program Development • Initiated projects and activities aligned with overall marketing objectives and brand strategies • Developed marketing programs in collaboration with cross-functional teams to support commercial goals Market & Consumer Insights • Prepared reports and in-depth analysis of local and nationwide market profiles, shopping trends, and key developments • Leveraged insights to refine marketing strategies and identify growth opportunities Supplier & Stakeholder Management • Coordinated closely with suppliers, ensuring clear communication and sufficient lead time to secure quality products and services • Strengthened partnerships to support campaign execution and brand initiatives
- Research on current market conditions in local, regional, and global areas to determine potential sale of a product or service. - Collects and analyzes data based on clients’ demographics, preferences and needs, to identify potential markets and factors affecting industrial demand. - Conduct a high volume of daily outgoing business calls to capture market information. The volume of calls required will depend upon business needs. - Devise and evaluate methods and procedures for collecting data (such as interviews, publication calls, surveys, or questionnaires)