AVP Growth & Digital Marketing

STARBREAKER CORP; Makati; On-site; PHP 3,200,000 - 5,200,000; Full time

Job summary

PICKUP COFFEE in the Philippines is seeking an AVP, Growth & Digital Marketing to own digital marketing plans, media spend, loyalty execution, and customer data strategy. You will lead the CDP efforts, select tools, and drive data-driven decisions across app and online channels.

You will partner with brand, product and operations to optimize acquisition, retention and CLV, while managing margins and experimentation-driven growth.

Qualifications

• 10+ years in digital marketing, growth, CRM or analytics, with at least 4 years leading teams.
• Proven ownership of a media budget with CAC, ROAS and retention results.
• Hands-on experience with CDP/CRM and marketing automation tools and vendor evaluation.
• Experience migrating or consolidating a martech stack including POS/app/data integrations.
• Strong in experimentation: incremental analyses, holdouts, CLV and cohort analyses.
• Bachelor's degree in Marketing/Business/Analytics; MBA a plus.

Responsibilities

• Own the digital marketing plan and calendar for app and online channels, aligned to the AOP.
• Manage the digital media budget; optimize spend by CAC, ROAS and payback.
• Lead CDP engagement end-to-end: requirements, vendor eval, terms and implementation.
• Define martech stack strategy with clear cost, capability and margin impact.
• Own customer acquisition targets, CAC and first-order to repeat funnel optimization.
• Lead retention and loyalty programs; drive lifecycle journeys and program changes.
• Ensure compliance, data privacy, and real-time data linkages across systems.
• Report performance and spend to CSO, Group Head and Global Managing Director.

Skills

Digital marketing leadership

Growth analytics

Media budgeting

SQL

BI tools

Education

Bachelor's degree in Marketing/Business/Analytics

MBA a plus

Tools

Antsomi

Braze

Bloomreach

CleverTap

Netcore

Job description

Company Overview

PICKUP COFFEE is the fastest-growing food and beverage brand in the Philippines, dedicated to delivering exceptional coffee experiences to our customers. As we scale, we are committed to leveraging product innovation and customer insights to enhance our offerings and operational efficiency.

Job Overview

We are looking for an AVP, Growth & Digital Marketing to own how PICKUP acquires, activates and retains customers across digital channels. This leader will own our channels’ digital marketing plans, media spend, loyalty/retention execution, and our customer data and engagement technology strategy, including the selection and rollout of a customer data platform (CDP).

The role reports to the Digital Sales Channels Group Head (line manager) and to the Chief Strategy Officer who makes the final calls on data-driven decisions. It carries a dotted line to the Global Managing Director who has direct access to this leader for media and marketing plans. The AVP is expected to turn data into decisions: every plan is tested, measured against incrementality and Net Contribution Margin, and scaled or stopped on evidence.

Key Responsibilities

Digital Marketing Strategy & Media Spend:

• Own the digital marketing plan and annual/quarterly calendar for the app and online channels, aligned to the AOP, and present it to the Global Managing Director for review.

• Own the digital media budget within the A&P targets. Manage the media partner relationship and allocate spend across channels based on CAC, ROAS and payback, not reach alone.

• Set the test-and-learn agenda: holdouts, incrementality tests and clear scale/stop rules for every major campaign.

• Partner with brand, creative and product to ensure campaign assets and app experiences support acquisition and retention goals.

CDP Engagement & Customer Data:

• Lead our CDP engagement end to end: define requirements, evaluate vendors, negotiate commercial terms, and lead implementation and adoption. Build on our current engagement tools in the interim rather than waiting for a future platform.

• Own the martech stack decision: whether to build on, layer on, or consolidate existing tools. Make a clear business case on total cost, capability, and margin impact for senior leadership.

• Define evaluation criteria with the Tech Group, including integration with POS, app, aggregator and loyalty systems, real-time capability, data privacy compliance, and local support.

• Own the “customer decisioning engine”: move PICKUP from batch campaigns to rules-based decisioning to AI-assisted targeting, with guardrails for discount limits and contact frequency.

• Own unified customer identity and segmentation across app, aggregator and offline touchpoints, and drive a single source of truth in partnership with the Tech Group.

• Ensure compliance with the Data Privacy Act (consent, data handling, retention) in all marketing data use.

• Consume, not own, the demand forecast and data warehouse, which remain with the Tech Group.

Customer Acquisition:

• Own acquisition targets, CAC and new-customer quality across digital channels, including first-order offers, referral and paid media.

• Optimize the acquisition funnel from install to first order to repeat, improving the app activation-to-retain rate and app adoption.

• Use lookalike and value-based audiences to acquire customers likely to retain, and judge success by CAC:CLV and payback, not install volume.

Retention & Loyalty Execution:

• Lead retention programs: lapsed-customer win-back, trial offers, daypart and habit-building campaigns, and lifecycle journeys.

• Execute the PICKUP Club roadmap set by the Group Head, including interim program changes ahead of PICKUP Club 2.0. Loyalty strategy and ownership of the program stay with the Group Head.

• Address loyalty health: unclaimed points liability, Bronze-tier concentration, and tier disengagement.

• Track retention curves, CLV and cohort quality, and flag when acquisition quality is declining.

Commercial Discipline & Analytics:

• Hold every campaign to margin-positive standards: promo ROAS by pillar and Net Contribution Margin, with discounts within targets.

• Work with the Tech Group on experimentation design, measurement and reporting; the AVP owns the decisions that come out of the insights.

• Report performance, spend and learnings to the CSO and Group Head regularly, and to the Global Managing Director for marketing and media plans.

• Negotiate and manage martech and media vendor contracts, favoring performance-linked terms where possible.
  

Team Leadership:

• Lead and develop the marketing sub-unit, including the Campaigns team and retention/loyalty execution, and coach Managers and Supervisors on strategy, data fluency and commercial thinking.

• Set clear KPIs/OKRs and run regular performance check-ins and reviews.

• Work closely with Operations (internal and external), Platform Insights, Tech, Finance, Brand and Store Operations to launch and mount campaigns smoothly.

• Make the case for resourcing (creative capacity, tools, headcount) with data.

Qualifications

• 10+ years in digital marketing, growth, CRM or customer analytics, with at least 4 years leading teams; experience in F&B, retail, e-commerce, delivery or consumer apps strongly preferred.

• Proven ownership of a media budget and agency relationships, with demonstrated results in CAC, ROAS and retention.

• Hands-on experience with CDP/CRM and marketing automation tools (Antsomi, Braze, Bloomreach, CleverTap, Netcore, or similar), including vendor evaluation, selection, and implementation.

• Experience migrating or consolidating a martech stack, ideally integrating POS, app, and third-party platform data.

• Strong in experimentation: incrementality, holdouts, cohort and CLV analysis. Comfortable with SQL and BI tools (Metabase or similar).

• Experience with loyalty or membership programs and lifecycle marketing.

• Knowledge of the Philippine Data Privacy Act and responsible use of customer data.

• Executive presence: able to present to and align senior leadership, including the Global Managing Director and C-suite.

• Strong commercial judgment: can distinguish growth that adds margin from growth that is bought with discounts.

• Bachelor's degree in Marketing, Business, Analytics or a related field; MBA a plus.

What We Offer

• A senior leadership seat in one of the fastest-growing digital businesses in Philippine F&B, with direct access to the Global Managing Director.

• Real ownership of media spend, the CDP roadmap and growth goals.

• A hybrid work setup and a collaborative, experimentation-driven team.

• Competitive compensation and benefits commensurate with AVP level.

If you are a data-driven growth leader who wants to build the marketing engine of a digital-first coffee brand, we'd love to hear from you.