B2B Growth & Cross-Sell Platform Lead

Globe Telecom; Philippines; On-site; PHP 720,000 - 1,080,000; Full time

Job description

At Globe, our goal is to create a wonderful world for our people, business, and nation. By uniting people of passion who believe they can make a difference, we are confident that we can achieve this goal.

Job Description

The Base Growth Marketing Manager will drive incremental growth across the existing B2B customer base by identifying, building, and scaling new cross-sell platforms. The role focuses on unlocking integration opportunities across internal groups—including B2C, digital and cross-functional teams—while piloting innovative online and on-ground channels that expand reach, improve customer engagement, and drive multi-product ownership.

Duties And Responsibilities

• Platform and Existing Base Growth Strategy
• Develop and execute a growth roadmap focused on new platforms that drive cross-sell and multi-product ownership across the B2B base.
• Identify high-potential integration points within internal ecosystems such as B2C platforms, digital channels, and social media platforms
• Build scalable frameworks for embedding B2B offers in customer journeys outside traditional Sales channels.
• Cross-Functional Integration and Partnerships
• Lead collaboration with B2C (FVT, Product, ISG & EDS); B2B: Digital, Product and L2A to unlock shared customer opportunities and cross-portfolio growth.
• Design and implement integration use cases such as:
• Embedding B2B propositions in B2C journeys (e.g., SME conversion from consumer accounts).
• Leveraging shared customer data and insights to enable targeted cross-sell.
• Co-developing bundled or ecosystem-led offers with internal and external partners.
• Establish governance and alignment to ensure seamless customer experience across business units.
• New Channel Piloting and Experimentation
• Identify, test, and validate new customer acquisition and engagement channels, both online and on-ground.
• Lead pilot initiatives such as:
• Digital marketplaces, e-commerce, and partner-led channels.
• Events, activations, and ecosystem-based acquisition.
• Community, industry, or sector-specific outreach programs.
• Implement test-and-learn frameworks, including hypothesis design, pilot KPIs, and structured evaluation.
• Customer Cohorting and Targeting
• Work with analytics, sales and product teams to identify high-potential segments for platform-led growth, including switching and cross-sell cohorts.
• Translate insights into targeted growth programs that align with customer behavior and competitive dynamics.
• Ensure programs are designed to address specific triggers such as switching, upsell, and retention.
• Offer and Value Proposition Innovation
• Co-create with Product Team differentiated, platform-ready offers that align with customer needs and channel dynamics
• Design modular and scalable offers suitable for digital, partner, and ecosystem environments.
• Ensure strong alignment with competitor positioning and switching drivers.
• Performance Management and Scaling
• Establish clear success metrics for pilots, including acquisition, conversion, cost-to-revenue ratio, and incremental revenue.
• Develop scalable models to transition successful pilots into BAU programs.
• Monitor channel and platform performance to optimize investments and resource allocation.
• Stakeholder and Change Management
• Influence cross-functional stakeholders to support growth initiatives and new ways of working.
• Drive alignment between Marketing, Sales, and Product to accelerate execution.
• Communicate pilot outcomes and business impact to senior leadership.
• Governance, Compliance, and Customer Experience
• Ensure that all growth initiatives adhere to regulatory, data privacy, and internal governance standards.
• Maintain a consistent and high-quality customer experience across all new channels and platforms.

Requirements

• At least 5-7 years experience in Marketing, preferably B2B CRM
• Experience with B2B Marketing Automation tools (eg. Pardot, SFA, etc)
• Program and Project Management
• Strong Marketing background - B2B Marketing experience is an advantage
• People Management
• Cross-functional Team Management
• Data-Driven and Analytical Thinking
• Customer journey design
• Graduate of any 4-year Business-related or Marketing-related Course Work

Equal Opportunity Employer

Globe’s hiring process promotes equal opportunity to applicants, Any form of discrimination is not tolerated throughout the entire employee lifecycle, including the hiring process such as in posting vacancies, selecting, and interviewing applicants.

Globe’s Diversity, Equity and Inclusion Policy Commitment can be accessed here

Make Your Passion Part of Your Profession. Attracting the best and brightest Talents is pivotal to our success. If you are ready to share our purpose of Creating a Globe of Good, explore opportunities with us.