Brand Manager

Bank of the Philippine Islands (BPI); Makati; On-site; PHP 500,000 - 700,000; Full time

Job summary

Bank of the Philippine Islands (BPI) seeks an Affluent Segment professional to own customer experiences across channels and touchpoints. You will support segment strategies, campaigns, and value propositions to evolve with customer needs.

This role emphasizes analytics, market insights, and loyalty, collaborating with marketing, product, and external partners to drive acquisition, retention, and a superior NPS.

Qualifications

• Bachelor’s degree in Business Management, Economics, Marketing, or related field.
• 2-3 years in retail banking or industries with known customers.
• Background in Analytics, Market Research, CRM and loyalty.
• Proficient in Business/Data Analytics, exposure to Market Research, CRM and loyalty
• Strong communication skills, articulate and flexible.

Responsibilities

• Support the development and execution of Affluent Segment strategies, campaigns, and customer value propositions.
• Conduct customer, market, and competitor analysis to identify growth opportunities and market trends.
• Champion customer needs and experiences to deliver differentiated products, services, and offers.
• Drive growth in client acquisition, relationship value, customer satisfaction, and NPS.
• Collaborate with SPCs to develop and implement customer-centric solutions.
• Partner with Marketing Services to ensure brand campaigns and content align with segment strategies.
• Coordinate with BCMS to cascade and execute programs across divisions.
• Work with product teams to deliver relevant and cost-effective solutions through optimal channels.
• Engage third-party partners to increase brand awareness, consideration, and trial.

Skills

Analytics

Market Research

CRM

Loyalty

Communication

Data Analytics

Education

Bachelor’s degree in Business/ Economics/ Marketing

Job description

Own and champion the BPI Affluent Segment customer, ensuring products, pricing, branding, channels, and customer experience evolve with changing needs. Support the Brand and Customer Experience Head in developing and executing segment strategies, customer value propositions, differentiated offerings, and seamless client experiences across all touchpoints, products, channels, and partnerships.

Responsibilities:

Support the development and execution of Affluent Segment strategies, campaigns, and customer value propositions.

Conduct customer, market, and competitor analysis to identify growth opportunities and market trends.

Champion customer needs and experiences to deliver differentiated products, services, and offers.

Drive growth in client acquisition, relationship value, customer satisfaction, and NPS.

Collaborate with SPCs to develop and implement customer-centric solutions.

Partner with Marketing Services to ensure brand campaigns and content align with segment strategies.

Coordinate with BCMS to effectively cascade and execute programs across divisions.

Work with product teams to deliver relevant and cost-effective solutions through optimal channels.

Engage third-party partners to increase brand awareness, consideration, and trial.

Qualifications:

• Bachelor’s degree graduate in Business Management/ Economics/ Marketing or related courses
• 2-3 years in retail banking or any industry dealing with known customers, including the management of thereof
• Ideally from industries such as financial products/services, retail, or fast-moving consumer goods, preferably in the areas of traditional/digital marketing, sales, branch banking or business development
• Background in Analytics, Market Research, Customer Relationship Management (CRM) and loyalty
• Proficient in Business/ Data Analytics, exposure to Market Research, Customer Relationship Management (CRM) and loyalty
• Strong communication skills, articulate and flexible