BRAND MANAGER

Karofi Holding; Pasig; On-site; PHP 1,000,000 - 1,400,000; Full time

Job summary

Karofi Holding in the Philippines is seeking a Brand Manager to lead brand strategy, positioning, and go-to-market execution. You will drive integrated campaigns across digital, retail, e-commerce, and CRM while maintaining a consistent brand experience.

You will collaborate with Sales, Trade Marketing, Digital, E-commerce, Product and HQ teams to translate priorities into impactful marketing initiatives and data-driven decisions for growth.

Qualifications

• Bachelor's degree in Marketing, Business, Communications, or a related field.
• 6–8 years of experience in Brand Management or Product Marketing, with at least 2 years in a leadership role.
• Experience in Consumer Electronics, Home Appliances, or FMCG is preferred.
• Strong expertise in brand strategy, integrated campaign planning, and product communication.
• Proven ability to lead cross-functional projects and manage multiple stakeholders.
• Analytical mindset with strong project management and communication skills.
• Fluent in English (written and verbal). Tagalog proficiency is a strong advantage for local communication and content localization.

Responsibilities

• Lead the overall brand direction and positioning in the Philippine market.
• Translate business objectives into effective brand and marketing plans.
• Ensure brand consistency across all consumer touchpoints: digital, retail, e-commerce, CRM, PR, and offline activations.
• Monitor market trends, consumer insights, and competitor activities to identify growth opportunities.
• Develop monthly, quarterly, and seasonal integrated marketing campaigns that support business and sales objectives.
• Own communication strategies for new product launches and existing portfolios.

Skills

Brand strategy

Integrated campaign planning

Product communication

Cross-functional leadership

Market analysis

Project management

Communication skills

English fluency

Education

Bachelor's degree in Marketing, Business, Communications, or a related field

Job description

The Brand Manager is responsible for leading Karofi's brand strategy and positioning in the Philippines. This role drives integrated marketing campaigns, product communication, and go-to-market execution to strengthen brand awareness, accelerate business growth, and ensure a consistent brand experience across all customer touchpoints.

Working closely with Sales, Trade Marketing, Digital, E-commerce, Product, and HQ teams, the Brand Manager translates business priorities into impactful marketing initiatives and ensures effective execution through cross-functional collaboration and data-driven decision-making.

Key Responsibilities

1. Brand Strategy & Positioning

Lead the overall brand direction and positioning in the Philippine market, aligned with regional and HQ strategies.

Translate business objectives into effective brand and marketing plans.

Ensure brand consistency across all consumer touchpoints, including digital, retail, e-commerce, CRM, PR, and offline activations.

Monitor market trends, consumer insights, and competitor activities to identify growth opportunities and strengthen brand competitiveness.

2. Campaign Planning & Go-to-Market Execution

Develop monthly, quarterly, and seasonal integrated marketing campaigns that support business and sales objectives.

Define campaign objectives, target audience, key messaging, product focus, promotional mechanics, and success metrics.

Lead end-to-end campaign planning and coordinate execution across all marketing channels.

3. Product Communication

Own communication strategies for new product launches and existing product portfolios.

Develop compelling product value propositions tailored to local consumer needs.

Review and approve key marketing assets, including advertising creatives, social content, CRM materials, website content, POSM, product pages, and campaign messaging.

Ensure all communication materials are accurate, consistent, and aligned with brand positioning, product features, and customer benefits.

4. Cross-functional Leadership

Prepare clear campaign briefs for Content, Digital, Multimedia, Trade Marketing, Sales, and E-commerce teams.

Partner with Digital Marketing to optimize campaign setup, CRM initiatives, tracking, and reporting.

Collaborate with Multimedia and Content teams to deliver compelling creative assets and campaign messaging across all channels.

Work with Trade Marketing and Sales to execute impactful retail activations, promotions, merchandising materials, and in-store brand experiences.

Coordinate with HQ stakeholders to ensure seamless execution of regional and global initiatives.

5. Performance & Budget Management

Manage the assigned marketing budget and optimize spending across campaigns and channels.

Track key business metrics including brand awareness, leads, sales performance, product movement, campaign ROI, and customer engagement.

Prepare regular business performance reports and provide data-driven recommendations to improve campaign effectiveness and support business growth.

Qualification

Bachelor's degree in Marketing, Business, Communications, or a related field.

6–8 years of experience in Brand Management or Product Marketing, with at least 2 years in a leadership role.

Experience in Consumer Electronics, Home Appliances, or FMCG is preferred.

Strong expertise in brand strategy, integrated campaign planning, and product communication.

Proven ability to lead cross-functional projects and manage multiple stakeholders.

Analytical mindset with strong project management and communication skills.

Fluent in English (written and verbal). Tagalog proficiency is a strong advantage for local communication and content localization.