Brand Manager

Aice Brands Ice Cream Philippines Inc.; Taguig; On-site; PHP 700,000 - 1,200,000; Full time

Job summary

Aice Brands Ice Cream Philippines Inc. seeks a seasoned Brand Marketing Manager in the Metro Manila area to lead market analysis, target market identification, and strategy development for our consumer brands.

You will shape brand strategy, oversee campaigns, and coordinate with sales, R&D, and trade marketing to drive growth. Responsibilities include planning branding activities, managing budgets, measuring ROI, and developing compelling narratives that resonate with customers.

Qualifications

• Bachelor’s degree in Marketing or related field required.
• MBA or Master’s in Marketing preferred but not essential.
• 3–5+ years of experience in brand management or related marketing roles in FMCG.

Responsibilities

• Understand customer needs and identify opportunities to build brand awareness.
• Conduct market research on competitors, industry trends, and consumer behavior.
• Analyze market and competitor data to inform strategy.
• Develop brand strategy, positioning, and marketing roadmap.
• Plan and execute branding campaigns, measure ROI and KPIs.
• Lead the brand team and collaborate with sales and trade marketing.
• Prepare weekly work plans and monthly competitive landscape assessments.
• Coordinate with internal departments and external partners for campaigns.

Skills

Strategic Thinking

Market Analysis

Project Management

Leadership & Collaboration

Financial Acumen

Digital & Traditional Marketing

Communication Skills

Willingness to travel

Creativity

Analytical & problem-solving

Education

Bachelor’s degree in Marketing or related field

MBA or Master’s in Marketing (preferred)

Job description

• Proactively understand customer needs and pursue new brand awareness and marketing opportunities.
• Conduct regular market research involving direct and indirect competitors, industry and market trends, and consumer behavior.
• Analyze market trends and the behavior of competitors and consumers.
• Anticipate and remain up-to-date with developing market trends and industry trends to maintain resonance with its customers.

Market Analysis

• Proactively understand customer needs and pursue new brand awareness and marketing opportunities.
• Conduct regular market research involving direct and indirect competitors, industry and market trends, and consumer behavior.
• Analyze market trends and the behavior of competitors and consumers.
• Anticipate and remain up-to-date with developing market trends and industry trends to maintain resonance with its customers.

Target Market Identification

• Identify the bullseye target market based on analysis of the brand and products.
• Describe the target market's demographic, psychographic, and behavioral or financial profile to be able to create the correct brand strategy and executions.
• Analyze the competitor's target market vis‑a‑vis the brand's target market.

Strategy Development

• Define brand strategy and roadmap based on market analysis and target market identification.
• Identify the brand's positioning, ensuring its competitive advantage among its competitors and the industry.
• Analyze the appropriate media mix strategy of the brand, ensuring resonance and usage of the target market.
• Define and manage the brand communication strategy using a variety of media.
• Evaluate the appropriate strategy based on the identification of 4Ps (Product, Price, Place, Promotion).

Branding and Communication Management

• Responsible for planning and executing the brand strategy, guidelines, promotional activities, and marketing campaigns, to establish and maintain product branding.
• Maintain brand integrity, compliance, and raise brand awareness.
• Own the development and messaging of the brand narrative.
• Translate brand elements into plans and go-to-market strategies.
• Measure and report performance of all marketing campaigns, and assess ROI / KPIs.
• Collect, interpret, and review brand development information.

Leadership

• Providing guidance and leadership to the brand team.
• Lead marketing team members through campaigns.

Reports Submission

Weekly Work Plan – weekly

Competitive Landscape – monthly

• Accomplishment Report - as needed
• Post Evaluation Report for campaigns - as needed
• Additional Administrative Functions
• Assist in other fields that may require it from time to time.
• Report to management and stakeholders, and provide advice regarding future brand activities and plans.
• Reviewing, monitoring, and managing campaign budgets.
• Establish and develop relations with other department heads, clients, customers, auditors, government, media, and external partners.
• Bachelor’s degree in Marketing, Business Administration, or related field
• MBA or Master’s in Marketing (preferred but not always required)
• 3–5+ years of experience in brand management, product management, or trade/consumer marketing (FMCG industry strongly preferred)
• Proven track record in brand building, product launches, and market share growth
• Experience in working with sales, trade marketing, and advertising agencies

Key Skills & Competencies

• Strategic Thinking – ability to craft and execute brand strategies
• Market Analysis – strong grasp of consumer insights, category trends, and competitor analysis
• Project Management – capable of handling multiple campaigns and product launches simultaneously
• Leadership & Collaboration – works effectively with cross-functional teams (sales, R&D, trade, supply chain)
• Financial Acumen – budget management, pricing strategies, and P&L responsibility
• Digital & Traditional Marketing – understanding of both online and offline brand-building tools
• Communication Skills – strong presentation, negotiation, and interpersonal skills
• Willingness to travel for market visits, trade checks, and activation events
• Creativity and an innovative mindset
• Strong analytical and problem-solving skills