Brand Marketing Manager

Aice Brands Ice Cream Philippines Inc.; Taguig; On-site; PHP 781,200 - 1,004,400; Full time

Job summary

A prominent ice cream brand is seeking a Brand Manager to lead marketing strategies and brand management efforts. The candidate will conduct market research and analysis, develop brand strategies, and lead marketing campaigns to enhance brand awareness. Ideal candidates should have 3-5 years of relevant experience, strong strategic and leadership skills, and a background in FMCG.

Qualifications

• 3–5+ years of experience in brand management, product management, or trade/consumer marketing (FMCG industry preferred).
• Proven track record in brand building, product launches, and market share growth.
• Experience working with sales, trade marketing, and advertising agencies.

Responsibilities

• Conduct market analysis and competitor assessments.
• Develop brand strategy and manage brand communications.
• Lead and manage campaigns and marketing activities.
• Provide guidance to branding and marketing team.

Skills

Strategic Thinking

Market Analysis

Project Management

Leadership & Collaboration

Financial Acumen

Digital & Traditional Marketing

Communication Skills

Creativity and an innovation mindset

Strong analytical and problem-solving skills

Education

Bachelor’s degree in Marketing, Business Administration, or related field

MBA or Master’s in Marketing

Job description

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, 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-à-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 innovation mindset
• Strong analytical and problem-solving skills