Marketing Manager, SM Beauty

Watsons Philippines; Pasay; On-site; PHP 900,000 - 1,500,000; Full time

Job summary

Watsons Philippines is seeking a Marketing Manager, SM Beauty, to lead development and execution of integrated marketing communications that strengthen SM Beauty's brand positioning, drive customer engagement, and support business growth.

The role collaborates with internal teams and external partners to create campaigns across digital, in-store, mobile, traditional media, CRM, PR, activations and partnerships, with a focus on data-driven decisions and measurable outcomes.

Qualifications

• Bachelor’s degree in Marketing or related field.
• 5+ years of relevant experience in Marketing and brand management.
• Experience in retail, beauty, FMCG, or consumer goods.
• Strong knowledge of integrated campaigns across traditional and digital channels.
• Solid understanding of customer behavior and insights.

Responsibilities

• Develop and execute integrated marketing communication programs across multiple channels.
• Collaborate with internal teams and external partners to drive brand growth.
• Manage A&P budgets and ensure efficient allocation and execution.
• Lead CRM communications, loyalty programs, and customer engagement efforts.
• Track campaign performance and optimize strategies accordingly.
• Ensure marketing initiatives align with brand positioning and business goals.

Skills

Brand management

Integrated marketing communications

Digital marketing

CRM & loyalty programs

Stakeholder management

Budget management

Team leadership

Education

Bachelor’s degree in Marketing or related field

Tools

CRM platforms

Google Analytics

Facebook Ads Manager

Marketing automation tools

Job description

The Marketing Manager, SM Beauty is responsible for leading the development and execution of integrated marketing communication strategies that strengthen SM Beauty's brand positioning, drive customer engagement, and support business growth.

The role works closely with internal business teams and external partners to develop brand-building and tactical marketing campaigns across multiple channels, including digital, in-store, mobile, traditional media, CRM, public relations, activations, and partnerships.

Key Responsibilities

• Strengthen the brand’s market positioning by developing relevant and differentiated marketing strategies that support business objectives.
• Build strong collaboration with internal business teams to drive customer traffic, engagement, and overall brand performance.
• Lead the development and implementation of integrated marketing communication programs across in-store, digital, mobile, and traditional advertising; member and CRM communications; public relations and activations; local marketing initiatives; and strategic partnerships.
• Manage Advertising & Promotion (A&P) budgets and resources, ensuring efficient allocation and effective execution of marketing programs.
• Develop and execute tactical marketing campaigns that support brand building, customer acquisition, category growth, and sales objectives.
• Drive strong social media presence and customer engagement through content development, media planning, media buying, and online activations.
• Work closely with internal and external stakeholders to ensure consistent and timely execution of campaigns and marketing initiatives.
• Develop partnerships and collaborative programs that can strengthen brand visibility, reach, and customer engagement.
• Monitor brand performance and customer sentiment through available research and customer feedback tools.
• Use customer insights, market trends, and campaign performance data to identify opportunities and recommend improvements.
• Track marketing campaign effectiveness and adjust strategies as needed to achieve agreed objectives.
• Ensure all marketing initiatives are aligned with the overall brand positioning, customer strategy, and business direction.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, Communications, Advertising, or a related field.
• Preferably with at least 5 years of relevant experience in Marketing, Brand Management, Integrated Marketing Communications, or Retail Marketing.
• Experience in retail, beauty, FMCG, lifestyle, consumer goods, or other customer-facing industries is highly preferred.
• Strong experience in developing and executing integrated marketing campaigns across traditional and digital channels.
• Good understanding of customer behavior, market trends, and consumer insights.
• Experience in digital marketing, social media, content, search, and performance marketing.
• Working knowledge of CRM and customer/member engagement programs.
• Experience managing A&P budgets, agencies, media partners, and external suppliers.
• Strong analytical skills with the ability to assess campaign performance and translate insights into actionable recommendations.
• Strong communication, presentation, negotiation, and stakeholder management skills.
• Comfortable working in a fast-paced and highly collaborative environment.