PAID MEDIA HYPER-PERSONALIZATION OFFICER

Bank of the Philippine Islands (BPI); Manila; On-site; PHP 900,000 - 1,300,000; Full time

Job summary

Bank of the Philippine Islands (BPI) seeks a Paid Media Hyper-personalization Officer to drive data-driven, hyper-personalized experiences across digital paid media. You will partner with Segments, Products, and Channels to shape audience strategies and optimize campaigns using first-party data and Project Zeus-enabled workflows.

With 5 years in Marketing Communications and a background in SEM/SEO, you will collaborate with agencies, analytics teams, and technologists to elevate paid media

Qualifications

• Bachelor’s degree in Communications, Marketing, or related field is required.
• 5 years of experience in Marketing Communications, Digital and Traditional media.
• Proven track record in traditional and digital marketing strategies and executions.
• Knowledge of media planning, buying, and optimization, including digital and social touchpoints.

Responsibilities

• Plans, develops, and recommends paid media and audience activation strategies across paid media channels.
• Ensures proper implementation and activation of paid media campaigns and first-party audiences using hyper-personalization.
• Monitors, analyzes, and optimizes campaign performance to maximize efficiency and outcomes.
• Collaborates with Marketing, Analytics, Technology, and media agencies to define audience strategies and measurement approaches.
• Evaluates new paid media technologies and opportunities to enhance hyper-personalization capabilities.

Skills

Hyper-personalization

Digital marketing

Analytical thinking

Cross-functional collaboration

Creative thinking

Education

Bachelor’s degree in Communications/Marketing

Tools

Google Analytics

Google Data Studio

SEM/SEO

Job description

Job Description:

The Paid Media Hyper-personalization Officer contributes to building a strong BPI brand by delivering relevant, data-driven and hyper-personalized customer experiences across digital paid media touchpoints, consistent with the Bank’s brand standards and customer experience strategy in an increasingly digital and AI-enabled landscape. The role creates value for the Bank by maximizing the effectiveness and efficiency of paid media investments through audience intelligence, first-party data, and hyper-personalization capabilities.

The Paid Media Hyper-personalization Officer plans, implements, and optimizes paid media and audience activation strategies in collaboration with internal and external partners for brand-building and tactical campaigns across the Unibank. The role serves as a strategic partner to the Segments, Products, and Channels teams in developing data-driven media strategies, activating customer audiences, and continuously improving paid campaign performance. The role also collaborates with media agencies, technology partners, and cross-functional teams to ensure effective execution, measurement, and optimization of paid media initiatives enabled by Project Zeus.

Responsibilities

• Plans, develops, and recommends paid media and audience activation strategies across paid media channels in collaboration with media agencies and suppliers to achieve business objectives and maximize marketing effectiveness.
• Ensures proper implementation and activation of paid media campaigns and first-party customer audiences using hyper-personalization capabilities to deliver relevant and personalized customer experiences across paid channels.
• Monitors, analyzes, and optimizes campaign, audience, and conversion performance to maximize media efficiency, customer engagement, and business outcomes.
• Collaborates with Marketing teams, Analytics, Technology, and media agency partners to define audience strategies, campaign requirements, and measurement approaches to ensure effective campaign delivery and continuous optimization.
• Evaluates and recommends new paid media technologies, audience activation capabilities, experimentation opportunities, and industry best practices to continuously enhance the Bank’s hyper-personalization and paid media capabilities.

Qualifications

• Bachelor’s degree in Communications, Marketing, or related field
• 5 years experience in Marketing Communications, Media – Digital and Traditional
• Proven track record in traditional and digital marketing strategies and executions
• Knowledge and experience in media planning, buying, and optimization, digital and social media touchpoints
• Background in Search Engine Marketing (SEM) and Search Engine Optimization (SEO)
• Familiarity with Google Analytics, Google Data Studio, or in any relevant digital analytics tool
• Creative thinker, analytical, and can use data in making recommendations and decisions
• Strong interpersonal and collaboration skills to work cross-functionally
• Excellent verbal and written communication skills
• Ability to work independently and thrive in a dynamic team environment
• Sharp attention to detail and ability to spot optimization opportunities
• Innovative mindset with the ability to think creatively and problem-solve
• Open to new learning and doing things differently