Trade Marketing Brand Lead

The Brand Lead for Ecosystem Marketing will champion all trade marketing and market development initiatives to support PayMaya’s overall strategy and approach to be the most prominent, well-accepted, and widely-used payments/solutions platform in the Philippines now and in the future. He/she will take a customer-first approach to complement the product and enterprise sales experts across PayMaya, and to ideate and execute impactful marketing activities that will strengthen brand image on customer touchpoints, build affinity among enterprise merchants, and promote usage to end-users depending on assigned use cases. He/she will spearhead product visibility, presence, and brand takeover activities in both traditional and non-traditional channels, which will bring PayMaya much closer to its target segments.

What will you do:

Trade Marketing and Market Development

• Own and develop all trade marketing and market development strategies and programs across relevant customer touchpoints and channels suited for the target segments to grow our “on-us” payment business.
• Lead and execute all local store marketing (LSM) and below-the-line programs that are partner and end-user focused. Manage programs from ideation, execution, to evaluation, to ensure that overall appeal, program effectiveness, cost efficiency, and profitability are all met.
• Bring in and maintain thought leadership and subject matter expertise in trade marketing and market development (LSM, Merchandising, Activations, and other marketing disciplines) to winning with the target segments.
• Spearhead the growth of PayMaya in Local Government Units (LGUs) and strategic locations where PayMaya can be the #1 payments platform.
• Maintain excellence in merchandising across different enterprise merchant profiles nationwide; Liaise with Marketing operations team to ensure on time and in full deployment of marketing collaterals and maintain adherence to brand standards through trade audits.
• Collaborate with third party agencies (ie. Events, Merchandising, Creatives, etc.) to bring world-class marketing programs/campaigns to life.

Brand Management and Strategy

• Lead and manage enterprise merchants and consumer usage activities from ideation, execution, to evaluation, to ensure that overall appeal, program effectiveness, cost efficiency, and profitability are all met; handles campaigns at national or regional level.
• Analyze market trends through market research (ie. Competitive Scan, Consumer Insights, etc.) and internal data in order to develop marketing programs and campaigns that are enterprise merchant and customer-focused and to identify growth opportunities for the target segments.
• Conduct marketing program reviews, design the model/guidance as to how performance of each program will be measured, and evaluate program results which in effect improve programs and activities to meet changing demands of the market

General Management / Operations / Administrative

• Oversees day-to-day marketing activities and operations of the trade marketing and market development team.
• Supervise, guide and coach subordinates to create a highly competitive and motivated marketing team, groom each individual to become effective contributors to the team and become subject-matter experts, provide a challenging yet healthy working atmosphere within the team
• Develop strategic frameworks and establishment processes on assigned projects, and build relationships that will bring together different business units towards serving the customer segment
• Monitor marketing resources and budgets on assigned programs and initiatives accordingly
• Attend weekly and regular meetings as assigned and requested

What will you need to succeed:

• At least 5 years work experience in marketing / advertising / brand management / trade marketing / technology or related field in financial institutions or consumer products; experience in digital wallets and payment ecosystem is a plus
• Knowledgeable in the areas of:

– Trade Marketing

-Merchandising

– Events and Activations

– Sales Promotions

– Brand Management

– Market Research & analysis

– Other Marketing Discipline (Overall Campaign Development and Creatives, Digital)

• Adept at creating compelling strategic documents, presentations and frameworks
• Strong people management and leadership skills. Able to build a world-class marketing team
• Strong written, oral, interpersonal communication and presentation skills – can capably and confidently present to management committee.
• Overwhelming passion for dreaming big, innovating and getting things done
• Strong personal leadership. Able to manage ambiguity, navigate complex organizations and create undeniable and visible value through their work
• Strong initiative and influencing skills with the flexibility to work independently, work through their own team and collaborate with non-reporting teams