Primary Responsibilities:

Brand Equity Building Campaigns 

• Partner with Insights and Analytics teams to extract actionable market insights that will help reinforce our brand promise and values. 
• Craft and implement brand equity-building campaigns and programs that drive brand love, brand awareness, and loyalty.
• Oversee end-to-end campaign roll-out—concept development, content creation, media planning, and performance tracking. 
• Define KPIs, analyze results, and refine tactics to maximize ROI. 

Product & Experience Branding 

• Craft distinctive positioning, messaging, and brand identity (visual, sonic, tactile, gustatorial, olfactory) for new and existing products and services, ensuring alignment with overarching brand guidelines. 
• Collaborate with Ancillary, Commercial and Digital teams to launch products by creating pitching decks, merchandising, and product launch campaigns.
• Design and execute brand experience strategies in close collaboration with other teams such as but not limited to CX, Ground Operations, Cabin Operations, to ensure seamless, on-brand customer touchpoints.
• Monitor product performance and call out opportunities for brand refreshes or extensions.

Design Systems 

• Build and maintain a scalable design system (components, platforms, guidelines) that supports both marketing campaigns and product/platform interfaces. 
• Work closely with design agencies and internal teams to ensure consistency across all touchpoints. 
• Establish version control, documentation, and change-management processes for long-term system integrity.

Periodic

• Review and optimize budget usage for handled projects and campaigns 
• Develop and implement brand operations systems and processes from exploration, procurement, to output handover to end-user to ensure on time and in-full provision of branding and design requirements 
• Initiate or manage brand equity or consumer research to gather market insights, informing current and future brand strategy and activities.

Basic Qualifications:

• At least 2-3 years of practical experience in brand marketing, product branding, trade marketing, or customer engagement marketing – ideally for consumer goods brands with omnichannel distribution.
• Proven track record of leading successful brand-building campaigns and/or developing design frameworks.
• Direct experience translating marketing insights and consumer research into strategies and tactics.
• Direct experience in working with creative, design, and/or advertising agencies.
• Hands-on experience with editing tools (Canva, Illustrator, Photoshop, After Effects)
• Hands-on experience with project management tools/programs such as Trello, Monday.com is a plus
• Design Thinking certifications is a plus
• Must have a valid work visa or legal authorization to work in the Philippines