Archetype Marketing Manager

Globe Telecom

Isabela, PR

Full Time

Senior

1 day ago

Job Description

About the Role

The Archetype Marketing Lead at Globe is responsible for driving hyper-localized marketing strategies based on geo-archetypes to deepen market penetration and foster customer loyalty within specific territories. This role involves comprehensive analysis of micro-market dynamics and distinct archetypes, followed by the design, execution, and performance monitoring of tailored offers and BTL on-ground marketing initiatives. The Archetype Marketing Lead plays a critical role in translating insights into actionable strategies that resonate with unique local consumer segments.

Key Responsibilities

Analyze consumer behavior, competitive intensity, distribution gaps, and adoption barriers within specific towns or archetypes.
Interpret geo-archetype insights and translate them into localized micro-market offers and BTL marketing strategies.
Monitor competitor activities, market trends, and regulatory changes within assigned territories to proactively identify opportunities and challenges.
Develop, propose, and monitor micro-market offers aligned to the strategic posture of the town.
Develop, propose, and refine BTL on-ground marketing strategies, activation plans, and community engagement initiatives tailored to the archetype.
Work with the Marketing Activations team to execute BTL on-ground activations including events, roadshows, and community-based marketing programs tailored to the archetype.
Manage the allocated marketing budget for micro-market initiatives, ensuring efficient resource allocation and adherence to financial guidelines.
Conduct post-mortem analyses on offer performance, campaign effectiveness, and activation ROI, then adjust strategies as needed.
Prepare and present comprehensive performance reports, insights, and recommendations to the Territory General Manager and other key stakeholders.
Collaborate with Territory and National Segment Marketing Teams to align on archetype-specific value propositions and messaging.
Act as the voice of the archetype, informing the broader marketing and strategy teams of local market needs and behavioral nuances.

Requirements

Experience in developing and executing localized marketing strategies based on consumer insights.
Ability to analyze micro-market dynamics and translate insights into actionable marketing initiatives.
Strong collaboration skills to work with cross-functional teams such as activations and segment marketing.
Experience managing marketing budgets and ensuring resource efficiency.
Proficiency in monitoring and analyzing campaign performance and making strategic adjustments.
Excellent communication skills for preparing reports and presenting insights to stakeholders.

Nice to Have

Experience in BTL on-ground marketing activations such as events and community programs.
Knowledge of local market trends, regulatory environment, and consumer behavior in specific territories.

Working at Globe Telecom

Globe's hiring process promotes equal opportunity to applicants, and the company is committed to diversity, equity, and inclusion. The organization values creating a positive and inclusive work environment and encourages passionate individuals to share in its purpose of Creating a Globe of Good.

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